How to Build Your B2B Brand
Updated
Business-to-Consumer (B2C) marketers can build their brands with catchy slogans or buzzworthy campaigns. The branding process is more complex in the Business-to-Business (B2B) world—but every bit as important.
According to a study by U.K. public relations firm Good Relations, brand has more influence on B2B purchasing decisions than any other factor. Of 175 C-suite executives surveyed, 73% said they were more likely to purchase a product based on the perception of a strong brand.
A good B2B brand strategy must take into account these key differences between B2C and B2B:
- B2B products tend to require a larger investment and a longer sales process
- B2B products and services can have a higher learning curve
- The B2B evaluation process can be extensive
- The B2B buying decision often involves multiple individuals
Here’s how you can create and maintain a strong B2B brand:
Make a promise. According to a 2024 report by the LinkedIn B2B Institute and Warc, B2B brands that make a clear promise to the customer, and deliver on it 100% of the time, are almost three times as likely to drive a market share increase than those that do not make a customer promise.
Be a thought leader. Use your website to establish your expertise in the industry and show potential customers that they can trust your knowledge and experience. Stay on top of industry news and trends and post new content regularly that touts your industry expertise.
Engage your audience (and generate leads) with downloadable resources. According to the 2024 B2B Content Marketing report, 59% of B2B companies produce thought leadership white papers and ebooks to generate leads. Not only do downloads provide value for your customers, they can also help you build your email list if you require visitors to provide an email address in order to download a resource.
Develop valuable content. If you’re a B2B company, chances are your products are complex, and the industry you serve has a specific set of issues, concerns, and requirements. If you give customers and prospects relevant information in the form of guides, infographics, and videos that they can use to make important decisions and solve key problems, they will associate your brand with value. According to the 2024 B2B Content Marketing report, 76% of B2B companies say quality content helps generate demand and leads.
Establish a good reputation. For B2B companies, reputation is often just as important as price, if not more so. To a potential customer, a strong reputation translates to increased credibility and reduced risk. More than 92% of B2B buyers say reviews play a key factor in purchase decisions. Search your business to make sure you catch any negative reviews or comments, and set up Google Alerts to receive an email notification when there are new results for your search. Monitor any mentions of your company on social media and review sites, and quickly address any problems or complaints.
Use case studies. For the complex B2B decision-making process, a case study that clearly illustrates the uses and benefits of your product or service can be an invaluable sales tool. Not only is a case study a way to bring storytelling into what might otherwise be a dry and clinical process, it’s also easy to digest, and easily circulated to everyone who will be a part of the process.
Make connections on LinkedIn. For 82% of B2B marketers, LinkedIn is the most important social channel. Make the most of LinkedIn’s brand-building potential by joining relevant industry groups and showcasing your expertise by answering questions and actively participating. Use your company profile to create a compelling pitch to your target audience, post regular updates, and encourage visits to your website for more information.
Don’t discount emotion. A B2B purchase involves logic and objective evaluation, but that doesn’t mean emotion isn’t a factor. According to a 2024 white paper by Triptent, making B2B marketing more human not only improves brand perception but also leads to real business results. But unlike consumer brands, which rely on emotions such as nostalgia and desire for status, B2B brands should focus on authentic storytelling and empathy to build trust and make customers feel understood.