5 Ways to Break Free From Boring B2B Branding

B2B branding is a bit of a disappointment.

Across this branding category, we are met with similar logos, colors that play it safe, a jargony language derived from an out-of-touch exec or cringe AI, websites using the same WordPress template, automated social media, and the overly predictable “please fill out this form so we can hunt you down until you buy a product you’ll rarely use.”

Hyperbole on my part? Perhaps. But I bet there are a good number of you nodding your heads. But it doesn’t have to be this way. Remember, we are marketers capable of creativity!

As marketers, we have more control than we think. It is on us to pause and think more broadly. We are strategists and problem solvers. Marketing is the blend of art and science.

In recent years, B2B marketing has over-indexed to the science. It’s time for the pendulum to swing back, and here are five ways a B2B brand can show more personality:

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1. Steal Like an Artist (This Is a Great Book, by the Way)

There is nothing wrong with looking at brands you admire and borrowing what works for your marketing. B2C is an excellent source for this, and I’m sure you can rattle off a number of B2C brands you love.

The water company Liquid Death is literally rewriting the book on how to build a brand. A quick Google search will lead you to countless thought leader takes on their marketing (like this article). This is the copy on their About Us page:

“Liquid Death will not kill you. But make no mistake, our infinitely recyclable cans of premium low-calorie beverages will absolutely murder your thirst. And it doesn’t stop there. After twerking on your thirst’s grave, these ruthless cans will actually donate a portion of the proceeds to help kill plastic pollution.

Why? For centuries, all the funniest and coolest marketing and branding was only done for unhealthy products like beer, fast food, candy, and junk food. But those days are over.

Soon, Liquid Death will use health and humor to conquer the world and make all beverages Liquid Death for eternity. At which point we’ll finally begin turning the human race into flesh batteries to power our giant marketing robots.

But enough about us and our boring story. Tell us about you: [Contact Us Form]”

Authenticity and originality in your approach can go a long way, and there is nothing wrong with looking to others for inspiration.

2. Your Voice Matters

Which leads us to this. What are you actually saying?

A good place to start here is a customer, not someone on your C-suite. In fact, talk with lots of customers. Learn to talk about your product and the problems it solves like your customers do. Avoid corporate jargon, because remember, you’re not appealing to a VP or an analyst, but a real human being doing three different jobs while navigating their own internal politics and the threat of being replaced by AI. 

KISS: keep it simple stupid. I have found this to be invaluable advice.

I really appreciate the simplicity of New Relic’s messaging:

“Is it the server? Network? New Relic knows. Free end-to-end monitoring for your entire stack in 5 minutes or less.”

Simple, direct, and easy to understand. 

3. It’s Ok to Be Creative!

Remember when B2B marketing was more than pipeline, conversion rates, bigger targets with slashed budgets, and a 20% reduction in marketing headcount? Back in the day, Mailchimp led the way in B2B brands that used a creative brand strategy to drive growth and create brand advocates out of customers—the good ol’ days.

This is needed more than ever,  and nothing stops you from giving more thought to your brand’s values, visual style, and identity. Allow the fun to creep in. This has a lot to do with the type of persona you market to, but remember, they are still humans. Forget your competitors – just because they are doing it a certain way doesn’t mean it is right. 

And remember, B2B is humans at a business marketing to other humans at a business. We all crave meaningful connections, which creativity provides. I still have the custom Mailchimp playing cards they sent me 10 years ago. And I am apparently still talking about it.

But back to today, here are two shoutouts to B2B brands upping their game.

Leave it to a seaweed-based B2B packaging solution to lead the way. Sway, featured previously as a branding case study on The Branding Journal, delivers across all areas – a beautiful brand, meaningful photography, communicative video, simple messaging, and wait for it, unique colors! Finally, a stunning array of colors.

Supertrash delivers a bold and stunning visual identity out of New Zealand. Their Instagram feels more B2C than that of a B2B waste management company.

See? If they can do it, so can you.

4. You Are a Storyteller

Great marketing is simply telling a good story. I believe Confucius said that. Or me.

Runway does a superb job of this. And here’s why – their connection between visual identity, integration of values, simplicity of messaging, means of delivery, and how it all ties together is practically flawless. 

Your responsibility as a marketer is to:

• Craft a story that connects to others
• Combine the above advice (borrowed ideas, an authentic voice, and creativity) to shape your brand and content strategy
• Think of the best way to deliver your story. It really doesn’t have to be a .pdf.

This may sound fairly obvious, but we could generate a long list of B2B brands overlooking this.

5. Grab Someone Else’s Sunlight

B2C loves a good brand collaboration, but it doesn’t mean we can’t adopt these on the more risk-adverse side of B2B. The right partnership or collaboration can bring your company a boost of brand vitamin D.

• Co-market with brands that you aspire to be and make business sense – think something along the lines of Apple and OpenAI
• Utilize experts or influencers to help spread your creative content – Hubspot’s blog is filled with external expert content
• Align your company values and offerings to something bigger – Restaurant point-of-sale company Toast runs Toast.org, focused on enriching the food experience for all
• Co-brand a product – the  Nintendo x ScanDisk MicroSD Cards is a perfect match of brand and business need
• Sponsorships can align you with the right experience and the right impressions – look at all the B2B tech brands flocking to Formula 1 (assuming you have millions of dollars in discretionary marketing spend)

Marketers are in the relationship-building business. Build out your own set of collaborations to bolster your brand awareness and sentiment. And remember, if you are struggling for inspiration, B2C will always be there.

Final Words

Let 2025 be the year that B2B becomes more brand-focused and creative. This shift will result in better storytelling, stronger connections, and an increase in the metrics the board cares about.

The board may never ask you about brand strategy, that’s why you want the numbers to do the talking. And to hit these aggressive targets, you have to connect to the humans on the other side of these B2B brands.

Good luck!