Mukesh K. Singhmar

Mukesh K. Singhmar / March 07, 2023

How Do B2B Brand Marketers Feel About Their Brands’ Performance?


Do you ever feel like your brand is kind of a mess? Like, no matter what you do, it doesn’t seem to get any better. If so, you’re not alone. According to a recent study, most B2B brand marketers feel the same way. In fact, only 38% of them believe that their brands are performing well. Yikes! So what can be done to change this? Read on to find out.

In today’s business world, branding is everything. A strong brand can help a company to stand out from the competition, attract new customers, and build loyalty among existing customers. However, branding is not always easy, and it can be especially challenging for businesses that sell to other businesses (B2B). 

B2B brands often have to contend with complex product lines, long sales cycles, and decision-makers who are more concerned with functionality than with style. As a result, many B2B companies struggle to create a coherent brand that resonates with their target audience. This can be a costly mistake, as a lack of branding can make it difficult for B2B companies to differentiate themselves in a crowded marketplace. Fortunately, there are some simple steps that B2B companies can take to improve their branding. By focusing on creating a unique value proposition, developing a consistent visual identity, and telling compelling stories, B2B companies can build strong brands that will help them to succeed in the competitive world of business.

Here’s this thing about Marketers- One day, they love their brands, the next, they’re convinced that everyone hates them. It all depends on how their brands are performing in terms of awareness, perception, and loyalty/advocacy levels. And to be honest, it’s hard to keep track of all three of those things at once. There are plenty of resources out there that can help marketers stay on top of their brand’s performance. Brandwatch is one such resource. It’s a platform that helps marketers track social media conversations and gauge sentiment around their brands. With Brandwatch, marketers can quickly see how their brands are performing in terms of awareness, perception, and loyalty/advocacy levels. As a result, they can make informed decisions about how to improve their brands’ performance.

In the business-to-business world, maintaining a strong brand is essential for success. After all, B2B customers are often making significant financial decisions that could, in some cases, make or break a company. As such, it’s critical for B2B brands to establish themselves as trustworthy and reliable partners. In recent years, we’ve seen a number of companies adopting innovative strategies to enhance their brand image and increase loyalty/advocacy levels among customers/clients/prospects. One popular approach is known as “evidence-based marketing“. This involves using data and research to create powerful marketing messages that resonate with customers on an emotional level. By presenting customers with hard evidence that your product or service can deliver results, you’re more likely to win their business and build lasting relationships. Other B2B companies are taking a more personal approach, using social media and other channels to connect with customers on a human level. By sharing their stories and demonstrating their values, these brands are able to build trust and loyalty among their customer base. Whatever strategy you choose, remember that the goal is always the same: to build a strong relationship of trust and respect with your B2B customers. With that in place, you’ll be well on your way to achieving success.

B2B brands are always looking for ways to enhance their brand image. After all, first impressions are everything in business. Here are a few of the most popular strategies that B2B brands are using to improve their brand image:

Creating Unique Brand Experiences

B2B brands are creating unique brand experiences that set them apart from their competitors. They want their customers to have a positive and memorable experience when they interact with the brand, regardless of whether it’s in person, online, or through marketing materials.

In a world where businesses are increasingly focused on online transactions, personal interactions, and physical spaces have become even more important. Creating an immersive and memorable brand experience can differentiate a company in a crowded marketplace and build lasting relationships with customers. There are a number of ways to create unique brand experiences, from event marketing and pop-up shops to interactive website features and branded content. By investing in experiential marketing, B2B brands can make a lasting impression on their target audience and solidify their position as industry leaders.

Developing a Distinctive Brand Voice

B2B brands are also working on developing a distinctive brand voice. This involves creating a tone and style that is unique to the brand and will resonate with its target audience.

In order to achieve success in the B2B space, it is essential for brands to have a strong and distinct brand image. Unfortunately, many B2B brands fall into the trap of appearing too corporate and boring. In order to stand out from the competition, B2B brands need to focus on developing a distinctive brand voice. This can be achieved by creating compelling and interesting content that showcases the brand’s personality and values. In addition, B2B brands should also focus on building strong relationships with their customers. By establishing trust and demonstrating expertise, B2B brands can create a positive association with their target audiences. When done correctly, these strategies can help to enhance a brand’s image and reputation in the B2B space.

Building Strong Relationships with Customers

B2B brands know that building strong relationships with customers is essential to enhancing their brand image. They work hard to create an emotional connection with their customers and make sure that they always deliver on their promises.

This can be done by providing excellent customer service, being responsive to customer needs, and developing long-term relationships. In addition, B2B brands are using content marketing to build their reputation. By creating and sharing high-quality content, they are able to position themselves as thought leaders in their industry. Additionally, B2B brands are using social media to connect with their audience and create a more personal connection. By engaging with customers on social media, companies are able to build trust and credibility. These are just a few of the ways that B2B brands are enhancing their brand image.

Investing in Quality Design

Finally, B2B brands are investing in quality design to help improve their brand image. They want their website, logo, and other marketing materials to look professional and polished so that they can make a good impression on potential customers.

This can include things like hiring a professional designer to create a logo or developing a consistent visual identity across all marketing materials. By investing in quality design, B2B brands are sending a message that they are professional and reliable. Additionally, this strategy can help to attract new customers and build trust with existing clients.

B2B brands may not be as sexy as their B2C counterparts, but that doesn’t mean they can’t have a strong and recognizable brand. However, there are some unique challenges that B2B brands face when it comes to enhancing their brand image. One obstacle is the fact that B2B customers are often more interested in functionality than aesthetics. This means that B2B brands may have to sacrifice some of their visual appeal in order to appeal to their target market. Another obstacle is the fact that B2B brands often have a less developed online presence than B2C brands. This can make it difficult for B2B brands to reach new customers and create a strong and recognizable identity. Despite these challenges, there are many opportunities for B2B brands to enhance their brand image. By focusing on creating a unique and differentiated brand identity, B2B brands can stand out from the competition and build a loyal customer base.

So, when it comes to business, it’s all about the bottom line. But what if there was a way to strengthen relationships with customers and clients, beyond just selling them products or services? That’s where creating a more personal connection comes in. Here are a few ways that B2B companies can create a more personal connection with their customers and clients:

Get to know them on a personal level

Take the time to learn about their interests, hobbies, and families. This will help you to build a rapport and connect on a more personal level.

Find ways to give back

Whether it’s donating to a cause they care about or offering discounts on products or services, find ways to show your appreciation for their business.

Keep in touch

Beyond just the occasional email or phone call, make an effort to keep in touch with your customers and clients on a regular basis. This will help them to feel valued and appreciated, and it will also keep you top of mind when they’re ready to do business again.


Although it seems like the majority of B2B brand marketers are feeling good about their brands’ performance, there is always room for improvement. Keep in mind that your brand is only as strong as your weakest link, so make sure you are constantly evaluating and improving all aspects of your marketing strategy. What do you think is the biggest challenge facing B2B brand marketers today? Let us know in the comments!

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