Four elements of distinctive character 

Provocative and challenging creative 

Provocative creative generally isn’t considered to be the norm in b2b—it’s easy enough to skate by on straightforward benefits and use cases. However, b2b brands that excel tend to have one thing in common: a distinct and provocative POV that lands with their audience. Business seeks to disrupt, to challenge, and to innovate, and in successful b2b companies, this attitude is reflected not just in action, but in marketing too. In fact, studies show that in b2b, powerful creative can be 10 to 20 times more sales effective than mediocre creative (source)—showing marketers that the real risk is in being forgettable.   

A brand that’s doing this well: Ripple 

Last year, we helped Ripple launch its first global brand campaign, centered on the idea that crypto means business. With this work, the brand spoke directly to financial leaders, challenging them to break free from the status quo and embrace a new, innovative technology to achieve their goals—crypto solutions for business. 

Embracing emotion 

Emotion has long been an important tool in consumer brand building—using big, human ideas to engage emotions and build associations with the brand. B2b, however, has lagged in this area, with commercial marketers mistakenly assuming the rational always outweighs the emotional in professional environments. They over index on use cases and proof points, forgetting to leave space for emotion, which is ultimately more important to driving brands forward. In fact, research shows that B2B marketing strategies that appeal to an audience’s emotions drive a massive 7x more very large business effects in the long term than campaigns that appeal to them on a rational level (source)—emphasizing just how important it is to continue leaning into the big ideas. 

A brand that’s doing this well: Apple 

In their “Apple at Work” series, Apple tells stories of people tackling professional hurdles—WFH collaboration, quick pitches, etc.—with Apple at their side. While product features come through loud and clear in the work, the focus always remains on the humans using the technology, inviting us to see ourselves in the emotional ups and downs of work. Check out their 2019 commercial, Apple at Work – The Underdogs.  

Highly distinctive and easy to recognize 

When it comes to visuals, b2b is not easy—products are often intangible and difficult to visualize, and buyers demand the rational in addition to emotional. This often leads b2b marketers to play it safe, as they hope to build credibility, or to avoid being perceived as too wacky or unserious. They’re drawn to stock visuals. Muted color palates. A general lack of creativity and emotion. As a result, however, consumers mistake half of brands for a competitor (source)—implying that in their attempts to seem professional by sticking to category norms, brands lose out on recognizability, ultimately harming their brand building efforts.  

A brand that’s doing this well: Mailchimp

As a small business solution, Mailchimp has never shied away from fun. Its colorful palate, playful copy, and famous icon, Freddie the winking monkey, have helped the brand grow from a newsletter distribution tool to a global marketing platform, and shown, in their own words, that “growing up doesn’t have to mean buttoning up” (source). Take a look at their Brand Guidelines to learn more. 

Transparency and honesty 

While emotion and creativity are important tools for building b2b brands with distinctive character, transparency and honesty remain critical. With months-long sales cycles (source), double digit buying committees (source), and high distrust among b2b buyers (source), there are plenty of opportunities (and incentives) for potential customers to interrogate claims and ask questions, so brands must be mindful of rooting each big idea in a brand truth. Selling a dream is one thing but proving that your brand can do the work is equally important—brands must always ensure that their promise is accompanied by proof if they want to build credibility.  

A brand that didn’t do this well: Southwest Airlines 

Finally, we have Southwest Airlines, which has made headlines for cancelling thousands of flights this December, leaving travelers and staff across the country stranded during peak holiday season. Southwest serves as proof that no matter how much time is put into developing a brand mission, or how well-crafted an advertisement is, it can’t recover the reputation of a business that continually makes decision that go against the well-being of its employees and consumers.  

Ultimately, the key to developing a distinctive character lies in being bold enough to break from category norms and create a brand worth noticing. How does your brand stack up?