Samuel Thimothy is VP at OneIMS.com, an inbound marketing agency, and co-founder of Clickx.io, the digital marketing intelligence platform.
Say your business is in a lineup with all of your competitors—the other companies that provide similar products or services to the same audience. Your ideal customer comes up and is tasked with pointing you out. Unfortunately, as they search through the sea of sameness, they can’t find you because you look just like everyone else.
How can they distinguish your brand from the others?
In other words, why should your buyers choose your business over another?
Unless you set your B2B brand apart from the crowd, your audience will see your company as interchangeable with your competitors. In fact, just 5% of brands are considered unique in the minds of consumers. The key to growth—and survival in a cutthroat market—is to differentiate your brand.
What Is Brand Differentiation & Why Does It Matter in B2B?
Brand differentiation is the process of identifying and communicating the qualities and characteristics that make your brand unique. It involves taking the things that make your brand original, memorable, relevant, and distinctive and using them to build a brand identity that resonates with your audience.
Importantly, it goes beyond the specific products and services you offer to customers. Brand identity is not about a list of features or benefits—it focuses on more than the sum of your parts.
The goal of brand differentiation is to broadcast the unique aspects of your brand, but the benefits are much broader. With a distinct brand identity and message, you can significantly enhance customer retention, foster brand loyalty, and boost your marketing and acquisition ROI.
5 Proven B2B Brand Differentiation Strategies
Effective brand differentiation turns your brand into a lighthouse that cuts through that sea of B2B sameness and guides your target customers right to your doorstep. But without a deliberate brand differentiation strategy, your business will struggle to grab attention.
Apply these brand differentiation strategies to boost your memorability, help your message land, and gain traction.
1. Figure Out What Makes Your Brand Different
Identify and clarify what is unique—or even odd—about your brand. Consider the specific characteristics, qualities, and aspects of your business that meaningfully differentiate your brand in the minds of both your employees and target customers.
Start brainstorming your unique differentiators by answering these questions:
- What specific niche do you market to?
- How does your brand make your customers’ lives easier?
- What beliefs and principles guide your decision-making?
- What is unique about your brand story?
- What is your approach to customer service?
- What is your business incredibly good at?
- What meaningful benefits do your clients get from working with you?
- What proprietary ideas, technology, expertise, or resources do you own?
Be as clear and concise as possible, and don’t forget to align your differentiators with your brand values, mission, and vision.
2. Understand Your Target Market & Competition
The first step was about finding what sets your brand apart in theory. But just because it looks good on paper doesn’t mean your buyers will actually find it memorable, engaging, or interesting. It’s important to tailor your brand differentiation messaging to your audience in a way that resonates with them as well as sets you apart from your competitors.
Conduct deep audience research—surveys, interviews, focus groups—to learn more about the goals, challenges, preferences, habits, and pain points of your ideal buyers. Perform competitor analyses to find out what your competitors are doing to stand out (so you don’t overlap).
3. Tell an Authentic, Compelling Brand Story
Content marketing is an essential part of brand identity. And according to the Content Marketing Institute, 84% of B2B marketers found that content marketing helps create brand awareness. So, now that you know what makes your brand unique and how to communicate that message to your specific audience segment, it’s time to craft an authentic and compelling brand story to share your brand identity and build brand awareness.
A strong brand story should build emotional connections with your audience, reflect your values and mission, and differentiate your brand. Communicate your story across platforms like your website, ad campaigns, social media, video, etc. Consistency is key—not just regarding the message itself but also the voice, tone, and visual identity you give it.
Each touchpoint should provide your audience with a compelling reason to turn to your brand rather than another.
4. Give the People What They Want
It’s easy to forget that B2B purchases are not made by business—they’re made by people. People who think, feel, reflect, react, and make decisions like the rest of us.
Unlike in Oz, where we’re asked to “pay no attention to the man behind the curtain,” here you should lift the curtain and speak directly to the person behind it.
Think about how your brand is meaningful, different, and unique not just to your entire target audience but specifically to the customer. What matters most to them? How will your brand make their life better, improve their business operations, or help them increase revenue?
If you want your customer to focus on you instead of the competition, make sure you understand the customer and give them what they want.
5. Position Your Brand as a Thought Leader
When you’re watching a race, who stands out? Whoever is leading the pack.
Positioning your brand as a thought leader not only establishes you as a credible, go-to authority figure in the market but also differentiates you from your competitors. By sharing insights in whitepapers, participating in industry speaking engagements, demonstrating your expertise through webinars, or broadcasting your knowledge as a podcast guest, you can build an unforgettable reputation.
Conclusion
A distinct, memorable brand identity is an invaluable asset to any B2B company. If you understand what makes your brand unique and communicate that message to your target audience, you can build a loyal following and carve out your own space in the market.