Half of B2B brands in the UK fail to be distinctive

Nearly half of B2B brands in the UK fail to be truly distinctive, leaving them at risk of looking exactly like their competitors, according to a new report that interviewed senior decision-makers in marketing.

The B2B branding landscape 2024, a report produced by global PR and communications firm Berkeley Communications Group, also found that 91% believe branding “significantly” influences the purchasing decisions of customers. 

Why differentiation in marketing matters 

If a brand fails to make itself distinctive from its competitors, it becomes harder to build a persuasive business case that convinces a customer. Research in brand building that emerged from LinkedIn demonstrates the importance in generating memories among potential buyers. A common perception among business leaders is that lead magnets generate the most sales, but in fact it’s memory generation – and distinctiveness in this area can yield big effects. 

As the UK’s B2B landscape becomes more competitive, blending in with other brands can be a costly mistake. Creativity can make a big impact, as evidenced by B2B campaigns, analysed by WARC, that have produced impressive results. 

Takeaways

• Just 51% of B2B brands in the UK are thought to be truly distinctive, according to a majority of senior decision-makers in the UK.
• 95% believe in the importance of a strong brand identity for success. 
• 38% cite evolving market trends as one of the biggest branding and design challenges over the next 12 months. 
• 83% believe their branding is superior to that of their competitors. 
• 86% agree that branding is extremely influential on their own purchasing decisions.

Key quote

“With market trends constantly changing and technology evolving faster than ever, it is no wonder that B2B firms are getting lost in the crowd. Business leaders are adapting as quickly as possible to the changing media landscape but, in doing so, they run the risk of going down a similar path to their competitors” – Matt Smith, Creative Director, branded by berkeley. 

*This inaugural report, and accompanying global study, was produced in collaboration with Arlington Research and is based on 200 interviews with senior marketing decision-makers working predominantly in a B2B industry in July 2024. It will be published annually each September.