Transforming industry
of powerful B2B brands
How brand creates orientation – and what makes B2B brands truly successful
When everything seems the same, what do we remember? In an era where products are often technically identical and innovation has become a basic requirement, brand becomes the decisive factor for differentiation. Especially in the industrial and B2B sector, where companies face a shortage of skilled workers, global price pressure, and increasing complexity, it is no longer enough to simply deliver good products. What’s needed is a clear attitude, emotional relevance, and strategically managed brand identities.
Patrick Greimel and Stephan Rein, Strategy Leads at moodley, explain in an interview with Pia Kammerlander how industrial brands can communicate more boldly, inspiringly, and future-oriented – not just to stand out, but to grow sustainably.
“B2B strategies that address emotions are about seven times more effective than rational messages when it comes to long-term sales growth.”
– Les Binet & Peter Field
Amidst multiple challenges, the true potential of the sector becomes apparent: Many industrial companies are technologically leading, sustainably positioned, and remarkably adaptable. While other industries are still talking about transformation, many industrial companies are already setting standards. The common image – gray, cumbersome, backward – is outdated. It’s time for brand communication to make this transformation visible. After all, industry is so much more than the proverbial smoking chimneys, and this story needs to be told.
Why do industrial companies in particular struggle with branding?
Despite all progress, many branding strategies in the industrial sector still seem surprisingly pale. Where technical excellence was once enough to differentiate, today it is more of a prerequisite than a unique selling point. The belief that pure engineering prowess convinces is still deeply rooted. But we’ve long known: Homo Oeconomicus, in the sense of a perfectly rational human, simply does not exist – and even in business, decisions are made emotionally.
“At the moment when price and performance are comparable, brand plays the most important role. In the end, every purchase decision, even for major investments, is based on a subjective gut feeling.”
– Stephan Rein
A good analogy here is the game “Super Mario”: Mario must overcome obstacles and opponents, aided by power-ups like mushrooms or fire flowers. Many companies advertise their “fire flower,” in other words, the feature. But Mario doesn’t primarily want a feature – he wants to solve the problem that keeps him from reaching his goal: rescuing the princess. Successful industrial branding therefore does not focus on the product itself, but on the transformative impact it has for the customer.
How does technology become a story that resonates?
Inspiration and emotionalization begin with a strong, universal story – not with target group segments. It’s about archetypal narratives, like those used in fairy tales, myths, or great movies. Stories that move, connect, and build trust.
“Relationships are created when we tell each other who we are, where we come from, where we want to go, and what matters to us – and best of all, in an interesting and surprising way.”
– Patrick Greimel
However, emotionalization does not mean simply adding colorful images or warm words. It’s about making the core of a company visible – its origins, its attitude, the people behind it. Even before a concrete purchase impulse arises, it is decided whether a brand can build trust. A strong brand story creates precisely this foundation: it lays the groundwork for every subsequent purchase decision and elevates the company into the so-called Relevant Set – the selected group of interesting providers.
To win this trust, it takes lived corporate values that provide orientation. Values work like an “operating system” that motivates collective behavior and defines shared principles: What is important to us? How do we work? How do we solve problems? The best brands anchor themselves in people's minds because they tell more than just “what,” but also “why.”
What stands in the way of B2B branding?
The biggest challenge is usually the first step. It takes courage to engage with one’s own identity and to change something. In addition, branding is often still seen as an “advertising expense” and a cost center, not as a strategic investment in the future of a company.
“Brand power is still a frequently underestimated force in the B2B sector.”
– Patrick Greimel
What is needed is a smart interplay of emotion and reason: emotion creates awareness, closeness, and visibility long before a concrete need arises. Rationality provides security, delivers concrete, functional arguments, and triggers the purchase impulse at the decisive moment. Only those who combine both can inspire and remain technically credible.
What should industrial companies focus on in the future?
Modern brand management must be more agile, adaptive, and yet consistent. In our dynamic world, corporate strategy often changes frequently – the brand must be able to adapt accordingly. At the same time, in such times there is a greater need for a stable North Star, for lasting values, and for a fundamental value proposition. The brands of the future combine orientation and flexibility while remaining authentic.
“The task is to close the gap between a company’s historical development and global changes with the help of strategic analysis, positioning, and creative brand development.”
– Stephan Rein
Authenticity becomes the key success factor. Not loud, not promotional. But tangible. Lived. Real. Anyone who wants to be a strong brand today must show attitude – internally as well as externally.
So is B2B becoming the new B2C?
Not quite. But: behind every purchase decision, behind every transaction, there is a human being. And this person thinks, feels, doubts, and trusts. Decisions in B2B follow the same emotional patterns as in B2C, only with different language and parameters. Good branding recognizes this and takes a human-centered approach. In the end, it’s not about B2B or B2C, but about Human to Human.
In a world of technical equality, those who show attitude win.
Industrial companies face enormous challenges – and incredible opportunities. Those who succeed in making their identity visible, creating emotional relevance, and understanding strategic brand management as a leadership task will not only assert themselves in the market, but also shape it permanently.
