Branding as a whole has gone through a major shift. B2B branding more specifically has gone through a seismic shift. There’s no longer the dying need to appear flawless to your prospects and audience. Authenticity tends to take center-stage alongside its friend; transparency. Both are the new driving forces between successful B2B brands. Unlike a lot of branding components, this isn’t just a trend, it’s a fundamental change in how businesses are approaching their connection with audiences. Today, we’ll run through the old way of B2B branding and this new approach – outlining why it’s not only more effective, but also more human (which we think is huge considering how big AI has gotten!).
The Old Way: Perfection Over Authenticity
For years now, B2B branding has been mixed into the conversation of “look at me,” as these companies attempt to look polished and perfect to their audience. Companies invested a ton of resources into creating this image, which ultimately excluded confidence, success, and infallibility. Here’s the old approach broken down:
- Perfect Appearance is Everything: Slick and immaculate must’ve been written all over the bathroom walls in the B2B space as that’s what they all prioritized. Whether it was their website, marketing materials, or PR pieces, everything had to be polished to see yourself. The goal wasn’t to like drive conversions or anything like that – it was to look flawless – a well-oiled machine that had all the answers and never made a mistake.
- Highfalutin Language: The majority of communications from these B2B companies was filled with jargon and complex languages that only they could understand. Why? Because they wanted to impress clients with bigger words and complex technical terms, even if they didn’t understand what was being said themselves. Language was usually vague and inaccessible, creating an unskippable barrier between the company and its audience.
- One Voice: There wasn’t a room with decision makers looking to add to anything, only the CEO or a designated spokesperson communicated on behalf of the entire company. This single voice meant to control the brand’s narrative tightly. Employees on the other hand were told to keep their heads down, with little to o public engagement.
- Limited Transparency: Under the old model of branding, a lot of companies appeared reluctant to use customer testimonials because their product or service didn’t always live up to the hype. This lack of transparency created a sense of distrust, as customers felt they weren’t getting the full story.
- Incomplete Storytelling: While companies built out messaging and wanted the narrative to be perfect, you could always tell it was all carefully curated, with any imperfections or challenges left out of the picture. This left customers feeling suspicious because it felt as if we only saw the tip of the iceberg.
The New Way: Authenticity Over Perfection
Now that we’ve seen changes in the B2B world, companies are realizing that consumers have more access to information and more options than ever before. Authenticity is far more important and valuable. Here’s what the new approach entails:
- Lead with Transparency and Authenticity: Modern B2B brands aren’t afraid to let it all hang out – literally. They openly share what they can and cannot do, even if it means losing the potential customer (more times than not, they’ve dodged a bullet). Statements like “We actually don’t do that. We may not be for you,” are commonplace.
- Accessible Communication: No more random, technical, overcomplicated jargon. B2B companies today communicate clearly, directly, and honestly – as if they were speaking to a golden retriever. They focus on being real and relatable, ensuring their message is accessible to everyone – not just industry professionals.
- Everyone is a Spokesperson: Every employee is now encouraged to share their thoughts and experiences on social media. The company celebrates personal brand development, even if it isn’t just the CEO. This builds a richer, more authentic brand narrative which also promotes a more human and approachable brand.
- Celebrate Imperfection: Rather than hiding their flaws away, B2B brands now acknowledge that they’re not perfect. They share successes and challenges – especially when building in public. Customers tend to take in the honesty and are more likely to trust a brand that doesn’t pretend to be something it’s not.
- Customer Involvement: It used to be that customers would buy and then they never come back again. Today, customers aren’t just passive recipients of the brand’s message – they’re active participants. They align themselves with the brands they love, usually sharing their positive experiences publicly. This authentic advocacy is far more powerful than controlled testimonials.
Takeaways:
We think this is an important shift – it opens the doors for more possibilities within the B2B branding space. There isn’t a push for perfection, however, there is a push to authenticity. Customers today are savvy – they can spot garbage messaging and story-telling from a mile away. They value honesty, transparency, and a brand willing to show its human side.
So, if you’re still stuck in the old way of doing things, it’s time to evolve. The future of B2B branding is here, and it’s all about being real.