Standing Out in a Sea of Sameness: How Authenticity Can Elevate Your B2B Brand

The importance of authenticity is at an all-time high – 90% of consumers say authenticity is important when deciding which brands they like and support (up from 86% in 2017).

As a marketer that specialises in B2B businesses, I’ve had a lot of clients approach us thinking that marketing is just some magical process that will generate endless leads. They say their product is a game-changer and can be a solution for everyone and everything… but the plain and simple truth is, in order for B2B marketing to be effective, you need to be authentic and have a very deep understanding of who your ideal customers are.

By being true to your brand identity, you establish a unique value proposition that resonates with your target audience. When you narrow down your focus and tailor your messaging to a specific set of customers, you increase the chances of building strong, long-lasting relationships with them.

So how do we put this into practice?

Authenticity is Key

Being authentic means being true to your brand identity and values, and it’s crucial for building trust with your target audience. To truly connect with your ideal customers, you need to go beyond simply telling them what you can do for them. You need to show them who you are and what you stand for.

To make your brand authentic, think about what traits make a person authentic. These usually include honesty, transparency, vulnerability, empathy, and a willingness to listen and learn from others. Then, ask yourself how your business can incorporate those traits into your marketing strategy. By doing so, you can create a brand that truly connects with your audience and builds lasting relationships based on trust and empathy.

Authenticity inspires confidence, fosters loyalty, and ultimately drives results.

Embraer, a Brazilian aircraft manufacturer, competes with industry giants like Boeing and Airbus by focusing on the 70-130 seat regional jet segment. To differentiate themselves, they launched the E2 Profit Hunter campaign, emphasising their commitment to environmental issues and reducing emissions and noise .According to Gravity, the Profit Hunter campaign smashed KPIs across the board, spurring massive growth in global brand awareness and driving a 60% increase in engagement year-over-year. The key takeaway here is to be bold and set yourself apart from your competitors.

Don’t be afraid to take risks

It can be tempting to stick to tried and true strategies. But to truly stand out in a crowded market, sometimes it pays to take risks. Don’t be afraid to try something new or take a controversial stance. As long as it’s aligned with your brand values and resonates with your target audience, taking a risk can pay off big time. Remember, some of the most successful marketing campaigns in history have been ones that took a bold approach. So don’t be afraid to take a chance and shake things up a bit.

Mailchimp, an email marketing platform, launched a campaign that poked fun at the frequent misspellings and mispronunciations of their brand name. The campaign featured billboards and ads that used variations of the Mailchimp name, such as “Mailshrimp” and “KaleLimp”. *A campaign like this may seem risky to many (belittling their brand name or not seeming professional*), but by embracing the quirkiness of their brand name and having a sense of humour about it, Mailchimp was able to showcase their authenticity and differentiate themselves from the competition.

Have Clear Values

Having a compelling vision and values that guide your brand is crucial for successful marketing. These statements define who you are and serve as a North Star for developing strategies and executing campaigns, while also empowering your team to become authentic messengers. By embedding these values in the hearts and minds of everyone on your team, they don’t just say it, they live it.

For core values to be effective in branding and messaging, they need to meet the following criteria:

Authentic: they must reflect the true essence of your brand.
Actionable: they should guide your daily actions and decisions.
Applicable: they must be relevant to your customers and align with their needs.
Apparent: they should be easy for your audience to recognize and understand.

Showcasing your values through the way you communicate, whether it’s your website, emails, or social media – is important. If you want more customers who share your values, don’t be shy about expressing what you believe!

Patagonia is known for their commitment to sustainability and environmental activism, which is reflected in their brand messaging, product design, and company culture. They prioritise transparency in their supply chain and have taken strong stances on various environmental issues, such as climate change and public land conservation. These values are apparent throughout their website, social media, and marketing campaigns.

Have a Clear Point of View

In addition to being authentic, having a clear point of view is crucial. This means taking a stance on issues that matter to your industry or your target audience. Don’t be afraid to share your opinions or speak out on controversial topics – just make sure that you’re doing it in a way that aligns with your brand’s values and mission. Having a clear point of view can help you differentiate yourself from the competition and attract customers who share your values.

In 2004, Dove launched a campaign featuring “real women” of all shapes, ages and sizes to challenge the beauty standards perpetuated by the fashion and beauty industries. The campaign included billboards, TV ads, and a website that featured women of different ages, ethnicities, and body types, along with the tagline “Real beauty comes in all shapes and sizes.” The campaign drew both praise and criticism, but it was authentic and aligned with Dove’s values of promoting self-esteem and body positivity.

It’s Not About Being Everything to Everyone

One mistake that many B2B marketers make is trying to be everything to everyone. This is a surefire way to dilute your message and make your brand forgettable. Instead, focus on your niche and target audience. Who are the people that you can help the most? What are their pain points, and how can you solve them? By honing in on a specific group of people and providing them with a solution that speaks directly to their needs, you’ll be much more effective than if you try to appeal to everyone.

In 2014, General Electric (GE) launched a B2B campaign called “Ideas Are Scary.” The campaign was designed to showcase GE’s commitment to innovation and encourage businesses to embrace new ideas and take risks. The campaign wasn’t trying to be everything to everyone, but rather spoke directly to businesses and individuals who were interested in pushing the boundaries of what was possible.
By taking a specific and focused approach, GE was able to create a campaign that resonated with its target audience and showcased the company’s unique perspective on innovation.

In the end, it’s not about being everything to everyone. It’s about being something great to someone. So, find your niche, stick to your values, and watch your B2B brand thrive!

Meet the author

Katie Cowling

Ever since Katie decided to study marketing and creative writing at The University of Arizona, she has been drawn to the digital space. Now, she has over 20 years of experience helping businesses maximise their online marketing potential. Katie has worked in a diverse range of industries ranging from entrepreneurial start-ups through to ASX listed corporations.