B2B brand differentiation

Picture this: you’re standing in a crowded, bustling marketplace, surrounded by countless stalls and traders all vying for your attention, shouting about their latest offers and beckoning you over.

Sounds overwhelming, right? This can be what it feels like for B2B buyers. They receive countless daily sales emails, see lots of posts on socials and when they do a Google search, a range of options return. You might have the best products or services to meet the needs of your customers, but how can you cut through the noise and stand out for all the right reasons?

It’s tough out there, but with a bit of creativity and some strategic thinking, you can set your B2B brand apart and make a lasting impression. Let’s explore some effective strategies to help you stand out.

Know your audience inside out

First things first, know your audience. It’s much harder to persuade potential customers to choose your business if you don’t know who you’re talking to! Take the time to conduct thorough market research to gain insights into your customers’ needs, pain points, and preferences. By understanding what matters most to them, you can tailor your messaging, products, and services to resonate with their unique requirements.

Define your brand value proposition

From a wide range of experience across B2B and not-for-profit clients, we have seen first-hand how valuable brand value propositions are. It’s what sets you apart from your competitors. A value proposition should clearly and concisely communicate the value you bring to your customers, and the benefits of choosing your brand over others.

Make sure you lead with your purpose and think about how you create that all important emotional connection with your audience. Explore your genuine points of differentiation or where you shine vs competitors. If you don’t already have a punchy brand strapline then now is the time to create one. It’s hard to digest all your key messages and your strapline is incredibly useful for coming straight to the audience’s mind when they think of your brand.

Click here to find out more about why brand value propositions are important.

Tell your brand’s story

From paintings on cave walls to Hollywood blockbusters, humans have been telling stories for as long as we have existed. People connect with stories like nothing else, so use storytelling to humanise your brand and create an emotional connection with your audience. Authentic storytelling differentiates your brand by building trust and loyalty among customers. Think about how you can adapt your brand story or create mini brand stories to serve different purposes to resonate with different target segments.

Don’t overlook your brand experience post-purchase

In an age of automated chatbots and annoying hold music, a great customer experience can be a key differentiator for B2B brands. It takes an average of six to eight touchpoints to gain a relevant enquiry from customers who are looking for what you offer. It’s hard to win new business, so make sure you’re really looking after the customers you already have.

Look back at your brand value proposition and ensure that everything you are promising is delivered in their experience of your brand post-purchase. Listen to your customer feedback and use it to make continuous improvements. Set out a specific retention and growth marketing strategy for your current customers to realise your opportunities.  Remember – it’s a lot easier (and cheaper) to retain and grow existing customers than it is to gain new ones!

Build a strong brand identity

Your brand identity is more than just a logo or colour scheme; it’s the visual and emotional representation of your brand’s personality and values. Your brand identity should reflect who you are and what you stand for, remaining consistent across all your touchpoints, from your website and marketing materials to your social media presence. This can elevate your brand to a new level of professionalism and make it feel a cut above the rest.

Become a thought leader

Establishing your brand as a trusted authority in your industry can give you a competitive edge. So, if you really know your stuff, don’t be afraid to show off! Share valuable insights, industry trends, and expert advice through thought leadership content such as blogs, whitepapers, webinars, and industry events. Customers value expertise and innovation and positioning your brand as a thought leader gives off that exact impression.

So, there you have it, six ways to make your B2B brand truly stand out from the crowd. Follow these top tips to set your brand apart, and you’ll be leaving competitors in your dust in no time.

Don’t forget to balance your differentiation with distinctiveness! Click here for more info.

Looking to transform your B2B buying journey? Email hello@weareembrace.com for an initial chat or visit our Thoughts page for more on our approach.


This latest thinking article was written by:


Jack Lenton
Content Manager