No Brand, No Trust, No Traction in Europe
Read Time: 5 minutes
Many non-European chemical manufacturers assume that if their product is good and priced well, it will sell itself. Unfortunately, that old assumption often doesn’t hold true in Europe. If you’ve ever felt invisible to European buyers or noticed prospects preferring a familiar competitor, you’re not alone. It’s confusing and frustrating: you know your chemicals are high quality, so why is nobody taking a chance?
In B2B chemicals, no brand = no trust = no traction in Europe. Europe’s buyers can be skeptical of unfamiliar suppliers. Did you know 70% of B2B buyers in Europe consider brand reputation before even reaching out to a new supplier? That means most will never contact you at all if they haven’t heard of you. A great product isn’t enough if nobody trusts the company behind it. In Europe, you're selling credibility as well as chemicals. It’s time to see branding as more than just “marketing fluff.”
In truth, your brand is your credibility.
“If people like you, they'll listen to you. But if they trust you, they'll do business with you.”
– Zig Ziglar
The Brand Recognition Ladder
To succeed, you need to climb the Brand Recognition Ladder – a model that shows the stages of brand awareness and trust, from being completely Unseen to becoming an Embedded name in the European market.
Where do you currently stand?
The Brand Recognition Ladder
Let’s break down the rungs of this ladder so you can self-diagnose your brand status:
Unseen: You’re completely unknown in Europe. Buyers haven’t heard of your company at all. At this stage, you get zero incoming enquiries because you quite literally don’t register on the market’s radar. If you’re just starting out in Europe with no local presence or publicity, you’re likely “unseen.”
Emerging (On the Radar): Some people in the industry are starting to notice you. Maybe they saw your booth at a trade show or came across your product once. You have a faint awareness out there, but it’s spotty. Buyers might recognise your name vaguely, but there’s no strong impression yet. You exist, but you’re not really known for anything specific.
Recognised: Now your name rings a bell for many in your niche. Perhaps through consistent marketing or word of mouth, you’ve achieved basic recognition. Buyers know who you are, but they haven’t decided if they trust you. At this stage, your brand is likely acknowledged, but still under evaluation.
Trusted: You’ve proven yourself to some key customers or partners. The market has seen that you deliver quality and reliability, so some buyers trust you even if you’re not a household name. You might have a few European client success stories or certifications that others cite. This is the turning point where new prospects start giving you the benefit of the doubt because they’ve heard good things.
Embedded: The ultimate goal. Your brand is embedded in the European market – essentially part of the local fabric. Buyers view you as a known quantity: a reliable, credible industry player. They might even consider you a “local” in spirit because you’ve been around and consistently deliver. When your brand is embedded, you’re often on buyers’ shortlists by default. In other words, you’ve got true traction.
Most companies we meet start at Unseen and aim to climb upward. The difference in outcomes is huge. Being stuck on the lower rungs has real costs: unknown brands take twice as long to pass procurement vetting, because European procurement teams are cautious with new faces. On the flip side, moving up the ladder pays off.
How to Build Your Brand in Europe
So, how can you start moving up that ladder and gain the trust of European buyers? Here are three practical strategies to build your brand recognition and credibility:
Collaborate with Trusted Locals: If you’re unknown, one of the fastest ways to earn credibility is to borrow it. Partner with established European distributors, agents, or industry bodies who already have local trust. For instance, consider co-branding a webinar or white paper with a respected trade association, or teaming up with a well-known local distributor to enter the market. Such partnerships instantly put you on the radar because buyers think, “If that trusted German association is working with them, they must be legitimate.” A cold call/approach becomes a warm entry. Plus, local partners can guide you on European customer expectations and vouch for you during those early introductions. You’re essentially piggybacking on their good name while you build your own.
Demonstrate Your Expertise Publicly: Don’t keep your knowledge a secret. If Europe doesn’t know you, show them what you know! Engage in thought leadership to showcase your expertise and commitment. This can be as simple as writing an educational LinkedIn post or as involved as speaking at an industry conference. Share case studies, success stories, or even just insights on your specialty (e.g. a short article on improving coating durability if you make coating chemicals). When you publish useful content or offer to speak about solutions to industry problems, you’re educating and building trust whilst marketing yourself. Over time, prospects will start to recognise your name from that insightful article or that webinar you gave. They’ll think of you as not just a vendor, but an expert. And people are far more willing to engage a company that has taught them something or helped them understand an issue. It signals that you’re knowledgeable and here for the long run.
Show Proof and Build Trust Signals: European buyers, being naturally cautious, love to see proof that you’re reliable. So, give them proof early and often. This means collecting and sharing testimonials, case studies, or references from any customers you have (even if they’re outside Europe). If a global manufacturer in Brazil or Turkey trusts you as a supplier, mention it – credibility can cross oceans. Also, make sure you highlight any certifications or compliance credentials you’ve achieved (ISO quality certificates, REACH compliance, etc.). For example, if your product passed rigorous testing or you secured a REACH registration, let everyone know. These trust signals reassure buyers that you meet high standards. Even something as simple as having a local office address or a local contact number on your website can make a difference – it shows you have “boots on the ground” and aren’t going to vanish. The goal is to remove as much doubt as possible. Think of what might worry a new customer and address it upfront. Do you have a stable supply chain? Has a well-known client endorsed you? Publish that story. Each piece of proof is a brick in the bridge of trust you’re building. Over time, these efforts snowball: your brand develops a reputation for reliability.
By taking these actions, you’ll slowly but surely move up the Brand Recognition Ladder. You’ll go from a question mark to a consideration, and eventually to a preferred partner. It won’t happen overnight, but every article published, every partnership formed, and every customer success demonstrated is progress.
Common Objections
Even with these ideas, you might feel a tinge of skepticism. It’s normal to have concerns, especially if branding hasn’t been a focus for you before. Let’s address two common objections I often hear from companies in your shoes:
Objection 1: “We’re a B2B chemical supplier, not a consumer brand. Our customers only care about price and quality, not some fancy brand image.”
It’s true that B2B customers are very concerned with price and quality. But here’s the catch: they usually only bother to find out about your price and quality if they trust you enough to even start that conversation. Brand in B2B is more about reputation. European procurement managers are human – they tend to play it safe. They will more likely shortlist a name they recognise because it feels less risky.
If you’re unknown, you’re asking them to take a gamble. I once remember a buyer put it plainly to me as a new supplier: “I need to justify you to my boss.” A strong brand helps them justify choosing you. It signals that you’re reputable, stable, and proven. On the flip side, if they’ve never heard of you, they might worry: Will your product meet standards? Will you support them if something goes wrong? Your brand reputation pre-answers these questions. In short, quality and price matter only after you’ve passed the credibility filter. Building a brand doesn’t mean superficial marketing, it means ensuring your company’s name stands for trustworthiness. That makes the buyer’s job easier and your entry smoother.
Objection 2: “Brand building sounds expensive and slow. We need sales now, not a years-long marketing project.”
I hear you – the goal is to land customers and grow revenue. But building your brand and driving sales aren’t separate tasks; in Europe, they go hand in hand. And it doesn’t have to break the bank or take ages to see results. You don’t need to sponsor an IPL team or have a huge budget for branding. Start with small, focused efforts. For example, begin by updating your online presence to look clean and credible (many buyers will check your website first – it’s effectively your shop window). That’s a quick win. Next, try one partnership or one piece of thought leadership content and measure the response. Did a joint webinar with a local partner get you new leads? Did a helpful article increase inbound enquiries? You might be surprised how a modest effort can gain traction. Also, consider the cost of not building your brand: Unknown suppliers often face lengthy sales cycles and extra scrutiny. That is costly time lost.
By investing a bit in credibility now, you can actually speed up deals and reduce friction, saving money in the long run. Think of brand building as an integral part of sales enablement, not a nebulous add-on. Each trust-building action you take shortens the distance to your next purchase order. And you can scale your efforts based on what works – if writing articles in trade magazines brings in enquiries, do more of that; if an industry networking event yields contacts, prioritise attending others. In sum, you can start small and still see meaningful impact. Branding is a process, but you will start feeling the benefits (more callbacks, easier conversations, faster negotiations) well before you’re a household name. It’s an investment in making every sales opportunity easier and more likely to close.
——
So, there you have it…
In Europe’s chemical industry, credibility is king. The core message bears repeating: no brand = no trust = no traction. If your company remains a mystery, European customers will understandably hesitate. Conversely, when you build a credible brand, you’re offering peace of mind. European buyers are looking for partners they can rely on for the long term. They want to know that you understand their standards, speak their language (sometimes literally, sometimes figuratively), and will be there when they need support. In short, they want a name they feel good about doing business with.
Remember, even today’s top suppliers were once the new outsider. Every trusted brand had to earn its first few deals in a market that didn’t know them. They succeeded by proving themselves step by step, until they became an embedded name. You have the same opportunity. By focusing on building your reputation – through partnerships, expertise, and consistent proof of reliability – you transform from an unknown vendor into a welcomed contender. And once the ball of trust starts rolling, it opens doors: conversations flow easier, procurement checks go smoother, and you start getting inbound interest instead of always pushing upstream.
I hope this deep dive has sparked some reflection on your own branding approach. Perhaps you’ve realised why traction has been slow, or maybe you’ve gotten new ideas to try. I’d love to hear your perspective.
Have you ever felt “invisible” when entering a new market? Or have you found a creative way to earn a European customer’s trust? What challenges are you facing with building your brand, and what successes (even small ones) have you had so far?
Feel free to share your experiences or ask questions in return. You can send me a direct message. I’m always happy to discuss and help where I can. After all, the goal of these weekly insights isn’t just to lecture, but to support your journey in expanding to Europe.
Breaking into a market as demanding as Europe’s can be daunting, but it’s absolutely achievable with credibility on your side. In Europe, credibility is the currency of success.
Little by little, you’ll go from unseen to unforgettable. I’m excited to see how your brand grows, and I’m here to help you navigate the process, turning that no-name into a name that European customers trust and prefer!
——
Thanks for reading, and see you next week.
Want to subscribe - click here.
——
Book a 15-minute introductory call to see if we would be right to work together.
Want to listen to the CLEAN Chemicals Podcast? Click here and listen on your preferred platform.
Is Your Chemical Business Ready for European Success? Click here to find out.
