Brand Relevance in B2B

What’s the big deal about brand building for B2B vendors, you buy from those that solve the solution right? Well, it’s a little more than that. You end up buying from those who you know have the solution.

Be found: brand differentiation

For 90% of B2B customers, online research is critical in the process of the buying cycle.

Before getting to the consideration stage, B2B purchasers have made an average of 12 searches. In fact, nearly half of the decision-making process is taken up by online research.

In other words, to be noticed in those searches, a product must be easily differentiated and clearly recognisable.

So, it is imperative to invest in those elements that differentiate one seller’s products from another’s – like a name, logo, unique design and their unique selling point (USP).

Takeaway: If you don’t already have a clear brand identity, that’s the first thing to invest in.


This would be the end of the story if that’s the extent of the value of branding.

Be valued: brand distinction

80% of the B2B buying process takes place with zero human contact.
This means that your online presence carries the burden of moving your lead from discovery through to shortlisting.
While a logo gives the appearance of difference, it provides evidence of neither value nor benefit. The cornerstone of brand development is to view it through the customers’ eyes. What value are they looking for, and how can they recognise it in your product?

What distinguishes your product from the next, and encourages the customer to purchase, is the brand experience.

Takeaway: Develop your brand character and express it through custom-made content. Engage your customer wherever they are in their journey: provide explainer videos, product reviews, thought leadership articles, and insight into what your brand stands for.
Of course, having killer content does nothing if no one sees it. Distribution is key.
How? Invest across various platforms, both internal and external. Paid advertising, organic word of mouth and brand-owned content builds reach and brand trust— both of which set your brand apart.

3 Reasons to invest in your B2B brand

  1. Inconsistent branding leads to customer confusion, whereas consistent brand presentation across all platforms increases revenue by up to 23%.
  2. The strategic placement of content relevant to the buyer’s position in their journey increases conversion rates by 72%.
  3. Customer experience is the key influence for 90% of B2B buyers.

The Bottom line

Given that B2B brand development directly influences sales, building a distinctive brand that demonstrates (and communicates) value is imperative.


Speak to us today so we can find your audiences, expand them and convert them – faster.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” Seth Godin