How to Build a Distinctive B2B Brand (And the Popular Advice That Keeps You From Doing It)

Building a distinctive brand is crucial for being easily identifiable to customers and prospects. But there's some misguided advice out there about how to do it.

The common advice is that we need distinctive brand assets (DBAs). But our goal shouldn't be to build distinctive assets - it should be to build a distinctive brand.

Here's the reality: B2B brands rarely achieve individual distinctive brand assets. Research from the B2B Institute shows that in the CRM category, only Microsoft's logo qualifies as a distinctive brand asset. Not even Salesforce or HubSpot have managed this feat.

In their research, the only B2B brands that have created truly distinctive individual assets are Google, Microsoft, and Amazon - giants that are also consumer brands.

Research: https://www.adweek.com/brand-marketing/brand-assets-are-important-in-b2b-marketing/?

The Truth About Brand Distinctiveness

As Nick Liddell points out in his terrific LinkedIn article:

"...it’s much more helpful and realistic to think about how your brand elements work collectively to create fame and uniqueness, rather than obsessing about wringing as much fame or uniqueness as possible from each individual element."

Article: https://www.linkedin.com/pulse/brand-strategists-toolkit-25-distinctive-assets-grid-nick-liddell/

Despite this reality, thinking about distinctive brand assets remains valuable. B2B brands often suffer from being too safe and similar. Approaching asset development with the idea that we want to create assets that could be famous and unique will push you to be bolder and more distinct.

1. Start today - Every day that passes is a missed opportunity

2. Select 3-4 elements to focus on - The combination matters, but too many muddle the impact 

3. Include unexpected elements like:

• Characters/Mascots

• Patterns

• Unique illustration styles

4. Design individual assets as if they could become famous

5. Use your combination consistently, everywhere, forever

• A distinct color 

• A mascot

• Standardized fonts

• A consistent illustration style

One final note (and a piece of constructive feedback for Haris): always include your brand name. Distinctiveness makes your brand recognizable, but if people don’t associate it with your company, it won’t drive business. When I went to write this post, I remembered Haris's brand but not his name—it took effort to find him. Prospects won't do that.

The Challenge of Individual Distinctive Assets
Thinking About DBAs Is Still ValuableHow to Build a Distinctive B2B BrandA Real-World ExampleThe best B2B distinctiveness example isn't from a company, but an individual. Haris Spahić is known on LinkedIn for his distinctive brand which includes:One Final, Important Note