Why B2B branding needs to be as exciting as B2C

When we think about branding, it’s easy to associate excitement, creativity, and emotional engagement with consumer-facing (B2C) brands. However, in the fast-evolving landscape of B2B branding – especially in sectors like retail property and food & beverage – businesses need to rethink how they present themselves. A compelling and engaging brand identity is just as crucial for B2B companies as it is for B2C, yet many still rely on outdated corporate aesthetics and uninspiring messaging.

Why is B2B Branding Often Overlooked?

Traditionally, B2B branding has been seen as functional rather than emotional. Many businesses operate under the assumption that decision-makers are rational beings who only care about cost, efficiency, and ROI. While these factors remain important, they are not the only drivers of decision-making. B2B buyers are still human – they are drawn to brands that communicate personality, trust, and innovation; not to mention the fact that the world is rapidly changing and people’s decision making is now more weighted to value alignment than the bottom line.

How B2B Can Learn from B2C

To stand out in competitive sectors, B2B brands must take inspiration from their B2C counterparts. Let’s examine how strategy, visual identity, and storytelling can make B2B branding as exciting as B2C.

1. The Role of Strategy: More Than Just Sales

A well-defined brand strategy is at the core of any successful B2C brand. For example, shopping centre developers such as Westfield (part of Unibail-Rodamco-Westfield) don’t just present themselves as property managers – they market themselves as curators of experiences, entertainment hubs, and lifestyle destinations. They engage both tenants (B2B) and shoppers (B2C) with a strong emotional narrative.

Likewise, in the food and beverage sector, brands like Bidfood UK, a major supplier to restaurants and hospitality businesses, shifted from being purely a distributor to becoming a thought leader in the industry. They create deeper loyalty and engagement with their clients by positioning themselves as partners rather than just vendors. Their core focus is around providing an excellent experience for their customers and this is what led to their decision to make the shift.

2. Visual Identity: From Corporate to Captivating

B2B brands often rely on muted colour palettes, rigid typography, and templated designs that fail to leave an impression. B2C brands, on the other hand, are masters of visual storytelling, using vibrant colours, expressive typography, and engaging imagery to forge emotional connections.

Consider how The Crown Estate, a major player in retail property, has adopted a modern, approachable visual identity that goes beyond just corporate real estate. Their branding reflects community engagement, sustainability, and modern placemaking – A core example of this is their Regent Street brand. All of these are elements that align with contemporary consumer expectations.

Similarly, in the foodservice industry, brands like Brakes (a food supplier for hospitality businesses) have invested in dynamic branding with engaging photography, bold messaging, and digital storytelling. This approach makes their brand not just functional but desirable, much like a premium B2C food brand.

3. The Power of Storytelling

B2C brands have long mastered the art of storytelling – Nike, Apple, and Starbucks don’t just sell products; they sell aspirations, culture, and community. B2B brands need to do the same.

For example, CBRE, a global real estate services company, doesn’t just showcase properties; they highlight the future of work, sustainability, and innovation in commercial spaces. Their thought leadership content, immersive digital experiences, and branded storytelling make them more than just a service provider – they are seen as visionaries in their field. We’re particularly loving how they push their content out to users to showcase their lead in the industry.

In the food sector, a Pip client, Lactalis UK & Ireland, has excelled at branding by engaging chefs and restaurateurs with compelling content, recipe inspiration, and sustainability initiatives. This not only positions them as an industry leader but also builds a more emotional connection with their clients.

Conclusion: The Future of B2B Branding is Bold and Engaging

The old-school corporate approach to B2B branding is no longer as effective as it used to be. To succeed in today’s competitive landscape, brands in sectors like retail property and food & beverage must embrace bold visual identities, compelling storytelling, and strategic positioning – just as their B2C counterparts do.

By humanising their brand and making it as exciting as consumer-facing brands, B2B companies can forge stronger connections, build trust, and drive long-term success.

It’s time for B2B branding to shed its stiff, transactional image and embrace the creativity, personality, and engagement that make B2C brands thrive.

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