Quick wins are not a formula for success.

In AV, marketing often defaults to promoting the latest product rather than building lasting brand recognition. This isn’t just an AV problem; short-termism affects many B2B industries.

A recent Marketing Week survey found only 16 per cent of B2B marketers prioritise long-term brand-building strategies. Yet, relying on short-term promotions and quick wins can lead to missed opportunities for brand growth.

If you flick through industry publications, I bet many of the ads focus on hardware, the nuts and bolts. But which product stands out? It’s hard to say when the focus is strictly on features.

This approach not only limits a brand’s identity but also risks missing key decision-makers across buyer groups, from procurement to IT and end user representatives, who care about more than technical details.

They want brands they recognise and trust. So, why aren't AV companies making brand awareness a priority?

Consider the 95/5 Rule in B2B marketing: only five per cent of potential customers are actively buying at any time. This means those high-frequency e-shots and product-heavy ads may be largely ineffective for the 95 per cent who aren’t ready to buy.

Instead of focusing exclusively on the latest product, brands should work to capture the broader audience - the future buyers who will remember a brand for the lasting connections and reputation it builds, not just the specifics of a single product.

Brand loyalty in B2B thrives on relationships. This is especially true in AV, where face-to-face engagements at events and trade shows often shape perceptions. While these relationship-building efforts take time, they also create a vital foundation.

Today’s initial connections are the backbone of tomorrow’s sales, yet many AV brands overlook this in their urgency to push short-term campaigns.

Investing in brand awareness brings real value. Studies show that over 80 per cent of the B2B buyer’s journey occurs before the customer even contacts a vendor or service provider. If your brand isn’t on their radar when they're ready to buy, the chance of making the shortlist - let alone closing the deal - drops significantly.

Building a strong brand isn’t just about visibility; it amplifies every marketing effort that follows. With a trusted brand in place, product promotions become far more impactful because the audience already recognises and values the company.

Brand recognition acts like a multiplier, enhancing the results of every other marketing activity and creating a positive compounding effect.

To stand out in the AV market, companies need to move beyond the short-term promotional cycle and invest in building a brand that resonates with buyers over time. This begins with a clear and compelling narrative. A strong brand story doesn’t just talk about products; it builds connections and conveys values that set a brand apart.

Evergreen content is key to keeping your brand top-of-mind, even when the audience isn’t actively looking to buy. Case studies, industry insights and thought leadership pieces that provide real value create lasting impressions. This kind of content nurtures trust, making it easier to convert future buyers who already feel a connection to the brand.

A robust brand presence doesn’t require a massive advertising budget. Channels like PR and social media allow brands to share their story and amplify visibility in cost-effective ways. With a steady flow of brand-led content, even smaller brands can carve out a space in the minds of their audience.