‘There is a clear need for a new approach’: Half of B2B brands ‘lack clear identity’
A new global study has revealed a significant identity crisis in the B2B branding sector, with just 49% of Australian B2B brands managing to stand out.
More than nine-in-ten (92%) senior decision-makers insist a unified vision across branding and PR is essential, yet the majority of Australian B2B brands lack a clear identity, Berkeley Communications Group’s report finds.
The study highlighted several other important findings from Australian decision-makers.
A significant 88% of respondents expressed frustration with inconsistent messaging, a figure higher than the global average of 83%.
Furthermore, 86% agreed that branding plays a critical role in influencing their own purchasing decisions, a sentiment that closely mirrors the global average of 87%.
Branded by Berkeley creative director Matt Smith said with market trends constantly changing and technology evolving faster than ever, it is no wonder that B2B firms are getting lost in the crowd.
“Business leaders are adapting as quickly as possible to the changing media landscape, but, in doing so, they run the risk of going down a similar path to their competitors,” he said.
“Branded by Berkeley has been created to help companies uncover their own unique stories and ensure that this is integrated into all aspects of their brand – from their visual identity and digital presence to their external communications and ongoing business strategy.”
Berkeley Communications Group CEO Chris Hewitt added: “There is a clear need for a new approach to B2B branding. While design agencies are great at delivering stunning imagery and thought-provoking visuals, they don’t get into the heart of what makes your brand unique.
“With branded by Berkeley, we uncover your singular, galvanising story and ensure that this is fed through every part of your business. In doing so, we help you stand out from the crowd and amplify your voice to get you in front of the audience you need to reach.”
Keep up to date with the latest in media and marketing
Did someone just discover the concept of “branding” – what breakthrough insights and innovation!
User ID not verified.
Have your say