News & Views

When it comes to branding and campaigns for B2B (business-to-business) endeavours, some instinctively think formal and factual, data and sector jargon. But hold on, even in the corporate world, we can’t overlook the importance of considering and communicating with people.

Picture this: you’re on the hunt for a new technology solution for your organisation. Of course, you’re looking at specifications, functionality and features. But you also want something that resonates with you on a deeper level. Something that reflects the way that you see the world, even yourself. Emotions are at play here. Early Apple versus Microsoft ads come to mind.

Let’s face it, businesses are run by people, and people are emotional beings. Whether they’re in a professional setting or not, emotions still have a say in decision-making. So, if you want your B2B branding and campaigns to stand out, tapping into emotion will help do it. Emotional bonds and earned loyalty can get you through difficult times later. If you care about a brand, you’re more likely to work with the people who represent it to iron out wrinkles in their products and services.

How can we achieve that? The first step is to understand the needs of your target audiences. Identify their pain points, challenges and aspirations. Once you know what makes them tick, you can tailor your messaging to address those concerns directly.

Beyond just their needs, you need to get to know who these people are, how they talk, and what media they consume. Who are the key decision-makers you must get to and how can you connect? Knowing these things helps us craft campaigns that feel like personalised messages rather than cold, generic pitches.

Rarely in projects do we find this information in existing research although the data can act as signposts to what we need to delve deeper into. We find that one on one conversations with people within and outside of the organisation give us much more nuanced feedback. We also promise to not attribute feedback to encourage full and honest opinions. Sometimes, breakthrough ideas come from the most operational and client-facing levels.

Remember, even if your audience or people is representing an organisation, they’re still humans with feelings and emotions. So, putting on our empathetic hats and speaking to their hearts as well as their minds is how we can start to build connections. It’s about creating a bond with your target audience that goes beyond a mere transaction.

Imagine receiving a message from a B2B company that resonates with your goals but also your values. It makes you feel like they genuinely understand your challenges and are there to support you. That’s the kind of emotional engagement we want, and we’ve been able to create the people hooks in even the most dry and commoditised businesses.

Incorporate storytelling into your branding. Share success stories of how your products or services have made a positive impact on other businesses. People love stories, and they help create that emotional bridge between your brand and your audience.

In conclusion, let’s remember that B2B branding and campaigns are not just about pushing products and services; they’re about building relationships with people. By understanding their needs, connecting with their values, and engaging them emotionally, you’ll be well on your way to creating a brand that truly stands out in the competitive B2B landscape. So, put a little heart into it, and watch your B2B efforts flourish!