Common Issues Strangling B2B Branding

Your B2B brand is your company’s promise. Every interaction with your customer shapes how they see your company, so make sure all channels are communicating the same thing. This should be an ongoing, strategic and intentional process.

A successful B2B brand accurately communicates the why, how and what’s next. It encompasses your mission, capabilities, differentiators and vision (not just your logo). Creating a solid brand experience is complex and, unfortunately, there are many avenues for failure.

So ask yourself: is my B2B brand…

1. Aligning with reality?

It may be tempting to adopt aspirational brand messaging. However, when a customer’s experience does not align with your brand narrative this spells disaster. It may seem like common sense, but over-promising and under-delivering is certainly worse than simply under-delivering. Carefully consider your brand message and make sure it is an honest reflection of what it is like to do business with your company.

2. Relying on generic value propositions?

Don’t try to be everything to everyone. Home in on what makes you different from your competition. These differences are most likely to resonate with potential customers, especially as they are researching alternatives. Listing your core capabilities is still important but consider framing your business around specific benefits you provide. Focusing on benefits also creates opportunities to grow service and product offerings over time.

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3. Neglected on my B2B website?

A study by Fractl found that nearly 90% of consumers perform a simple online search to learn more about brands. The ubiquity of online searches is certainly affecting how your B2B customers and potential employees are evaluating your business and whether they choose your company over the competition. Focus on effectively communicating your brand message through your B2B website to reach a wider audience more consistently. Make sure to keep your content updated to prioritize your standing in search engines.

4. Showing inconsistencies?

For a brand to be recognizable it needs to be both unique and consistent. Do you have a complete B2B brand guide to help keep your messaging and visuals on track? Your brand guidelines should list specific rules to ensure that all your marketing pieces are cohesive. Think consistent color, font, type hierarchy, tone of voice, logo usage, iconography and imagery. A good brand guide will also show rather than tell, providing examples of your brand in action and across media.

5. Ignoring company culture?

A clear and engaging brand strategy includes a plan for recruiting and retention. Top talent is increasingly more interested in who they are working for and are drawn to work for companies with a clear vision, company strategy, team dynamics and enrichment opportunities. Engaging your workforce is good for the bottom line. High employee turnover can affect client confidence in your business and also increase the costs associated with searching for and onboarding new staff.

Businesses that sell directly to other businesses may not instinctively see B2B branding as vital to growth. However, it is worth remembering that companies are made up of individuals. Your clients are also consumers in our global world and have come to expect a certain level of finesse from every product and service they interact with. Help them choose your company by delivering a visually cohesive brand promise that accurately reflects the business partnership you offer.