How playful can you be in B2B?

In a rapidly changing world, brand strategy, especially in B2B, needs to constantly evolve and to take its place often requires new and different approaches. A question that usually comes up when we discuss brand strategies is: How can we play with your brand? For some companies this is a big no-no, for others it is part of their DNA. Google, for example, has a long history of using its logo in its communications in a playful way, but as you will soon discover, there are several ways to position your brand in B2B. Strategic trends that go beyond the obvious.

More and more like B2C

In today's digital landscape, B2B companies, more than ever, need to stand out from the crowd. Social media and online channels are challenging all businesses to rethink their digital strategies, incorporate new ways of communicating and reposition themselves to deliver on their promises. B2B marketers are increasingly approaching the strategies used in B2C. Always-on campaigns, brand awareness, lead generation and boosted content are part of everyday life. Traditional industries face similar challenges and opportunities as consumer-oriented businesses. It is becoming increasingly important to stay ahead of the curve, stay on top of trends and, in some cases, use brand expressions that may feel uncomfortable at first.

Following the evolution of how companies express their brands, we have put together a few trends and data-driven insights that will define 2024 from a B2B marketing communications perspective.

Conveying authenticity through emotion

One of the most important factors and a decisive starting point when a 'business customer' is choosing a supplier is the authenticity of the company. Being authentic means you need to be trustworthy and transparent. The best way to achieve this is to build your communication on both emotional and rational arguments. LinkedIn's B2B Institute has found that creating brand awareness with emotional strategies is 7 times more effective than rational strategies. Some try to create feelings of nostalgia by using trendy themes with collages and retro-inspired activities. Others try to engage by being playful and bold. Below are a few trending examples for inspiration.

Showcasing your originality

In 2023, we saw an increase in originality through various activations such as flash mobs, installations, and seamless integration of AR/VR experiences alongside influencer branding. Today's business climate demands adaptability, prompting brands to maintain both originality and authenticity in their tonality. As we head into 2024, an even more dynamic mix of creativity and adaptation will be required while still holding on to the core of the brand strategy. From a brand perspective, this can be done in several ways, such as making bold statements, demonstrating social responsibility, trying to communicate their values more clearly, or letting images take centerstage.

Three trends to watch out for

Achieving brand awareness in B2B often requires significant investment. High-quality, specialized content, participation in industry events and targeted communication on niche platforms can drive up costs, especially when trying to reach a limited and specific audience. Therefore, it is important to think outside the box and try new ideas to reach out. Embracing new technologies and exploring untested territories. Below are some key considerations to be vigilant about:

• New technologies are knocking on the door. AI is an obvious impact that no one can escape. In the coming year, we will all have to grapple with how to integrate AI into our marketing to help our brands grow.
• Personality first. In B2B, many companies in the same industry have a similar look and feel, but it will become increasingly important to find your uniqueness and highlight your personality.
• Authenticity and ethics are becoming crucial. They are becoming real dealbreakers in B2B, especially as the negative side of AI becomes apparent and companies consider what is 'real' and turn to companies they trust.

New approaches take hold

So, what can we expect from B2B companies in the coming year? Will we see ideas and brand expressions that deviate from the standardized look? We think a variety of interesting expressions will play a role, like:

• Too much
• Contrasting colors
• The bigger picture
• AI versus Anti-AI
• Play with the logo
• Human emotions
• Pixel perfect
• Heat maps

As we continue our journey into 2024 and beyond, the digital landscape offers many exciting opportunities worth embracing. These B2B trends include minimalist and purposeful logos, dynamic color palettes, personalized experiences, storytelling, and so on. This way, you can create captivating and meaningful digital experiences that drive engagement and foster loyalty.

Are you planning to review your brand strategy? If so, don't hesitate to contact the team at Navigator to discuss further.