July 7, 2024
Building a new brand or giving an existing brand a facelift, is a golden opportunity to create a one-of-a-kind standout brand promise that will make a difference in the world. Building a significant brand is complex, but B2B brands bring a whole level of complexity that simply doesn’t exist in the B2C world. Decision-making processes are lengthy, decision-makers come and go, and increasingly, the decision-makers are Gen Y and Gen Z. The road to the end user is paved with importers, distributors, and dealers. The orientation of most of the people you are working with is engineering or sales. Your brand needs to make its way into everyone’s hearts on the long and winding road ahead. From time to time, I still hear that “in the business world, people make rational decisions.” In my experience, people are people even when they sit in the decision-making chair. Their considerations are professional, business, and personal and the brand needs to touch all these points
A meaningful brand must be relevant, differentiated, and inspired
1. Be relevant
Before you begin, define your audience. Unlike launching a product line that appeals to distinct customers, a B2B brand speaks to a wide range of audiences – existing and potential customers, employees and candidates, investors, suppliers, opinion leaders, and influencers.
However, you operate in a very specific world, so finetune the audience that interests you and create circles of influence. Who is in the first circle and who is in the more distant circles? The brand needs to speak directly and accurately to members of the first circle and still be relevant to other circles.
To be relevant, you need to know your audience, what their challenges are, and where you can help them deal with their challenges well. To motivate people, we must touch their “operating” buttons, speak their language, and solve the problems that bother them. We want to sell them what they want to buy and not what we want to sell — even if it’s the same thing.
2. Build a differentiated value proposition
To build a differentiated value proposition, start with A, B, and C: Assets, Benefits, and Core Values.
Assets – What are your biggest assets? What strengths are you most proud of? Make a list of the things you’re best at – unique patented technology, people with unique knowledge, exceptional support and service, and more.
Make sure that every strength that makes up your list is grounded in reality, and not an aspiration for something you’d like to have. From the list, extract the three most significant strengths. As much as possible, select those that differentiate you from the competition.
Benefits –Step into your customers’ shoes and think about what they get out of your strengths. This is where you ensure that you provide professional benefits that help them upgrade their professional field; business benefits that contribute to their business performance; and no less important, personal benefits. Ultimately, everything is personal simply — because people want to make sure that choosing you promotes their reputation within the organization.
Core Values – Brand values are always important, but even more so in the B2B world. People are an integral part of your value proposition – whoever defines the specifications with the customer, develops, sells, installs or integrates, provides service and support – all these and more bring the brand to life.
They must follow a uniform set of values to ensure that they deliver the benefits to the customer and subsequently deliver on the brand promise. If the company was founded recently, the values may be naturally infused into the brand. If the company is alive and kicking, the values are usually passed down over the years. Make sure the values reflect the company’s DNA.
There’s nothing new under the sun
You may find that your competitors have an asset, benefit, or value that appears to be similar to yours. However, the combination of assets, benefits, and values must be unique to your company. That’s why starting with unique assets and formulating benefits that address your clients’ deep and diverse needs is important.
The more you get to know your clients, the more likely you will produce differentiated benefits. This is another opportunity for differentiation: your founders, owners, and significant employees are the unique spirit that makes your company what it is.
3. Bring inspiration to life with a promise
To make sure your brand inspires you and everyone you meet, go back to your vision. The thing that fascinated you when you started your business or that attracted you to join the company. The reason you get up in the morning and go to work. The North Star lights the way for you, even on days when visibility is poor. Your vision is an ambitious statement that describes what your organization ultimately wants to be. Spoiler alert: you’re not supposed to get it, you’re supposed to aspire to reach it. As Aviv Geffen put it, ” The moon is so high up there that we can’t touch it, and there are some who are still trying.” Your vision is there to lift you high above your daily activities and inspire you.
Building or refreshing a brand is a strategic task
Don’t cut corners. Enjoy the journey as much as the destination. Get as many people involved in the process as possible to make everyone feel a part of it. This is how to make them the best ambassadors for your brand.
Formulating a brand strategy is an extremely important and complex process, but it’s only the beginning. From now on, the entire organization has to fulfill it, to bring the brand into the lives of those who experience it exactly as you intended. In the B2B world, your brand will touch a lot of people for many years to come. Make sure that everyone has the same experience, irrespective of the language they speak.
A brand is a promise. A strong brand is a promise that is fulfilled every day in every encounter between the brand and the world.
2. Branding + Marketing = A Winning Formula
"Marketing is asking someone on a date. Branding is the reason they say 'Yes!'"
Your brand is much more than just a marketing tool—it's a strategic asset that can drive our business success.
To get more people to say yes—whether they are customers, employees, or investors—your brand must be:
When you manage the customer journey strategically, branding becomes a powerful opportunity—building trust, differentiating your company, and fostering long-term relationships with your customers.
A Strategic Brand Accelerates Your Business
Whether your goal is converting leads into customers, attracting top talents, or driving organizational changes, leveraging your brand helps you achieve it intelligently and elegantly.
Great brands don’t just sell products—they bring people together around something bigger and more meaningful. Ultimately, people seek meaning. What is your brand doing to provide meaning to your customers?
Today, every leading global company—like Uber, Porsche, Apple, and more—uses a Design System to maintain brand consistency across platforms, from websites to apps. These companies don’t hide it; on the contrary, they showcase their systems proudly and in a clear, user-friendly way. It’s not just a tool; it’s a clear message: This is a company that knows what it’s doing.
Take, for instance, 
Another great example is 
