88% of consumers believe that the experience provided by the company matters as much as the product or service."

Profit-centric strategies have always been the traditional practice of B2B branding at B2B. Nevertheless, today's most successful B2B brands are those that prioritize people before profits, as they understand that sustainable growth and profitability is premised on connection, trust and authentic interaction. This change in philosophy heralds a time when empathy, authenticity, and human-centered values become the driver for brand differentiation and competitive advantage.

Understanding the Change
In the past, B2B branding mainly revolved around product features, price points, and the promise of financial gains. But this transactional mindset is being taken over by a more holistic way of thinking about business relationships. Companies are realizing that every business decision has human beings behind them with emotions as well as aspirations and pains. Therefore, it becomes important to recognize as well as address this human element for building lasting relationships in B2B.

This tendency is supported by leading publications and research institutions. According to Salesforce, 73% of executives expect companies to understand their needs while 88% believe experience provided by a company is just as vital as its products or services do. These figures underscore the increasing importance of human-oriented approaches in B2B branding.