Where did that brand go?
21 Feb 2025
The brand is important, even if you don't sell to consumers
This is one of the most common misconceptions we hear
"We don't need a brand when we sell to other businesses"
But that's exactly why you do need one.
Because businesses do not buy from companies.
They buy from people.
And people buy from those they remember and trust.
B2B does not mean boring
Many B2B companies think that professionalism means being bland and flavourless.
Websites are full of jargon and logos.
But no one cares if you don't evoke any feelings.
A brand doesn't just mean colours and fonts.
It means feeling, trust, and recall.
Why branding matters in B2B as well
• buyers often compare multiple options
• the final decision is often made based on feelings, not just data
• a good brand sticks in memory and makes decision-making easier
• a brand builds long-term trust
• your customer wants to look good in their choice – and a good brand makes that easier
A brand provides security for the buyer
When your brand looks consistent and convincing, it provides security for those making decisions.
If websites are confusing, the logo changes across channels, and the message hops around, it raises doubts, and the customer moves on to the next option.
A brand is the support that gives the buyer the feeling that this company knows what it is doing.
No need to be “cool” but clear
Often in B2B, there is a fear that branding makes the company seem too “youthful” or “hipster”
But it's not about that.
It’s about your message being clear
The appearance is consistent
And the brand feels reliable and human
A brand does not exclude credibility.
It builds it.
So how to start?
• define what your company represents
• clarify the messages and tones
• build visual templates that work across all channels
• create content that supports the brand and delivers results
If you feel like your brand doesn’t really stick in people's minds or if you haven’t even thought about branding properly, then get in touch and let’s discuss the topic.