Studio LWD publishes B2B branding white paper

Branding and design agency Studio LWD has published a white paper focussing on branding in the B2B sector after a series of studies highlighted that, contrary to popular belief, branding is actually more important to business customers than consumers.

A study into the role of emotion in B2B buying was carried out by Google, Gartner and Motista that involved surveying 3,000 B2B buyers across multiple industries.

According to the findings, not only did the B2B brands drive more emotional connections than B2C brands, but they “weren’t even close.” Of the hundreds of B2C brands studied, most had emotional connections with between 10% and 40% of consumers. Meanwhile, the majority of B2B brands they studied surpassed the 50% mark, leading the study to conclude B2B customers are significantly more emotionally connected to their vendors and service providers than consumers.

According to further research, personal value has two times the impact of business value on B2B buyers and 90 per cent of purchasing decisions are made subconsciously rather than logically – meaning emotions play an integral role in B2B decision-making.

Studio LWD creative director Laura Weldon said: “The evidence is there that strong brand strategies can have a transformational impact on the fortunes of companies who sell to other businesses. Yet, B2B companies generally still focus on features and benefits, rather than the emotional brand experience that research shows actually works on customers, and assume brand is the realm of fluffy B2C companies.

“That’s why we published our white paper Why branding is crucial to grow your B2B business in 2022, to show how B2B companies like Shopify, Mailchimp, Hubspot and Dropbox have used brand strategies to pull ahead of the pack to become the de facto choice in the sectors in which they operate.”

Established in 2012, Studio LWD is an eleven-strong multi-service branding agency working with clients across the UK from offices in Poulton-le-Fylde.

Founder and creative director Laura Weldon has experience working with some of the world’s most iconic brands, including Virgin, Nike, Tesco, Aldi and the British Council, having honed her skills working at Australia’s leading branding agency Hulsbosch, widely acknowledged as having pioneered the concept of combining brand design, strategy and product development.

For more information go to www.studiolwd.co.uk. To download a copy of the white paper go to WHITE PAPER DOWNLOAD.