Your Brand Isn't Different (And Your Customers Know It)
71% of B2B brands think they're different, but 68% of customers disagree. Learn why the perception gap exists and how to close it to drive real revenue growth.
The uncomfortable truth about B2B positioning.
You've spent months crafting your brand positioning. Your team believes you're different. Your messaging highlights what makes you unique. Your website screams innovation.
But here's the problem: your customers don't see it.
71% of B2B marketers believe they communicate a distinct brand position.
68% of B2B buyers say most brands in their industry "all sound and act the same."
That's not a small gap. That's a chasm. And it's costing you deals.
Worse still, 50% of B2B brands are mistaken for a competitor by customers. Half. Your carefully crafted positioning, your "unique" value proposition, your differentiated messaging, but customers can't tell you apart.
Why brands think they're different (but aren't).
The perception gap isn't intentional. It's structural. Here's what's happening:
Strategic Herding.
Your competitors launched with blue logos and geometric shapes. So did you. They talk about "innovation" and "empowerment." You do too. Everyone's following the same playbook, convinced they're playing a different game.
Tech companies are the worst offenders. Scroll through any SaaS website and you'll see:
The same minimalist design
The same graphics
The same animations
The same everything…
Customers can't tell you apart because you've made it impossible.
Internal narratives vs. external reality.
Brands build positioning based on what they think matters. Features they're proud of. Values they hold dear. Processes they've perfected.
But customers judge you on their needs, not your narrative. If your "differentiator" doesn't solve their problem or isn't provable, it's noise.
The commoditisation trap.
As markets mature, products become interchangeable. When everyone offers the same features at similar prices, differentiation collapses. Buyers default to price because you've given them no other reason to choose you.
The result? You're competing in a race to the bottom while claiming you're premium.
What customers actually see.
Let's be blunt. When customers evaluate B2B brands, here's what they experience:
Generic messaging.
"We help businesses grow." "We're customer-focused." "We deliver results."
Cool. So does everyone else.
Indistinguishable visuals.
Gradients. Sans-serif fonts. Abstract imagery.
Your brand looks like a template because it is one.
Unproven claims.
"Industry-leading." "Best-in-class." "Trusted by thousands."
Where's the proof? Where's the story? Where's the reason to believe?
Customers don't see differentiation. They see sameness. And when everything looks the same, they pick the cheapest option or stick with what they know.
How to close the perception gap.
Stop guessing. Start proving. Here's how to build positioning that customers actually recognise:
Validate with real customer research.
Ask your customers how they see you. Not how you want to be seen, but rather how you're actually perceived. Use perceptual mapping to compare yourself against competitors. If customers can't articulate your difference, you don't have one.
Differentiate on outcomes, not features.
Features are commodities. Outcomes are valuable. Don't tell customers what you do. Instead, show them what they'll achieve. Replace "We offer 24/7 support" with "Your team never waits for answers."
Build proof into your positioning.
Claims without evidence are noise. Back every differentiator with data, case studies, or testimonials. Make it impossible to ignore your results.
Break the visual mould.
If your brand looks like everyone else's, it will be treated like everyone else's. Invest in design, visuals, and a distinct voice. Stand out or blend in, because there's no middle ground.
Own a specific problem.
Generalists get ignored. Specialists get remembered. Pick one problem you solve better than anyone else and own it completely. Narrow your focus to widen your impact.
The brands that win are the ones customers remember.
Differentiation isn't about what you say. It's about what customers believe.
71% of brands think they're different.
68% of customers see sameness.
50% of brands are mistaken for competitors.
If they can't recall your brand when they're ready to buy, your positioning failed. If they can't explain why you're different, your messaging failed. If they choose a competitor on price alone, your value proposition failed.
The gap between how you see your brand and how customers see it isn't a marketing problem. It's a business problem. And it's costing you revenue.
Close the gap. Build positioning that customers actually recognise. Turn perception into profit.
Ready to stand out in a sea of sameness?
Let's build a brand customers remember, and choose.