B2B branding isn’t what it used to be. Not so long ago, it was enough for a B2B brand to be a safe bet. But today, B2B brand owners need to find innovative and creative ways not just to compete for attention, but to make their brand unforgettable.

We’re witnessing a seismic shift in the DNA of B2B branding right now, a shift that’s overturning rules and rewriting playbooks. It’s no longer business as usual – brand perception drives buying decisions just as powerfully in B2B as it does in B2C.

Studies reveal that over half of B2B purchase decisions hinge on a brand’s reputation, and employees – especially younger ones – want brands that align with their values. Simply put, the line between B2B and B2C branding has dissolved. Across B2C and B2B companies alike, brand perception dictates an organisation’s ability to attract and retain the best talent, too. Over 70% of employees now want to work for companies that align with their values and purpose, according to a Deloitte survey this year. Among millennials, the same study shows the figure is almost 90%.