Brand Transitions: Why Brands Moving to B2B Need to Shift Their Mindset and Redefine Their Core Values
When developing a brand strategy, we always strive to define the brand’s DNA, how it communicates with its audience and what truly differentiates it in the market.
One of the recurring questions in branding and marketing is the difference between B2B marketing and B2C marketing: should there really be a distinction in the process, or is it essentially the same brand story told through slightly different nuances?
In essence, branding is the way we tell the world who we are, what we stand for, and why we are relevant. In B2C, branding is driven by emotion, experience, and personal relevance. In the B2B world, however, brand identity becomes a language built on trust, business value, and long-term partnerships, an approach rooted in credibility, expertise, and relationship-building.
Take Wix, for example. It transformed the digital landscape and changed the rules of the game by allowing anyone to build a website easily using a simple drag-and-drop interface, no coding required.
Today, Wix has about 263 million registered users, including roughly 824,589 active online stores worldwide (Wix Statistics, May 2025).
When the company decided to expand into B2B, it didn’t just deliver a product; it built a community of designers and creative agencies, added professional support, and developed management tools that turned users into strategic brand partners.
This evolution reflects a mature branding strategy, one that aligns with both brand trust and visual identity consistency across audiences.
Zoom offers another strong example of brand repositioning and a shift in perception.
During the pandemic, it became synonymous with family calls, online learning, and yoga sessions, a classic B2C use case. But in the B2B sector, Zoom made a strategic leap in brand positioning: it integrated advanced AI capabilities, strengthened enterprise level integrations, and emphasized security, collaboration, and business continuity.
According to TechRadar (October 2025), Zoom holds 55.91% of the global video-conferencing market, compared with 32.29% for Microsoft Teams and 5.52% for Google Meet.
In its official filings, the company reported that its AI Companion, an AI-powered digital assistant, has already been adopted by over 60,000 business customers.
This milestone demonstrates deep penetration into the business market and strong trust in Zoom’s AI-driven brand ecosystem, proof of how B2B branding and technology can merge into a powerful marketing strategy.
A third, equally powerful example of a successful B2B branding transformation is Adobe.
Once known mainly for its creative software for designers and freelancers, Photoshop, Illustrator, and others, Adobe has evolved from a B2C creative brand into a B2B powerhouse.
With the transition to Adobe Creative Cloud and a subscription model, Adobe has placed a stronger emphasis on B2B marketing, enterprise clients, and data-driven creativity.
In its latest campaign, under the slogan “Make It Personal, Make It B2B,” Adobe highlights key marketing strategy pillars such as customer experience, customer journey optimization, and ROI measurement.
It now addresses businesses with integrated content creation, CRM, and performance analytics solutions, empowering brands to strengthen their visual identity, streamline workflows, and scale their brand presence consistently across platforms.
This brand evolution has turned Adobe into a major B2B brand that exemplifies how technology, creativity, and marketing strategy can coexist within a unified brand identity system.
When brands make the shift toward B2B marketing, they must recognize that it’s not merely about selling a product. It’s about building trust, cultivating relationships, and creating shared long-term value, forming a strategic brand partnership based on mutual goals and measurable business outcomes.
If your organization is facing branding challenges, whether transitioning to B2B or redefining your brand identity, I’d be happy to host a brainstorming session, explore your specific goals in depth, and help you build a marketing strategy that drives both visibility and brand impact.