The 7 codes that make B2B brands meaningful
What does building a meaningful B2B brand take in today's market? A new report from Havas offers a handy guide. Here, Gordon Young shares insights from The Drum’s B2B World Fest, where its authors previewed it.
7 codes that make B2B brands meaningful – insights from Havas’ latest study / Adobe Stock
Did you know that 80% of B2B professionals would care if a B2B brand disappeared? This stark contrast to the B2C sector, where 74% of consumers wouldn’t mind if a brand vanished, underscores the unique value and trust B2B brands command. This insight is among the findings from Havas Creative Network’s latest Meaningful B2B Brands study, previewed by Anna Harris of Ledger Bennett and Tony Mattson of Havas at The Drum B2B Worldfest.
The study introduces seven “codes” for building meaningful B2B brands—practical strategies designed to help marketers create brands that resonate deeply with their buyers and deliver tangible business impact. Here’s what you need to know.
1. Flex and adapt
“Brand is how we show up,” noted Mattson, quoting a B2B leader. To remain meaningful, brands must balance consistency with agility. Fixed elements, like tone of voice and visual identity, should anchor the brand, while flexible aspects, such as thought leadership and product development, should respond dynamically to market shifts. Mattson emphasized the importance of “tiny moments”—every interaction with a buyer contributes to the perception of your brand.
2. Get personal
“People do business with people,” Harris observed. In B2B, while functional benefits like price and product quality are crucial, personal connections set brands apart. Marketers must deeply understand their buyers’ needs across the customer journey, ensuring every touchpoint feels personal and human.
3. Balance human and machine
While technology is essential, over-reliance can alienate buyers. The study found that although AI tools and automation offer efficiencies, they risk dehumanizing interactions. B2B marketers must strike a balance—leveraging technology to enhance experiences without losing the trust and emotional connection that human relationships provide.
4. Build trust through partnership
Trust is the cornerstone of B2B relationships, especially given the high stakes of commercial decisions. “Executives are literally betting their careers on partnerships,” Tony explained. The study revealed that 65% of UK executives prioritize long-term, trusted partnerships over short-term gains. Open communication and mutual understanding are key to fostering this trust.
5. Design for the journey
B2B buying journeys can span years, sometimes even decades. “If you miss the sale, you might not get another chance for 10 years,” Harris cautioned. Marketers must map out every stage of the buyer journey, from building awareness during dormant phases to driving advocacy post-purchase. Proactive engagement ensures brands remain relevant when decision time arrives.
6. Align purpose and progress
In B2B, purpose isn’t just a buzzword—it drives business. “When your values align with your buyer’s, you’re more likely to win their business,” Harris stated, citing GE Vernova as an example. This General Electric spin-off built its brand around a mission to transform the energy sector, successfully attracting talent and clients aligned with this vision.
7. Manage complexity
Complexity in B2B extends beyond lengthy buying cycles; it involves diverse decision-makers and stakeholders. Successful brands leverage communities—fostering innovation, learning, and shared accountability among buyers and internal teams. Mattson highlighted how Havas uses peer-to-peer recommendations to navigate these complexities and build stronger connections.
What this means for B2B marketers
B2B isn’t just about transactions; it’s about relationships, trust, and purpose. As Mattson concluded: “Building a strong B2B brand isn’t just a nice-to-have—it’s critical for business success.”
From adapting your brand to changing markets to ensuring your purpose aligns with your buyers’ values, these seven codes provide a roadmap for creating brands that truly matter. In a world where brands can disappear overnight, meaningfulness is the ultimate competitive advantage.