To dive deeper into this shift, we sit down with our Brand Director, Anna Tugetam to explore why investing in brand strategy is essential for B2B success. She also shares valuable tips for rebranding, and offers her insights on the evolving role of corporate brands.
1. Why is investing in brand essential for B2B businesses?
For years, B2B companies concentrated their efforts on product development and sales. However, in today’s saturated markets, maintaining differentiation on product features alone has become increasingly difficult. Buyers now face a cluttered marketplace where offerings appear similar, making it challenging to make decisions.
This is where branding comes in.
In reality, businesses aren’t run by machines; they are run by people. And humans are not only basing their decisions on rational drivers but also on emotional ones. Emotional connections play a significant role in influencing purchasing decisions. A compelling brand inspires those who engage with it, creating stronger bonds and a greater sense of trust.
We’ve also seen a notable shift in recent years. Today’s most-effective B2B brands are moving beyond cold, technical language, to connect with their audience on a human level. Companies are now telling stories, tapping into shared values and using bold creative approaches to stand out. They’re showing that branding is no longer optional for B2B businesses. It’s a necessity.
2. What’s your advice to B2B brands looking to rebrand today?
Rebranding can feel like an overwhelming task, but focusing on key elements can ensure success. Here are my top three tips:
Find your unique role
Your brand should sit at the intersection of three factors:
- What your business offers
- What makes you different
- What your customers need and value most
Once you’ve identified your unique role, you should articulate the central idea that sits at the heart of your brand and start building creative, breakthrough content that elevates it.
Leverage emotion
The best B2B brands are built on a central idea that means something to their customers and speaks to their core motivations. This means moving from rational messages such as price and features and tapping into customers’ emotional needs instead.
For example, leading brands like EY and Accenture have articulated powerful brand ideas that resonate deeply:
- EY: “Shape the future with confidence”
- Accenture: “Let there be change”
These taglines are not about rational benefits or even their services. Instead, they offer a belief system that speaks to their customers’ aspirations, suggesting a sense of partnership and shared ambition.
Be bold and be brave!
Today’s marketplace is noisier than ever. Standing out requires creativity, bravery and a willingness to lean into what makes your brand unique. Don’t shy away from exploring bold visual identities, innovative campaigns or messaging that challenges the status quo. Taking risks can yield incredible rewards when done with clear purpose and sound strategy.
3. What about corporate brands? Do they still play a part?
Absolutely. While the role of corporate brands is slightly different from that of B2B brands, it remains essential for creating connection and shared purpose across different businesses. The foundation of a strong corporate brand is authenticity. What is your organisation truly about? What shared commitments drive your operations, employees and portfolio brands? By answering these questions, businesses can establish a clear purpose that resonates.
A well-defined corporate brand elevates every business under its umbrella, ensuring each subsidiary benefits from greater collective meaning.
Corporate brands also play a crucial role internally. They help foster community and culture among employees and customers. The way to build a corporate brand is to create something that people want to belong to.
Anna leads the Luminous brand team and has 15 years’ experience in helping B2B and corporate brands change and transform. If you want to find out more, please get in touch or download our brand boost offer here.