B2B brands operate in the shadows. They sell to businesses, not end consumers, yet their signals are no less important. The challenge is to show authority, reliability and scale while cutting through jargon. Buyers want trust, competence and efficiency.

Behavioural signals

• Authority signalling. Case studies, white papers, compliance.
• Visual restraint. Logos and identities often conservative.
• Efficiency claims. Cost savings, productivity gains.
• Relationship focus. Long sales cycles, trust built over time.
• Scale demonstration. Global offices, client lists.

Expression fit

• Pragmatist. Strongest, focused on solving problems.
• Ruler. Trusted authority, control over process.
• Navigator. Guiding clients through complexity.

Others: Familiar (regional players), Visionary (tech-driven), Sophisticate (design consultancies).

Media and channels

• LinkedIn and industry-specific platforms.
• Trade shows and conferences.
• White papers, case studies, webinars.
• CRM-driven email programmes.
• Direct relationship building.

What to avoid

• Buzzwords without proof.
• Over-designed visuals that jar with conservative buyers.
• Over-promising global reach without evidence.
• Ignoring long-term aftersales support.

Summary

B2B thrives on credibility. Brands succeed when they prove efficiency, show authority, and maintain trust across long cycles. Energies stop them from drifting into blandness by giving shape to signals.

Featured brands

• Deloitte
• Accenture
• IBM
• SAP
• PwC