B2B COMMUNICATION DOESN’T NEED TO BE BORING

B2B Communication Doesn’t Need to Be Boring

B2B Communication Doesn’t Need to Be Boring

Blog Article



Creativity Belongs in B2B Marketing 

Let’s bust a myth: B2B communication has to be serious, straightforward, and dull. 

As Indians, we often stereotype things—including how B2B brands should speak. But here’s the truth: Businesses are run by people, and people make emotionally driven decisions, regardless of whether they’re buying for themselves or their company. 

So, why leave creativity and storytelling out of B2B? 

A smart creative advertising agency knows that even in the world of steel, software, or sanitation, storytelling can spark interest, build trust, and elevate your brand. 

 

Data-Backed Proof: Brand Building Matters in B2B 

According to a 2019 study by Peter Field and Les Binet (of The Long and The Short of It fame), B2B brands should ideally invest: 


  • 46% in brand marketing 



  • 54% in lead generation 


Source: Marketing Week 

However, most B2B brands still underinvest in long-term branding. Yet, the data shows that as business grows, so does the need—and investment—in brand identity. 

 

Storytelling is Human—And Humans Run Businesses 

It’s not just about features and specs.
People—whether B2C consumers or B2B decision-makers—want to relate to your brand. 

They want: 

  • A cause to believe in 



  • A consistent identity 



  • A product that solves a problem and makes sense emotionally 


Whether you’re selling to a household or a public-sector enterprise, relatability still wins. 

 

Brands That Are Both B2B and B2C Win Big 

If your brand has both B2B and B2C arms, here’s your edge:
Use a unified communication strategy. Build your B2B presence with the same emotional resonance you’d use for your consumer campaigns. 

Why? Because: 

  • B2B customers have more at stake 



  • Trust and awareness are crucial 



  • Long-term branding brings long-term clients 


That’s exactly the kind of thinking we use at VOLUME, a leading creative advertising agency working with brands across sectors. 

 

Case Study: How We Revamped B2B Branding for JSLL 

At VOLUME, we had the opportunity to work with Jindal Stainless Lifestyle Limited (JSLL)—a subsidiary of India’s largest integrated steel manufacturer. 

JSLL serves four key B2B verticals: 

  • Value Engineering (OEM solutions) 



  • Mobility (Indian Railways, Metro) 



  • Plumbing (infrastructure & sanitation) 



  • Infra (urban development) 


The Challenge: 

How do you make steel feel compelling, relatable, and memorable? 

The Solution: 

We focused on positioning steel as the superior, sustainable alternative to harmful materials. 

Our creative team developed: 

  • A digital campaign strategy with emotion-led storytelling 



  • A visual identity system with consistent design and color palette 



  • Brochures and newsletters with a clean, informative, and relatable tone 


The result?
A B2B brand that looks, feels, and communicates with the precision of a B2C giant. 

 

Final Thoughts: B2B Brands Deserve Better Creative 

B2B communication doesn’t have to be transactional or robotic. In fact, the most effective B2B campaigns are creative, emotionally intelligent, and brand-forward. 

If you’re a B2B brand looking to craft communication that resonates, VOLUME—your trusted creative advertising agency—can help build a strategy that speaks directly to your buyers with clarity, creativity, and consistency. 

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