Branding has a big impact on the success of a business. Many people think of branding as just a logo place on a website or brochure but it’s much more than that. Branding encompasses your unique identity, positioning, core values and how you differentiate yourself from your competition.

The last year has been tough for all of us and we are all experiencing the new normal forced upon us by the Pandemic. It’s been said many times that innovation comes from adversity and many of the changes we’ve experienced in the last year have inspire the B2B branding trends of tomorrow.

As the world’s young adults begin to make up the majority of the workforce, we’ll start to see a shift in B2B branding with more emphasis on strong, unique brands that cater to their creative, quirky needs. The events of the last year will also inspire a shift to digital transformation with more digital experiences and human centered design. With that in mind, here are some B2B branding trends for 2021.

1. Minimalism takes over

Minimalism as a design trend has come and gone over the years, but it looks to be gaining popularity again. Website visitors look for simple, sleek, easy to use interfaces. They have little time or patience for pop-up windows, irrelevant notifications and anything that interferes with their task and slows down the process of finding relevant information.

An effective way to establish which parts of a digital platform you should focus is to conduct user research on the site. This shows which parts of the website users look at and interact with the most.

Once you have this data, remove any unnecessary information that would limit easy and seamless navigation. Ensure the user journey is enjoyable by choosing simple and timesaving design features so the user can easily find what they are looking for.

2. Storytelling is a must

We have all heard about brands delivering personalised content to consumers. More than ever, consumers are looking to buy from brands they can relate to, that feel approachable, relevant and authentic. To make a genuine connection, business and brands should use storytelling.

Creating stories around a product is a great way to captivate the user because it gives your brand the opportunity to engage with the consumer by touching on emotions and creating a personal connection. Business and Brands need to take time to really understand their users and deliver tailored content. Focus on the value your product or service delivers to increases your chances of engagement and customer retention. Video is also a great way to deliver your storytelling strategy. It is one of the most engaging content formats in the digital world.

3. Mobile-first

What’s the first thing you do when you wake up in the morning? If you’re being honest, you probably check your mobile phone. On average, millennials check their phones a whopping 150 times per day.

More than half of all searches are performed on a mobile device, and nearly 95% of those mobile searches happen via Google. So, if you haven’t already prioritised a mobile first approach to your business, it’s time you did.

4. Original Imagery

As the old saying goes, a picture is worth a thousand words. The imagery you use on your website and marketing materials says a lot, so it’s important that they reflect who you are as a business and brand.

Remember, even though you are a “Business to Business,” your customers are still people. They don’t want to work with a company, they want to work with you. High-quality photography is a great way to put a face to your brand and tell your story. The modern, savvy consumer can sniff out a stock photo a mile away, there is no room for low-quality, low-resolution imagery. Invest in photography and videography to tell your story and capture the real authenticity of your business.

5. Business to People

When it comes to branding the lines between B2B and B2C are becoming blurred. While each sector has a distinct function, we’re seeing B2Cs embrace a B2P (Business to People) approach, and B2Bs would be wise to do the same.

The rise in social media and influencer marketing has raised the expectations of customers for both B2C and B2B markets. At the end of the day, people want authenticity, transparency and real human connections, no matter how big or small your business is.

While professionalism is still important, be deliberate about how you make your brand more human. Be interactive with your customers online, don’t be shy about who you are and highlight the talented people who make your business work.

6. Digital Everything

Since the dawn of the world wide web, we’ve experienced a major move to digital. In the past, B2Bs were asking “Do I need a website?” or “Should we have social media channels?” Now, it’s basically required that B2Bs have a digital presence, but 2021 will likely push this concept even further. It’s not a nice to have any more, it’s a must have.

The Pandemic has shown many organisations how to operate remotely. We’ll not only see digital transformation approach in more business functions, but many B2Bs will also be moving to a fully digital-first mentality. The last forced many B2B brands to reconsider the digital aspects of not only their online presence and marketing, but the core of their business operations.

7. Dark Mode is here to stay

Dark mode has been a popular trend in 2020. Websites and apps are now allowing users to switch to dark mode. It is modern, sleek, sophisticated and allows designers to think creatively and explore new options.

The dark background can allow designers to play with design elements in different creative ways. It also saves on battery power depending on the screen being used. Some users prefer it because it is less harsh to the eyes at night and it may be better for people with visual impairments.

Are you looking to create a better B2B branding experience? 

We’d love talk to you about your logo/brand. We have 23 years of experience creating logos & brands for our clients – and we’d love to do the same for you.

Let’s discuss your brand

Brand Identity Design, B2B, Web Design,

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