How Do Modern B2B and B2C Brands Think About Brand Building Today?

In today's hyper-connected, information-rich world, brand building has become a more nuanced and strategic endeavor than ever before. The competition for consumer attention is fierce, and both B2B and B2C brands must constantly find innovative ways to stand out. The cornerstone of this effort is brand equity—a concept that describes the level of recognition, recall, and trust that customers associate with a brand. Buyers are naturally inclined to gravitate towards brands they know and trust, and studies have shown that the more familiar prospects and customers are with your brand, the more likely they’ll convert and return.

Let’s dive deeper into how modern brands, across B2B and B2C sectors, are approaching brand building to enhance their brand equity and, as a result, establish sustainable growth, loyalty, and competitive advantage.

The Strategic Importance of Brand Equity

Improving brand equity is crucial because it positively impacts three primary areas: pricing power, brand loyalty, and competitive positioning. Brands with high equity can command premium prices, foster loyal customer bases, and better position themselves against competitors. This is because brand equity builds what is known as “mental availability” with potential buyers.

Mental availability refers to how likely a customer is to think of your brand in a buying situation. In other words, even if customers aren’t ready to make a purchase today, strong branding keeps a company top-of-mind so that when they are ready, they’re more inclined to choose a brand they already know. This highlights the importance of building “memory structures”—creating distinct and memorable brand experiences that live in consumers’ minds.

A good example here is Nike. For decades, Nike has focused on building brand equity through consistent messaging, a recognizable logo, and strategic sponsorships. Nike’s mental availability is so high that when most people think of athletic wear, they think of Nike. This gives Nike a competitive advantage over new entrants and even established players in the market.

Explore Nike's branding strategy.

The 95–5 Rule: Understanding Out-of-Market and In-Market Buyers

A foundational concept in modern brand building is the 95–5 Rule: at any given time, only about 5% of buyers are “in-market,” actively looking to make a purchase, while the other 95% are “out-of-market.” This means that for many brands, the majority of the marketing efforts are directed towards creating a positive impression among out-of-market buyers. This approach acknowledges that most potential customers are not ready to buy immediately but will eventually be in-market when the need arises.

For instance, B2B companies like IBM often focus on brand-building activities designed to maintain a steady presence in the minds of potential future customers. IBM’s “Let’s create” campaign encourages companies to imagine new possibilities using IBM’s technology solutions. The campaign isn’t designed solely for immediate conversions; rather, it’s intended to build brand recall and recognition so that when businesses are ready to invest in IT solutions, they remember IBM.

Learn more about IBM's "Let's create" campaign.

Short-Term and Long-Term Branding Goals: Balancing the Two for Growth

One of the challenges modern brands face is striking the right balance between short-term and long-term goals. Short-term marketing initiatives, such as promotions or product-focused campaigns, are aimed at generating quick results. These are often sales-driven and are most effective when a significant portion of the audience is in-market. However, brands that focus exclusively on short-term gains risk losing out on the benefits of long-term brand building, which generates loyalty and trust over time.

B2C brands like Coca-Cola demonstrate this balance well. Coca-Cola maintains a steady presence through feel-good campaigns that emphasize brand values rather than product specifics. For example, its famous “Share a Coke” campaign personalized bottles with names, encouraging customers to feel a personal connection with the brand. While Coca-Cola continuously runs product promotions, it also invests heavily in campaigns that reinforce brand values, keeping it at the forefront of customers' minds globally.

Discover more about Coca-Cola's campaigns.

Brand Loyalty: Creating Strong Emotional Bonds

Brand loyalty stems from consistent, positive interactions and shared values between the customer and the brand. In B2B settings, brand loyalty is influenced by factors like trustworthiness, reliability, and the long-term value of the relationship. Salesforce is a powerful example of a B2B brand that has cultivated loyalty by offering a comprehensive CRM platform that integrates with businesses’ needs. Salesforce’s regular product innovations, its commitment to training and customer success, and its customer-centric values have fostered an incredibly loyal user base. Businesses that start with Salesforce often stay with it, despite competitive offerings.

In the B2C world, brand loyalty often hinges on emotional connections. Apple has one of the highest brand loyalty rates in the consumer electronics market, largely because it has successfully cultivated a community of users who see themselves as part of an “elite” group. Apple’s brand loyalty is a testament to the power of consistent, positive experiences and a strong brand identity.

Read more about Salesforce's approach to customer loyalty.

Competitive Positioning Through Distinctive Brand Assets

For modern brands, one key to building brand equity is through distinctive brand assets. These are visual or experiential cues—like logos, colors, slogans, and jingles—that are uniquely associated with the brand. These assets help brands stand out in crowded markets and make it easier for customers to recognize them instantly.

McDonald’s is an excellent case in point. The brand’s golden arches and the slogan “I’m Lovin’ It” are so distinct that people worldwide recognize McDonald's within seconds. These assets don’t just create instant recognition; they also carry positive associations that remind customers of the brand’s core promise of consistent, fast, and enjoyable food experiences.

For B2B companies, brand assets might be more subtle but are equally important. Microsoft has established itself with a clean, minimalistic logo and the widely recognizable Windows start-up sound. Over time, these assets have helped Microsoft position itself as a stable and trustworthy provider in a fast-changing tech landscape.

Explore McDonald’s branding journey.

The Role of Mental Availability in Brand Recall and Preference

Mental availability, as discussed, is the likelihood that customers will think of a brand in a purchasing context. The concept is crucial for both B2B and B2C brands, as it determines how easily a brand comes to mind when customers need a specific product or service. Brands with high mental availability enjoy a significant advantage over lesser-known brands, especially when buyers are making quick decisions or limited comparisons.

An example in the B2B sector is HubSpot. As a well-known inbound marketing and sales platform, HubSpot has invested heavily in educational content, webinars, and certifications to stay relevant. By consistently being present in the minds of marketers and sales professionals, HubSpot has become the default choice for many companies seeking CRM and marketing solutions.

Discover HubSpot's brand-building efforts.

Lessons from Modern B2B and B2C Brand Building: Key Takeaways

1. Invest in Brand Awareness: Building awareness among out-of-market buyers is essential. Since most customers won’t need to buy immediately, brands should focus on creating a positive perception over time. This allows them to remain in customers’ minds when they do eventually come in-market.
2. Consistency Across Touchpoints: Modern buyers expect a cohesive experience across all channels—social media, email, in-store, and online. Brands should ensure that messaging, visuals, and customer interactions reinforce the same core values.
3. Emphasize Brand Purpose and Values: Today’s customers are increasingly value-driven and prefer to buy from brands that share their values. Brands that align themselves with broader social or environmental causes, such as Patagonia, often enjoy enhanced loyalty and brand equity.
4. Nurture Long-Term Relationships: Building a loyal customer base takes time, but it’s worth the investment. Brands should focus on engaging customers beyond the purchase, whether through loyalty programs, educational content, or customer success initiatives.
5. Utilize Data and Analytics for Personalization: Personalizing customer interactions can help deepen brand affinity. Platforms like Amazon use sophisticated algorithms to tailor recommendations, emails, and even product offerings, making customers feel valued and understood.

Read more about Patagonia's commitment to environmental activism.

Conclusion

Brand building in today’s landscape is both an art and a science. It involves creating a brand that is memorable, trusted, and relevant across every touchpoint. The combination of brand equity, mental availability, and consistent messaging helps brands position themselves effectively, even in saturated markets.

For brands, the focus should be on establishing a strong, recognizable identity that resonates with their target audience’s values and needs. By thinking beyond immediate conversions and investing in long-term brand strategies, both B2B and B2C companies can create enduring brand equity that fuels growth and loyalty well into the future.