Most B2B brand and marketing experts agree that a solid positioning statement and brand story are critical to the success of a business. Those initial elements serve as a compass for all communication and marketing efforts, from influencing the visual identity to shaping digital campaigns. In fact, 97% of B2B marketing leaders say brand marketing is essential for awareness and differentiation, according to Boston Consulting Group.
Yet some still undercut the importance of brand discovery — the comprehensive research period that serves as a precursor to drafting foundational messaging. Others think they already know all the insights and answers a discovery would uncover. In AvreaFoster’s more than 30 years of building and marketing B2B brands, this has never held true.
Overlooking this process can lead to bland, disconnected messaging; missed opportunities; and misalignment across marketing and sales teams. In some cases, it can even force a business to compete on price alone. Ironically, cutting corners during discovery to save time often results in more time spent rewriting positioning, correcting missteps and repairing brand confusion. Given the investment required for brand marketing, skipping brand discovery is a risk few B2B organizations can afford.
Simply put: B2B brand discovery is not optional — it’s essential.
What’s Involved in a Typical B2B Brand Discovery
- Stakeholder interviews with internal teams and external partners to gather qualitative branding insights
- Customer surveys or win/loss analyses to collect and validate broader trends
- Website and digital analytics to understand user behavior, search performance and engagement
- Sales and marketing audits to identify gaps and inconsistencies
- Peer and competitive landscape research to spot white space and emerging brand trends
- Industry and market research to track macroeconomic forces, digital disruption or regulatory changes
- Review of prior research to uncover what’s still useful — and what’s outdated
The Value of Brand Discovery for B2B Businesses
Once research is complete, the brand discovery process culminates in a presentation of key findings — often including surprising truths about the brand, its perception and its potential. These branding insights create long-term value and set the stage for smarter B2B marketing decisions.
Aligns leadership
Brand discovery helps unify executive leadership around the brand’s core strengths, weaknesses and value drivers — creating alignment that filters down to sales, marketing and product teams.
Captures customer needs
Customer interviews and market data reveal what decision-makers actually care about, so brand positioning speaks to real challenges — not just assumed ones.
Defines a unique value proposition
Discovery identifies what truly sets the company apart, enabling the B2B brand to move beyond buzzwords and craft meaningful differentiators.
Shapes the brand experience
By analyzing audience expectations, brand discovery informs the tone of voice, values and overall experience prospects expect — a critical step in developing an authentic B2B brand.
Informs visual branding
Understanding how peers present themselves visually can guide design choices that stand out while still feeling familiar to the target market.
Enables authentic messaging
By grounding the story in company truths — capabilities, culture and history — brand discovery supports messaging that builds trust and credibility.
Drives strategic decision-making
Beyond B2B marketing, discovery insights can guide broader business strategy, from product development to sales enablement — ensuring all decisions align with the brand’s true north.
Start With Questions, Not Assumptions
If your B2B brand can acknowledge that it may not have the full picture of its buyers, its competitive environment or its internal brand alignment, there’s room to grow. Brand discovery offers the opportunity to listen, learn and build smarter B2B digital marketing and advertising strategies from a position of knowledge rather than assumption.
In high-stakes B2B markets — where sales cycles are long and buying decisions involve multiple stakeholders — clarity is currency. Brand discovery ensures your B2B messaging cuts through the noise and resonates with the right people.
Ready to Build a Stronger B2B Brand?
Whether you’re building a B2B brand from the ground up or refining what already exists, AvreaFoster can help you unlock the full potential of your B2B branding and marketing through thoughtful discovery. Let’s get started.