B2B Differentiation: Why Visual Styles Aren’t Enough to Set Your Brand Apart

In the competitive world of B2B marketing, standing out is crucial to any company that wants to get ahead. Many brands think that being different is the ultimate goal. However, the real game changer is not just being different, but doing different: it’s about what you deliver, how you operate, and creating a unique experience that truly resonates with your target audience.

Being different: a starting point, not the destination

When most B2B-focused companies think about differentiation, they typically focus on creating a unique visual style and tone of voice. They invest in visually-striking websites, adopt catchy taglines, and develop a brand voice that feels fresh and engaging. These efforts are intended to create differentiation—crafting an outward image that sets them apart from competitors.

But here’s the rub: visual style and tone can be easily imitated. According to a recent study by Gartner, 64 percent of buyers feel that brand presentation is more similar than different across the B2B sector. So while a unique look and feel might grab attention initially, it’s not enough to create a lasting impression or foster customer loyalty.

Case in point: the recent trend toward minimalistic designs, soft gradients, and conversational language. These elements can help build a polished brand image, but they don’t offer a sustainable competitive edge. As soon as one company finds success with a particular style, others quickly follow suit. Before long, the differentiation evaporates, and brands start to blend in rather than stand out.

Doing different: the heart of true differentiation

This is where doing different comes into play. It goes beyond surface-level distinctions to focus on what you do. It’s about the unique value you provide through your products or services, the innovative solutions you offer, and the exceptional experiences you create for your customers.

Consider two hypothetical B2B SaaS companies:

• Company A focuses on aesthetics and branding. Their platform looks great and offers standard features that are comparable to their competitors.
• Company B, however, differentiates itself by offering a unique AI-driven feature that no other competitor has. This feature delivers actionable insights, saves customers time, and drives measurable results.

Which company is more likely to win over customers and build long-term loyalty? While Company A might attract attention with its design, Company B provides a unique, valuable offering that sets it apart in a crowded market.

Research supports the Company B approach. For example, according to Forrester, 86 percent of buyers are willing to pay more for a better customer experience, which directly ties into unique offerings that enhance usability and deliver real value. It’s clear that companies who focus on doing different by innovating and adding unique value are more likely to succeed.

Finding your unique edge: steps to true differentiation

To position your B2B brand effectively, you need to move beyond just being different. Here’s how to make sure you’re truly doing different:

1. Deep market understanding. Invest in understanding your customers’ needs, challenges, and desires. What are their biggest pain points? What solutions are they looking for that aren’t currently available?
2. Developing innovative and unique value. Focus on creating or enhancing features that address these needs in a way that no other competitor does. This could mean developing new technology, improving existing functionality, or offering unparalleled customer support.
3. Leveraging your strengths. Identify what makes your company unique. Whether it’s your team’s deep expertise, your innovative approach to product development, or your exceptional customer service, make sure this differentiator is at the core of your brand positioning.
4. Communicating your value. Once you have your unique differentiator, communicate it clearly and consistently. Use customer testimonials, case studies, and specific examples to show how you are different and the unique value you provide.

Leveraging the “Jobs to Be Done” framework for differentiation

To truly understand what it means to do different, let’s explore the Jobs to Be Done (JTBD) framework. This powerful tool helps companies identify the underlying reasons customers “hire” a product or service, focusing on the specific jobs customers need to get done. By using this framework, B2B companies can better understand their customers’ pain points and create solutions that are genuinely differentiated.

What is the Jobs to Be Done Framework?

The JTBD framework is a customer-centric approach that shifts the focus from what a product is to what a product does for the customer: it’s about understanding the jobs customers need to complete and designing your product or service to fulfill those needs better than any competitor. This framework pushes companies to look beyond demographics and psychographics to understand the functional, social, and emotional dimensions of why customers use their products.

How the JTBD framework can help with differentiation:

1. Identifying core customer needs. By focusing on the jobs that customers are trying to accomplish, you can uncover needs that are currently unmet or underserved in the market. This deeper understanding allows you to innovate in ways that truly differentiate your offering. For example, if customers are looking for a SaaS tool that saves them time on repetitive tasks, a unique automation feature could be the key differentiator.
2. Creating unique value propositions. When you understand the jobs your customers are hiring your product to do, you can craft a value proposition that speaks directly to those needs. This ensures that your messaging is aligned with the customer’s goals and positions your brand as the best solution for their specific challenges.
3. Avoiding the trap of superficial differentiation. The JTBD framework helps you avoid the pitfall of superficial differentiation based on aesthetics or tone alone. Instead, it encourages you to focus on the actual value you provide. For example, instead of mimicking design trends, you can create an offering that uniquely meets a critical customer need, making it much harder for competitors to copy.
4. Guiding product and positioning development and innovation. By continuously using the JTBD framework, you can keep your development aligned with evolving customer needs. This proactive approach ensures that you’re always one step ahead of the competition, consistently delivering unique value that keeps customers coming back.

The bottom line

In a world where visual styles and brand tones are easily copied, the real key to differentiation is doing different. It’s about offering something that truly sets you apart and can’t be easily replicated. By focusing on delivering unique value and solving customer problems in innovative ways, you can create a brand that stands out and builds lasting loyalty.

So, ask yourself: Are you just being different, or are you doing different? The difference is not just in words but in the actions you take and the value you provide. Want to talk about how to “do different” or to learn more about JTBD? We are ready to help. Schedule a meeting.

Sources:

1. Gartner, How B2B Brands Are Failing at Differentiation.
2. Forrester, The Business Impact of Customer Experience.