“a marked apparent divergence between the core messages companies communicate about their brands and the characteristics their customers value most.”
Companies emphasize matters like; we are a role model for CSR, we promote sustainability, we are an international player, and we drive innovation. All very general themes with a high degree of ‘socially desirable behavior’. This is underscored by the research, as all these themes belong to the ‘core’ of at least 70% of the companies studied. Interestingly, from the top 5 themes for both groups, only 1 theme – and then only by ⅓ – matches! What are the points that B2B buyers do find important?
17% – Values honest and open dialogue with customers and society
16% – Behaves responsibly across the entire supply chain
15% – Has a high level of specialist expertise (mentioned by both)
11% – Matches well with my own values and beliefs
10% – Is a leader in its specific field
8% – Offers a broad product range
7% – Is a driver of innovation
While 20% of companies still identify with the statement ‘offers low prices’, this is the only topic that receives a negative rating from buyers (-4%).
A Distinctive Message and Positioning
This research shows how important it is for companies to use a distinctive message in communication with their customers. But this is just one of the requirements; it’s not just about what you say, but also how you say it. Some tips:
- Establish a unique positioning for your company (How?)
- Ask your organization what customers really think and value about you
- Be consistent and clear in all communication
- Be more honest, clear, or specific than your competition, create a distinctive story that nobody else tells or can tell
Read the full article by McKinsey here.