{"id":449,"date":"2026-02-23T18:04:00","date_gmt":"2026-02-23T12:34:00","guid":{"rendered":"https:\/\/ohdesignstudio.in\/blog\/?p=449"},"modified":"2026-02-24T14:51:29","modified_gmt":"2026-02-24T09:21:29","slug":"role-of-branding-in-driving-b2b-sales","status":"publish","type":"post","link":"https:\/\/ohdesignstudio.com\/blog\/role-of-branding-in-driving-b2b-sales\/","title":{"rendered":"Role Of Branding In Driving B2B Sales"},"content":{"rendered":"<p>You have already experienced it- generating B2B leads and increasing conversions is becoming harder.<\/p>\n<p>On one hand, digital platforms have opened up the world\u2019s opportunities for businesses- small and big alike.<\/p>\n<p>On the other hand, digital media spoils the customer with options, making it even harder for businesses to compete. And worse, the changing trends and behavior of B2B buyers has only made sales more challenging.<\/p>\n<p>The reality is, to increase sales your <strong>business must find a way to stand out from the competition<\/strong>.<\/p>\n<p>Sounds simple enough. Only it is not.<\/p>\n<p>It&#8217;s one thing for you to see a difference, but it&#8217;s another for your buyer to see it the same way you do.<\/p>\n<p>If you look at it from the buyers&#8217; point of view, they must be able to:<\/p>\n<ul>\n<li>Identify your key <strong>differentiators<\/strong><\/li>\n<li>Relate strongly to your business <strong>value proposition<\/strong><\/li>\n<li>Perceive you as their <strong>irreplaceable<\/strong> business partners<\/li>\n<\/ul>\n<h4><strong>And that\u2019s the role of branding i.e. maximizing customer relevancy and competitive distinctiveness<\/strong>.<\/h4>\n<p>So, what should you do?<\/p>\n<p>Well, <strong>the first thing you need to do is<\/strong> adjust how you think about branding.\u00a0 Too many companies think that their brand building work is done when they have established a brand\u2019s name and logo.<\/p>\n<p>Don&#8217;t get me wrong here.<\/p>\n<p>Visual aspect of the brand design is a very important. In fact, as a <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.ohdesignstudio.com\">branding agency<\/a><\/span><\/span> that&#8217;s where we excel.\u00a0Consistent brand design sets the expectations for the experience that customers will have every single time they interact with your brand. But there&#8217;s more to branding. <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"http:\/\/www.marketingjournal.org\/brand-purpose-to-beneficence-philip-kotler\/\" target=\"_blank\" rel=\"noopener noreferrer\">Here\u2019s<\/a><\/span> an excellent introduction to branding for your reference by Philip Kotler, who is considered as the father of modern marketing.<\/p>\n<p>Next, understand the <strong>role that branding plays in B2B sales<\/strong> and what actions you can take. For that, I\u2019m going to\u00a0look at the decision phase and the post-purchase phase of the B2B buyer\u2019s journey.<\/p>\n<p>Here&#8217;s one of the most important impact of branding on B2B sales.<\/p>\n<h2><strong>1. Role of branding in aiding the final purchase decision<\/strong><\/h2>\n<p>Let me ask you a simple question.<\/p>\n<p>If you decide to buy accounting software for your organization today, would you choose a vendor purely based on the sales pitch of the first sales rep who walks into your office?<\/p>\n<p>I sincerely hope your answer is No!\u00a0 At least you\u2019ll do some research about the vendor.<\/p>\n<p>Your B2B customers are no different.<\/p>\n<p>According to a study by\u00a0Accenture\u00a0, <strong>94% of B2B buyers conduct online research at some point in the buying process<\/strong>.<\/p>\n<p>In fact, <strong>70% of the buyer\u2019s journey is complete before a buyer even reaches out to sales <\/strong><span style=\"color: #999999;\">(SiriusDecisions)<\/span>. \u00a0Their reliance on sales team\u2019s assistance is not of the same nature anymore as it was a decade ago.<\/p>\n<p>Here, take a quick look at the B2B buyer&#8217;s journey:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-459 size-full\" src=\"https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/importance-branding-B2B-buyers-Journey.jpg\" alt=\"Role of branding is crucial during the Decision phase of B2B buying journey\" width=\"800\" height=\"400\" srcset=\"https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/importance-branding-B2B-buyers-Journey.jpg 800w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/importance-branding-B2B-buyers-Journey-300x150.jpg 300w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/importance-branding-B2B-buyers-Journey-768x384.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>The buyer&#8217;s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.<\/p>\n<p><strong>The Decision\u00a0stage<\/strong>\u00a0of the\u00a0buyer&#8217;s journey\u00a0is the point in which your potential customer decides on a solution to their problem. They rely on thought leadership content, case studies, reviews and peer recommendations to make the final purchase decision.<\/p>\n<p>So how can you leverage this changed trend of B2B buying to get more business?<\/p>\n<p>Clearly, traditional sales tactics won&#8217;t help you leverage this so-called 70% of the buyer&#8217;s journey that you&#8217;re missing out on.<\/p>\n<p>So, what should you do?<\/p>\n<p>Aid your prospects in their buying journey to make <strong>faster decisions.\u00a0<\/strong><\/p>\n<p>Create content for the decision\u00a0stage, make it brand-specific and highlight your company&#8217;s <strong>unique value proposition<\/strong> and <strong>competitive advantages<\/strong> that you can offer to the\u00a0buyer.<\/p>\n<p>Make your brand the obvious choice.<\/p>\n<p>Branding is, in effect, a method of creating an image around your company, product, or service.\u00a0For that the business must have a clear and consonant <strong>brand-positioning<\/strong>&#8211;<strong>differentiation<\/strong> standing. Else, I can say from my experience that it becomes a huge internal challenge to create content that can convince your prospects to make the decision in your brand&#8217;s favour.<\/p>\n<p>I&#8217;ll share\u00a0one of my favourite quotes that defines brand positioning in a very interesting way:<\/p>\n<p><em>\u201cPositioning is finding the right parking space inside the consumer\u2019s mind\u00a0and going for it before someone else takes it.\u201d\u00a0<span style=\"color: #999999; font-size: 10pt;\">-Laura Busche<\/span><\/em><\/p>\n<p>Here are some more <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/ohdesignstudio.com\/blog\/branding-quotes-for-business\/\">branding quotes<\/a> <\/span><\/span>to\u00a0inspire you to shape the right brand image.<\/p>\n<h2>2. Impact of brand loyalty on profitability<\/h2>\n<p>According to\u00a0research <span style=\"color: #999999;\">(Bain &amp; Company)<\/span>, <strong>increasing customer retention rates by 5% increases profits by 25% to 95%.<\/strong> You know, customers who are happy spend more and buy more frequently from you. Many of them also recommend it to people that they know.<\/p>\n<p>It simply means that <strong>loyal customers are profitable customers\u00a0<\/strong>and help keeping the customer acquisition cost low.<\/p>\n<p><strong>In B2B, brand image results in loyalty.<\/strong><\/p>\n<p><strong>The importance of branding <\/strong>is in building better customer relationships and loyalty that at least keeps the company in the consideration phase or gets a second look at the RFP and keeps the referrals flowing in.<\/p>\n<p>In fact, B2B buyers want to find brands to be loyal to. They want to forge long-term relationships with trust-worthy vendors\/ dealers because it helps them to make decisions faster and easier.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-557 size-full\" src=\"https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/importance-of-branding-in-b2b-marketing.png\" alt=\"importance of branding in b2b is it lowers customer acquisition costs\" width=\"798\" height=\"522\" srcset=\"https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/importance-of-branding-in-b2b-marketing.png 798w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/importance-of-branding-in-b2b-marketing-300x196.png 300w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/importance-of-branding-in-b2b-marketing-768x502.png 768w\" sizes=\"auto, (max-width: 798px) 100vw, 798px\" \/><\/p>\n<p>An important part of branding efforts in modern B2B marketing landscape is the customer reviews. In fact, sometimes it matters to prospects even more than their own research.<\/p>\n<p><strong>But not all clients care enough to share good reviews or to recommend customers. That\u00a0is simply because they\u2019re not engaged<\/strong>.<\/p>\n<p>Here\u2019s the good news.<\/p>\n<p>If you\u2019re already creating content to aid the B2B buyer\u2019s final purchase decision (referring to point#1), you are equipped with a customer engagement tool to stay in customer\u2019s mind. You just need to <strong>update your content strategy<\/strong> to incorporate content to engage existing customers.<\/p>\n<h2>3.\u00a0<span class=\"s1\"><b>Adding branding to acquisition campaigns increases conversion rates<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">When it comes to dividing marketing funds, too many B2B companies focus on lead generation campaigns. Lead generation marketers are increasingly winning the war against brand marketers.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">But this war is not worth fighting.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">According to a marketing study by IPA, balancing brand and demand in digital and traditional marketing will get the best result. So the <b>best results happen when lead generation and branding work together.\u00a0<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If your campaign is skewed towards lead generation, you may have generated plenty of leads, but without brand equity, there\u2019s no motivation for those leads to convert to sales.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">On the other hand, if you focus too much on brand marketing, you may not have enough leads to convert for sales.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Now the question is, is there an optimum split?<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">IPA\u2019s study shows the ideal split between brand building and activation is 60:40- 60% branding(long-term impact) and 40% direct response (short-term sales impact).\u00a0<\/span><\/p>\n<p class=\"p1\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-858\" src=\"https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/role-branding-lead-generation.jpg\" alt=\"role of branding in sales\" width=\"800\" height=\"393\" srcset=\"https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/role-branding-lead-generation.jpg 960w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/role-branding-lead-generation-300x148.jpg 300w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/07\/role-branding-lead-generation-768x378.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2>Conclusion<\/h2>\n<p>I\u2019ve worked with B2B clients across different sectors and interacted with many businesses. One thing that\u2019s common among all the decision makers of these companies is that long-term brand thinking\u00a0is a challenge because of the pressure to deliver short-term sales.<\/p>\n<p>Its high time\u00a0businesses accept that the digital natives have changed B2B purchasing process and older buyers are adopting their ways too. So stop selling like you\u2019re still in 90\u2019s. Start influencing your buyers\u2019 purchase decisions.<\/p>\n<p>B2B Branding matters more than ever!<\/p>\n<p>What are your thoughts on the\u00a0<strong>relevance of branding<\/strong>\u00a0today?<\/p>\n<p><a href=\"mailto:letstalk@ohdesignstudio.in\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1101\" src=\"https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/10\/CTA-for-OH-Design-scaled.webp\" alt=\"Connect OH! Design Studio\" width=\"2560\" height=\"1268\" srcset=\"https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/10\/CTA-for-OH-Design-scaled.webp 2560w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/10\/CTA-for-OH-Design-300x149.webp 300w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/10\/CTA-for-OH-Design-1024x507.webp 1024w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/10\/CTA-for-OH-Design-768x380.webp 768w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/10\/CTA-for-OH-Design-1536x761.webp 1536w, https:\/\/ohdesignstudio.com\/blog\/wp-content\/uploads\/2019\/10\/CTA-for-OH-Design-2048x1014.webp 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/a><\/p>\n<h3><strong>About OH! Design Studio<\/strong><\/h3>\n<p>OH! Design Studio is a Mumbai-based branding &amp; design agency.<\/p>\n<p>Founded in 2006, OH! Design Studio is an integrated creative and digital agency\u00a0with a passion for launching, rebranding and accelerating brands. Our goal is to create lasting and meaningful relationships between our client\u2019s brand and their audience through distinct brand experiences.<\/p>\n<p>For more information, please visit ohdesignstudio.com and follow OH! Design Studio on\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/oh-design-studio\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a>,\u00a0<a href=\"https:\/\/www.facebook.com\/ohdesignstudio\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>,\u00a0<a href=\"https:\/\/www.twitter.com\/ohdesignstudio\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>, and\u00a0<a href=\"https:\/\/www.instagram.com\/oh.design.studio\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>.<\/p>\n<hr class=\"section-divider\" \/>\n<hr \/>\n<p><span style=\"color: #000000;\"><strong>By Supriya Sachdeva,\u00a0<\/strong><\/span><span style=\"color: #333333;\">Digital Communication Strategist at\u00a0<\/span><span style=\"color: #333333;\">OH! Design Studio, Mumbai.\u00a0<\/span>Connect with me at\u00a0<em><span style=\"text-decoration: underline;\"><a class=\"fat_rel-nofollow fat_rel-marked_link\" href=\"http:\/\/www.twitter.com\/sachdevasupriya\" rel=\"nofollow\">@SachdevaSupriya<\/a><\/span>\u00a0<\/em>on Twitter or at <span style=\"text-decoration: underline;\"><em><a href=\"https:\/\/www.linkedin.com\/in\/supriyasachdeva\/\">@Supriya Sachdeva<\/a><\/em><\/span> on Linkedin.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You have already experienced it- generating B2B leads and increasing conversions is becoming harder. On one hand, digital platforms have opened up the world\u2019s opportunities<\/p>\n","protected":false},"author":2,"featured_media":453,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[15],"class_list":["post-449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-b2b-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Role Of Branding In Driving B2B Sales | Does B2B Branding Matter?<\/title>\n<meta name=\"description\" content=\"Role of branding is not limited to how the brand looks. Knowing the impact of branding on B2B sales will help you make a better marketing plan for business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ohdesignstudio.com\/blog\/role-of-branding-in-driving-b2b-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Yes, Branding Does Impact B2B Sales.\" \/>\n<meta property=\"og:description\" content=\"Role of branding is not just limited to making your brand look good. Because of the change in B2B buying process, branding matters more than ever now.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ohdesignstudio.com\/blog\/role-of-branding-in-driving-b2b-sales\/\" \/>\n<meta property=\"og:site_name\" content=\"Branding &amp; Digital Strategy Insights | OH! 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