Why shouldn’t your B2B brands be unmissable?
Iris’s Matt Gully argues that B2B is stepping out of the shadows as the lines with consumer-facing brands blur. And with that, expectations are rising. The Drum’s B2B focus explores.
More businesses are recognizing that standing out in B2B means embracing strategies that break the mold. The days of relying on predictable formulas—a logo, a tagline, and a focus on bottom-line benefits—are over. Instead, leading B2B brands are leaning into the idea that their audiences are people first, not just decision-makers in a boardroom. Plus, these brands understand that the network of stakeholders influencing decisions is expanding far beyond one or two key individuals. Their messaging needs to resonate with a wider, more diverse audience, making it more varied, accessible, and impactful.
B2B brands often face unique pressures. They need to communicate complex, technical offerings in a way that’s understandable and compelling. At the same time, they’re vying for attention against household-name B2C companies when it comes to attracting top talent. For a B2B company to thrive, it has to engage with its audience on multiple levels, creating stories that connect emotionally as well as rationally.
Beam and Eutelsat are great examples of how B2B branding is evolving. Beam’s focus on bleeding-edge AI and robotics solutions demanded fresh branding, while Eutelsat’s legacy required renewed relevance in a competitive market. Beam—a technology company that uses AI and autonomy on robotic ships and underwater robots to service offshore wind farms—needed a brand that resonated authentically with its audience. Using our proprietary Passionate Purpose model, we built the Beam brand from scratch, defining a clear brand proposition that informed every aspect of its new identity, from the logo to the website. This wasn’t about mimicking B2C tactics; it was about finding a voice that resonated authentically with their audience.
Then there’s Eutelsat, a leading satellite operator with deep roots in its industry, facing a different challenge. With disruptors emerging, Eutelsat charged us with demonstrating relevance in a rapidly changing market. By highlighting its role in bridging the digital divide, the approach balances how its expertise meets today’s needs without discarding its legacy. This approach positioned it as both forward-thinking and essential.
What’s clear here is that B2B brands can’t afford to be boring. Business audiences don’t have time to decipher jargon-heavy messaging or sift through uninspired marketing. They need to understand quickly not just what a company does, but why it matters. And if the brand doesn’t make that clear immediately, the opportunity is lost.
Talent is another area where B2B branding plays a critical role. In a world where Google, Facebook, and other high-profile employers dominate the conversation, even the most innovative B2B companies can struggle to compete. Strong branding can help level the playing field. It’s not just about attracting clients; it’s about creating an identity that potential employees want to be part of. For companies with bold ambitions but less name recognition, this can make all the difference.
Building a great B2B brand demands the same creativity and boldness as any B2C effort. Business audiences are still human and people want to engage with brands that intrigue, inspire, and connect with them. In the B2B space, where technical complexity can dominate, it’s critical to craft stories that spark interest and invite conversation—because if people don’t know or understand what you do, they won’t pay attention.
Visa is a great example of translating complex offerings into relatable, human stories. Although its services might seem technical at first glance, its role in connecting people and businesses is universally relevant. Through thoughtful branding and storytelling, it’s turned what could be a dry, functional narrative into something dynamic and engaging.
Similarly, SSE’s work in the energy sector is highly technical, but its brand story is all about the future—sustainability, innovation, and the real, tangible impact it delivers. By reframing its expertise in terms of the real-world change it’s driving, SSE has managed to stand out in an industry often criticized for being too opaque or inaccessible.
Ultimately, what sets the best B2B brands apart is their willingness to take risks. It’s easy to play it safe—to stick with the traditional approach and hope for steady growth. But the brands making the biggest impact are those that embrace bold ideas and aren’t afraid to challenge expectations. Agencies must work with their clients to uncover what makes them unique and turn that into a brand story that’s impossible to ignore.
B2B might not always get the same attention as consumer-facing brands, but that’s changing. The lines between the two spaces are blurring, and the expectations for B2B brands are higher than ever. Companies that rise to meet those expectations—that communicate with clarity, that stand out, that create genuine connections—are the ones shaping the future.
Our role as agencies is to help brands not just fit into the B2B world but to make themselves unmissable. Participation is at the heart of this approach—whether it’s a start-up with bold ideas or an established name looking to stay relevant, the goal is the same: to tell stories that resonate, inspire, and connect.