B2B decisions get justified with data. But a human still has to put their name on the choice. And the funny thing about humans, they don’t just buy the “best option”. They buy the option that feels easiest to defend, least risky to back and most likely to make them look good down the track.
Here are the three problems we see most often and how to fix each of them.
1) “We’re getting compared on price.”
The problem: you sound like everyone else
If your website, deck, and sales story sound like the rest of the category, you become interchangeable. Buyers can’t see a clear difference, so they default to what they can compare:
- price
- procurement risk
- the incumbent
- whoever looks safest on paper
That’s not because your product is weak. It’s because your positioning is unclear.
The solution: a position buyers can repeat in a meeting
Your job isn’t to say more. It’s to say something specific enough that it can’t be copied.
Do this:
- Define one clear “we’re known for this” statement (your position).
- Build 3 supporting pillars that prove it.
- Create a few recognisable brand codes (voice, visuals, language) so you’re instantly identifiable.
- Repeat until the market can recall you without effort.
Quick gut-check: Could a customer explain why you’re different in one sentence? If not, price becomes the deciding factor.
2) “People know us… but we’re not the obvious choice.”
The problem: awareness without relevance
This one is brutal. You can be “known” and still not be chosen.
Maybe you sponsor things. Your LinkedIn is active. You run ads across multiple platforms. People recognise your name, but when a buying moment arrives, they don’t automatically connect you to the problem they’re trying to solve.
Real-world signs:
- you get shortlisted late (or not at all)
- inbound interest is vague (“we’re looking around”)
- customers can’t summarise what you do, even if they’ve heard of you
The solution: attach your brand to buying situations, not features
B2B buying starts in memory. The brands people think of first are the ones strongly linked to the moment that triggered the search.
Do this:
- Identify 3–5 “category entry moments” (e.g. “we’re scaling”, “we’re replacing a vendor”, “we need compliance”, “we need reliability”, “we need to reduce downtime”).
- Write your messaging around those moments: what changes, what improves, what risk gets removed.
- Use simple, real stories to prove it (challenge → solution → impact).
When your brand becomes the name that fits the moment, preference builds fast.
3) “Our message is… kind of all over the place.”
The problem: too many ideas, not enough clarity
This happens when everyone tries to get their point in:
- sales wants one angle
- product wants another
- leadership adds a third
- marketing adds a fourth
You end up with a brand that says everything, causing customer confusion.
Real-world signs:
- every deck starts differently depending on who’s presenting
- the website reads like a capabilities dump
- after a meeting, buyers can’t define your value
And if buyers can’t define it, they can’t sell it internally.
The solution: a platform that makes decisions easy
A brand platform isn’t a document. It’s a decision tool.
It gives you:
- one clear promise
- a hierarchy of messages (lead idea → pillars → proof)
- tone and design rules that keep the whole business coherent
- a narrative your team can use consistently
The outcome: buyers feel certainty. Your team moves faster. Everything starts to connect.
The takeaway
Specs and data get you considered.
But in a crowded B2B market, brand is what makes you memorable, believable and easy to choose.
If you’re being pushed into price, if awareness isn’t converting into preference, or if your messaging keeps splintering, the fix is rarely “more content.” It’s clarity, consistency and a story people can see value in.
