In B2B and heavy industry, purchasing decisions are often seen as purely rational—focused on technical specifications, return on investment, and operational efficiency. But this assumption overlooks a crucial aspect: Decision-makers evaluate brands much like they evaluate people. Just as we form opinions about individuals based on trust, competence, and likability, we assess industrial brands using similar psychological mechanisms.
Let’s explore why brand personality matters in B2B, how industrial buyers form emotional connections with brands, and why trust, consistency, and perception are just as important as rational arguments—if not more.
The psychology of brand perception in B2B
Research in social psychology shows that we use the same cognitive processes to evaluate brands as we do when assessing other people. In Social Cognition: From Brains to Culture, authors Fiske and Taylor explain that people categorize and form impressions of brands just as they do with people, applying traits such as trustworthiness and consistency. Similarly, Susan Fournier demonstrates that consumers develop relationships with brands much like interpersonal relationships—forming attachments, attributing personalities, and basing decisions on trust and emotional connection.
In heavy industry, where transactions involve long sales cycles and substantial investments, trust plays a fundamental role in decision-making.
Consider an electric car manufacturer selecting a new supplier for the high-grade lithium in its batteries. While performance data and pricing are essential, the purchasing team will also evaluate:
- Trustworthiness—Has the brand consistently delivered quality in the past?
- Expertise—Does the company demonstrate deep industry knowledge?
- Reliability—Will they be a dependable partner in the long term?
- Compatibility—Do they align with the company’s values and way of working?
Just as we gravitate toward people who seem competent, ethical, and aligned with our values, industrial buyers lean toward brands that evoke similar perceptions.
Emotional decision-making in a rational industry
Many B2B marketers mistakenly believe that emotion plays a minor role in purchasing decisions. However, research from Google and CEB indicates that B2B buyers are actually more emotionally invested in their supplier relationships than B2C consumers.
The reason? Risk and accountability.
In heavy industry, a poor purchasing decision can lead to massive operational disruptions, safety hazards, or financial losses. This high-stakes environment makes brand trust a vital factor. Decision-makers are not just choosing a supplier; they’re choosing a partner whose reputation affects their own credibility within their organization.
That same research found that 50% of B2B buyers are more likely to engage with a brand if they have an emotional connection. This emotional investment is not just preference—it’s risk mitigation. When millions are at stake, buyers rely on brand trust as a safeguard against costly mistakes.
This is why industrial brands must move beyond purely rational messaging and build emotional connections based on reliability, expertise, and integrity. Case studies, testimonials, and industry thought leadership are all effective tools for shaping these perceptions. Additionally, a well-rounded marketing approach that goes beyond purely product-focused content can further strengthen brand trust and engagement.
The role of consistency in brand personality
Consistency is a key factor in building brand personality. Just as a person who frequently changes opinions or behaviors can be perceived as unreliable, a brand that shifts messaging, tone, or visual identity too often can confuse and alienate its audience.
For industrial brands, consistency should be reflected in:
- Visual identity—A cohesive brand design across all channels.
- Tone of voice—A clear and confident communication style.
- Customer experience—Reliable support, predictable service levels, and consistent delivery.
- Thought leadership—Expertise and credibility reinforced through regular insights and knowledge-sharing.
McKinsey research suggests that B2B companies that align their brand messaging with customer expectations see stronger performance in revenue growth and customer loyalty. Conversely, inconsistency can erode trust. Industrial brands that frequently change messaging, strategy, or positioning risk confusing their audience—losing credibility in the process.
Case study: The power of a strong industrial brand personality
A great example of a strong industrial brand personality is John Deere. Known globally for its agricultural and construction equipment, John Deere has built a reputation based on quality, reliability, and innovation. The company’s brand identity has remained strong for over a century, helping it retain a loyal customer base.
How has John Deere achieved this?
- Strong, recognizable branding: John Deere’s iconic green and yellow color scheme and its leaping deer logo are instantly identifiable.
- Consistent messaging: The company emphasizes durability, productivity, and long-term value, aligning with the needs of its customers.
- Emotional appeal: Customers associate John Deere with tradition, dependability, and a commitment to innovation. Many farmers and contractors see the brand as a trusted partner in their work.
By maintaining a clear and consistent identity, John Deere has strengthened its market position, even in a competitive industry. The brand is not just about machinery—it represents an entire philosophy of hard work, quality, and performance that its customers trust.
Industrial brands that understand the human side of branding will have a competitive edge. While technical specifications, pricing, and performance data remain essential, they must be complemented by a strong brand personality that builds trust, credibility, and emotional engagement.
Cover image: Parilov