In today’s crowded media landscape, it’s hard to be noticed, and brands are really feeling this struggle. Nearly half of all UK B2B brands fail to stand out from competitors with senior marketing decision-makers believing that only 51% of brands are truly distinctive and struggle to create identities that resonate in today’s marketplace. Matt Smith, Creative Director, branded by Berkeley, outlines the key challenges faced by decision-makers and highlights the business trends we’ll see in 2025.
It is hard to ignore the hype that has grown around AI over the past couple of years. From chatbots and email assistants to advanced solutions for manufacturing, cybersecurity and data analytics, the influence of this advanced technology has spread into almost every industry.
And it looks set to continue its rapid growth over the coming years, with projections suggesting its market size will grow to a monumental US$1,339 billion by 2030. Yet, at the same time, opinions around AI seem to be changing. The constant media narrative has led many towards AI fatigue and a scepticism around how much business value it is actually delivering.
These contrasting points can make it difficult for brands to plot a course for the year ahead. On one hand there is pressure to lean into AI revolution and showcase its influence. On the other, a pressing need to differentiate from the crowd.
So, for those unsure of where to take their branding in the new year, we’ve investigated the key challenges faced by decision-makers and the business trends we’ll see in 2025 – to help you plan a robust brand strategy for the next 12 months.
The rise of unified brand storytelling
Generative AI has sped up the creation of content exponentially, which has led to a huge increase in the amount of content available to us. This, in turn, means that audiences are being bombarded with more information on a daily basis and are becoming more selective in the content they digest.
For brands to cut through the noise and get noticed by their customers, it is important for them to not only deliver valuable information, but to ensure consistency across their messaging. A unified brand narrative will help to build trust and credibility, ensuring that every interaction reinforces their core values and helps make them more memorable.
With 83% of decision-makers finding inconsistent messaging highly annoying, the need for a cohesive brand story is clear. As Simon Kahn, VP of Marketing at Google APAC, says in his marketing predictions for the decade ahead: “Marketers will have an expanded calling to help the company tell a consistent story everywhere, all the time.”
Balancing automation with authenticity
B2B brands have been quick to shout about their new AI capabilities over the last couple of years, however continuing to do so could do more damage than good in 2025. Not only are we seeing more articles on the subject of AI-generated deepfakes, which is likely eroding trust in the technology, but a developing trend of AI fatigue also suggests that people are become irritated with the sheer amount of media coverage on the subject.
More importantly though, if every brand is shouting about AI, it is having a considerable impact on how much they can differentiate themselves from their competitors.
In fact, in branded by berkeley’s 2024 B2B branding landscape report, it was found that less than half of B2B brands (49%) are seen as truly distinctive. This means that, although AI no doubt presents businesses with new opportunities, they must prioritise maintaining brand distinctiveness as they adopt it – finding creative ways to leverage this developing technology while preserving their unique identity and human touch.
The resurgence of long-form video
While short, snappy videos remain effective for capturing attention, B2B brands are increasingly investing in long-form video content to foster deeper engagement. Platforms like YouTube have seen a significant increase in long-form videos being uploaded, rising from 1.3 million in July 2022 to 8.5 million in June 2024, indicating a growing appetite for more in-depth storytelling.
The key, however, is quality. As video length increases, so do audience expectations, with research showing that 92% of viewers believe poor video content can negatively impact a brand’s image. B2B marketers should focus on creating high-quality, long-form videos that provide valuable insights, educate their audience and build thought leadership.
It is also important to keep in mind that short videos are very much still being used to great effect and that any successful video strategy should involve a combination of both short-form content to attract viewers and long-form content to nurture relationships and establish expertise.
Personalisation takes a central role in B2B
In B2C marketing, personalisation has long been a necessity. Yet for B2B brands, there has been less of an imperative to focus on personalised messaging. In 2025 we expect that will change, as B2B brands leverage data, automation and AI to deliver tailored experiences that resonate with individual buyers.
This shift from broad segmentation to granular, one-on-one interactions will be crucial for building stronger customer relationships and driving brand loyalty. Additionally, by focusing on a more personalised approach, B2B businesses can attempt to deliver multi-stakeholder messaging and influence the larger buyer committee associated with the B2B world.
Empowering consumers as brand storytellers
As a by-product of the focus on personalisation in B2B branding, we will also see user-generated content (UGC) and community-led initiatives having more power in shaping brand narratives. By encouraging customers to share their experiences and contribute to the brand story, companies can build trust, authenticity and a sense of shared purpose.
For example, Unilever’s evolution of its ‘Partner to Win’ programme has seen a shift towards sharing stories and case studies with suppliers who’ve made notable strides in sustainable sourcing, waste reduction or renewable energy. By empowering its suppliers to share their efforts, Unilever builds loyalty while simultaneously demonstrating a brand-wide commitment to sustainability.
Amid the growing focus on sustainability and social responsibility, we can expect this trend to gain steam, with customers brought into the brand narrative – amplifying the impact of both credibility and community trust.
Looking ahead to 2025
The B2B branding landscape is constantly changing, making it difficult to know exactly where to direct your brand strategy. However, by looking at the changing sentiments of your audience and any emerging business trends, we can unlock valuable insights to guide your decision.
2025 will require a delicate balance between leveraging technological advancements and maintaining a human-centric approach. As AI continues its rise, brands must prioritise authenticity, personalisation and unified storytelling to cut through the noise, build trust and foster genuine connections with their audience.
By embracing these trends and adapting their strategies accordingly, B2B brands can position themselves for success in the fluctuating digital age.