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August 16, 2023

Jennifer Ready


Chief Creative Officer

When it comes to brand loyalty, B2C companies have mastered the art of building strong connections with their customers. However, B2B brands, though recognizing the significance of customer loyalty, often struggle to replicate the same level of engagement.

In our playbook on the Era of Engagement, we discuss how we’ve entered a phase in enterprise tech marketing where prospects, customers and employees require digital engagement in order to receive value from their relationship to the brand. With that being said, let’s explore how B2B tech companies can learn valuable lessons from B2C loyalty strategies when it comes to web design and user experience.

By embracing a human-centered approach to branding and user experience, B2B businesses can foster lasting relationships with prospects, customers, and employees, resulting in increased revenue and growth.

Branding Is More Than a Logo and a Tagline

B2C companies are known for owning and embodying their brand in every aspect of their business. From their products to their website design, the brand’s essence is consistently conveyed throughout the entire user experience. 

Taking inspiration from the B2C world, B2B tech strategies must delve deeper into their own brand DNA to craft a narrative that resonates with their unique audiences. While elements like a logo or a catchy tagline are essential to a business, they are just the tip of the iceberg when it comes to building a strong brand identity.

The heart of a company lies within its brand with a lowercase “b.” While a company’s brand with a capital “B” may represent its most defining characteristics, its brand with a lowercase “b” makes up who the brand is at its core — It is the story the entire user experience should tell. 

B2B Tech Strategy: Crafting the User Experience

In order to embrace its brand (with a lowercase “b”) and craft a strong brand identity, B2B companies must embrace a human-centered approach. While B2C and B2B companies may seem entirely different in their reasons for being, they’re both ultimately selling to humans—  which means that considering the motivations of the person behind the decision is crucial.

One realm where the boundaries between B2C and B2B are blurring is user experience. While B2C companies have long understood the importance of an engaging and intuitive user experience, B2B companies have sometimes lagged behind, focusing more on the content and technological capabilities of their website. However, the tides are changing, and B2B brands must recognize that they’re not just selling to “brands,” but to real people with real needs and emotions.

The line between making personal purchases and professional decisions is not so definitive when it comes to the user experience. Whether a buyer is choosing a product or software for themself or for their company, they’re still looking for a product that’s easy to use and implement, visually appealing and technologically innovative,  —  as well as delightful to interact with. Investing in intuitive interfaces, responsive designs and personalized interactions can make all the difference in winning over clients and building lasting loyalty.

Brands don’t need to sacrifice design to meet business goals. A website can include all the necessary content and technological capabilities while still being easily navigable and visually appealing. This instills trust and confidence in potential clients, leading to increased conversions and customer retention. B2C companies have long recognized that design and functionality go hand in hand, and B2B brands can benefit immensely from adopting a similar mindset toward their websites and brand identities.

Branding is Not “One-Size-Fits-All”

In the diverse landscape of B2B companies, there’s no singular formula for crafting a perfect brand identity. Each company operates in unique market conditions, caters to distinct target audiences, and pursues specific business objectives. Therefore, it’s crucial to understand that branding isn’t a “one-size-fits-all” solution.

Some B2B companies may be in the early stages of developing their brand identity, while others are looking for more of a refresh of their existing brand. Some companies’ top priority is design while others want to focus more on performance. What’s important is that a brand doesn’t have to sacrifice either of those things or any of its goals when designing a brand identity.

Ultimately, successful B2B branding is about striking the right balance between creativity and practicality. By embracing flexibility and adaptability, B2B companies are able to evolve their brand identities as they evolve, strengthening and maintaining loyalty among their customers.

Our client, Tricentis, is an example of a company whose brand identity evolved as their company evolved. Our journey with Tricentis began with a small project that eventually expanded into a comprehensive website overhaul. Keeping their growing customer base in mind, Tricentis adapted their strategy and, together, we harnessed the potential of customer-centric branding to meet their goals and boost conversions and loyalty. Throughout the process, we maintained close collaboration, ensuring that their technological and design needs were in sync, without compromising either.

Final Thoughts

By taking a human-centered approach to branding, focusing on the user experience, and tailoring strategies to individual company needs, B2B businesses can create meaningful connections with their audience. 

Download our Era of Engagement playbook to read our perspectives on the evolving B2B marketplace and how tech marketers can boost conversions and customer engagement, accelerating reputation, revenue and loyalty through their B2B tech strategy.