The power of branding in B2B
Crafting a strong brand identity in B2B often takes a backseat, when a strong, well-crafted identity is in fact crucial. It builds trust, fuels growth and transforms businesses into recognisable, trusted names in competitive markets.
In B2B sectors, where I spend most of my time, a business is referred to as a consultancy, organisation, practice, or company – not a brand. When we use the word ‘brand’, we’re more likely to think of physical and digital products, such as consumer brands Apple and Nike, or business brands like Xero and Microsoft – products ‘stamped’ for easy recognition.
For these companies, the word ‘brand’ acts as a catchall to refer to both the business and its products.
Apple is a brand and a business – it’s both.
While many B2B businesses are not seen as brands in this way, nurturing and managing a distinctive and engaging company culture and identity offers clear long-term advantages.
Vessev website. Identity by SmithMade. Website by Wildlabs. Brand story by Folio x Vessev.
The benefits of a well-crafted brand
Work doesn’t sell itself – great communication sells and positions your business, both visual and verbal.
Business visibility is fuelled by the quality of your brand assets, both print and digital. Even before people read your messaging, the layout and visuals set the tone for how they perceive you. This perception directly impacts your reputation, as taking care with your business presentation shows professionalism.
With a well-crafted brand and quality assets, you:
Gain a distinctive identity: Easy to recognise and recall.
Position your business: Stand out from competitors for a clear advantage.
Build trust: Recognition makes people more likely to reach out.
Fuel business growth: A quality brand attracts both customers and top talent.
Accelerate brand recognition
Growing brand equity should be as integral to business strategy as managing profit and loss. A strong reputation attracts more (and often better) clients, creating a virtuous cycle of growth.
Many B2B businesses don’t invest enough in branding, missing out on the benefits that a strong identity affords.
In architecture, for example, a second- or third-generation business naturally develops a brand due to time in the market and the high recognition that longevity creates.
For first-generation businesses, this recognition can be accelerated through strategic marketing.
Service-based businesses, in particular, can take cues from product marketing to make their offerings more tangible.
Done well, your communications – websites, brochures, social media, proposals, signage, etc. – come to symbolise your culture, philosophy and value creation. They encapsulate the practical and emotional outcomes you deliver for your customers, team and stakeholders.
It’s clear from global brands, such as Apple and Microsoft, that well-regarded, easily recognisable brands simplify purchase decisions and instil confidence.
