Floating Icons on Left Border

8 B2B Branding Lessons To Look Out For In 2022

  • 30th Aug'22

You all witnessed an uncertain time in 2020. Be it your health, career or other priorities. All things that were progressing in 2020 came to a halt. It was a challenging time for the brands that dealt with other businesses. Everyone agreed with the flexible norms because that was the only reasonable option. But now it is not just about options, it is about making a bigger impact. It is not about just brand building but also about how far are the brands willing to go so that they can keep up with this year's branding trends.

Let’s just have a look at it -

1. Authenticity is non-negotiable

 According to the 2021 Stackla report, 88% of consumers agreed that authenticity is the prime factor on which they support a brand. Furthermore, according to the same study, a staggering 90% of millennials believe authenticity is crucial for branding, and they like "genuine and organic" businesses over those that are "beautiful and packaged."  As you can see, consumers will not be loyal to your brand if they don’t find a genuine purpose. You can alter the brand's appearance as much as you like, but consumers will only choose brands that make their lives better.

 Some brands care for this as McDonald's did, the company faced some controversies regarding its ingredients. So they went ahead and published videos that showed the process used to create their meals to promote transparency. Additionally, it started a campaign called "Our Food, Your Questions," in which they answered frequently asked questions about their business and posted the answers as webisodes. The company was able to combat misconceptions about its brand and put an end to unfavorable rumors about its cuisine thanks to this campaign.

The company had prepared well for this scenario, this should be a learning experience for other brands as well.


2. Building an E-commerce brand

  I see that as consumers we have become flexible. This flexibility can also be seen in our buying habits. You all have become comfortable with buying online. Fortunately, the brands paid attention to it, which lead to tremendous growth in e-commerce brands. The brands that were already flourishing anticipated a significant increase in online sales. But what about the newbies? How do they climb this overcrowded ladder? I would like to remind you again, that your authenticity will attract the right group of consumers.

Apart from that, you need to work on your b2b branding strategies. You must focus on crafting your message exclusively for your target audience, work on your marketing strategies and have a backup plan for a crisis. Buckle up as e-commerce stores are not going anywhere soon. 


3. Focus on Sustainability

Since the pandemic, consumers have become more aware of the products they use and their impact on individuals and the environment. I see that the brands that are not worried about their negative impact on the environment are also working on it. According to a study, 88% of consumers believe companies can influence societal change. They are expecting the brands, especially Global corporations to create a strategy that has a less negative impact on the environment. Consumers are firm in their decision to buy eco-friendly products, so the brands need to take care of this.

Looking at such a strong-headed consumer, the eco-friendly brands are eventually dropping the classic green color from their brands and opting for an optimized look. These brands are presenting themselves as more human, have a context behind their product launch, and are taking efforts to make sure they attract loyal consumers.


4.  Focus on Building Communities 

The pandemic compelled people to band together as a community and support one another through trying times. Everyone saw that Businesses that emphasize assisting and nurturing communities during times of need did not only stand out from the competition but also won the loyalty and trust of their target audience.

We all live in a structured society because it helps us in challenging times. It even boosts our morale when nothing makes sense. Similarly, the consumer's way of looking at brands has changed. Now it is not about just buying and making the payment. They look for a purpose as well, a friendly community that is not leaving their fellow members behind, when challenges arise.


5. Partnerships and Collaborations

Several brands have partnered with other brands that share their values. In addition to launching new product categories to combat the economic slump, many firms are also experimenting with brand licensing to increase consumer brand loyalty and trust. To gain from brand licensing, however, businesses must make sure that they carefully select their licensee partners and provide them with all necessary assistance and direction. Brand licensing and business alliances, when done correctly, can prove to be a very potent arrow in any brand's strategic quiver.

One of the crucial advantages to keep in mind is that engaging in brand partnership can help you save a tonne of money. Brand collaborations can be up to 25 times less expensive than digital advertising, according to Collabosarus' research.


6. Disruptive branding

Many companies want to show off a distinct side of their personalities in 2022. Interestingly, the things that were considered off-putting or messy are back. It seems that cluttered designs, disorganized text, and amateurish artwork are all examples of anti-art that we see more and more of in brand design. This is what disruptive branding is all about. It will make you look twice and maybe in your second visit you will be a happy owner of the product.

These brands that are experimenting have accomplished their work well because this kind of thing can be backlash. For example - Monograms are exclusively a popular brand design in 2022, of course there’s nothing new about them, it is inspired by greek coins which go back to 350 BCE. You can see such designs in various brand logos. In this, two or more initials are united in a single symbol and it can easily be inserted in business cards, side of the web pages, which makes you stand out from other brands.


7. Reaching customers through various social media platforms

Today B2B brands are taking a multichannel approach when it comes to marketing. I can see that brands exclusively craft their message according to their customer persona. But there is a process that should be taken into consideration - 

  • Brands need to define their target audience and their persona. 

  • Focus on a particular platform or your medium of communication. Research and find out where is your target audience

  • Craft your message for your consumers as if you are sending a letter to your kin

  • Use a scheduling tool so that you can easily track your posts, or when you are going live. This will help you in optimizing your brand strategy

8. A minimalistic approach

Minimalism is predicated on using only the fundamental components to produce an uncluttered appearance, such as simple text, basic shapes, and space. Brands are focused on creating the content into a user-friendly structure, making it easier to read and more pertinent.

one of the key benefits of thought-provoking, minimalistic designs is that the users can easily engage with the interface and locate the products or messages they're seeking for.


Shellye is committed to helping people from diverse backgrounds to achieve their aspirations in careers and life. The content published above was made in collaboration with our members.

Shellye Archambeau is determined to help you with all possible strategies to climb the ladder of success. She values your feedback. Do mention them in the comment section.

Post Your Comment