Why most B2B Brands Aren’t Ready To Deliver
In this episode, we explore why the traditional divide between B2B and B2C branding is disappearing. Consumer experiences are reshaping B2B expectations fast and product excellence alone is no longer enough to win.
Branding Before Breakfast Ep 203 Why most B2B Brands Aren’t Ready To Deliver
Morning, I’m Jodie, I’m the MD at Tiny Hunter and today I’m thinking about all you wonderful B2B brands out there. Here is the thing, your customer is not coming to work and leaving half their brains behind with all these incredible B2C experiences that they’re having.
A lot of them are digital natives. They’ve grown up with these seamless experiences. They’re dealing with Apple, Netflix, all these amazing brands, and then they’re dealing with B2B brands. And to be honest, it’s really disappointing. A lot of B2B brands are really stuck in the past. And yes, your product or service still needs to be excellent, but that’s just permission to play.
You need to couple that with a really differentiated, world class, seamless brand experience because they’re going to be comparing you to all those B2C experiences because we are whole humans. We’re not split into B2C, B2B. We are humans. And so the best B2B brands right now, they are, you know, building that emotional connection while delivering the product excellence.
They’re giving us these stories that really resonate with human needs and solving complex business challenges. So when you think about your brand, you need to think about it from your customer’s consumer lens and how are you living up to that? Your brand, is it dated or is it leading? The brand experience, all the touchpoints, every part and every interaction needs to be consistent, needs to be differentiated and it needs to be good enough because otherwise you’re letting your business down.
That’s it from me, it’s time for brekkie.
Written by: Jodie de Vries
Published: February 11, 2025