The future of B2B branding

B2B brands are at a turning point. Once considered the realm of practicality over personality, the sector is now under increasing pressure to invest in creativity and differentiation.

Despite driving nearly two-thirds of global revenue, many B2B companies have been slow to embrace brand as a true growth driver. But the momentum is shifting. Best practice in the space is showing that a distinctly positioned and visually differentiated brand isn’t just for consumer brands – it’s a competitive advantage in the business world.

1) National protectionism and international complexity

Raising tensions between nations is impacting how we buy and sell goods and services across borders. A recent example is how the USA is introducing tariffs and changing its open trade approach, trying to push and strengthen the sale of its own goods across the nation. It’s fair to say that in 2026, we should expect more national protectionism. The impact on brand will be that B2B companies operating globally, will not only have to respond to these evolving conditions but also future-proof their business strategies. Equally important, they must build and protect trust with clients abroad to drive new sales opportunities and strengthen long-term partnerships. 

Bridging trust via communication
The Covid-19 pandemic taught us a lot about how to deal with changing regulation and the importance of clear, constant communication with audiences. Keeping websites and social media channels up to date is essential, but accessibility matters just as much – clients must easily find and understand key updates. It’s important to note that navigating complexity is one thing; communicating your business effectively is another. In the current climate of protectionism if your clients cannot trust you to persevere and deliver work through changing conditions, they won’t want to work with you. 

I think ‘trust’ will be a continuing theme in 2026. B2B brands cannot pay lip service to it. They must counteract this issue proactively via their channels. A well-structured news platform, real-time chatbots, and active social channels help businesses demonstrate agility and build trust during increased complexity.

Lowering risk through research
Along with the pressing need to communicate to your audiences there is also an expected change in tensions between nations which will impact purchase decisions. We anticipate the landscape to force brands to adapt the way they are organised or the way they sell themselves. A label such as ‘Made in USA’ today versus two years ago would be perceived differently across nations. For example, we can see the impact of political measures in the response of Canadian supermarkets and customers currently boycotting US goods. The public’s rising awareness of political action and bigger transparency of supply channels is impacting B2B decision-making. B2B behaving more like B2C means these perception changes will be increasingly affecting B2B brand strategies. 

If you can invest in cultural research or are already closely tracking your brand performance, this is the time to pay close attention to changes and fluctuations. We are and will still be operating in a global market but it’s worth looking at evaluating your specific situation to ensure you can steer clear of risks.

2) Generated brand voices and AI-powered audio experiences

AI is here to stay; it’s time to embrace it. Here’s how you can get ready for 2026. The rise of AI tools is reshaping how businesses approach content creation. The skills and time required to produce quality content have decreased, lowering the barrier for B2B brands to engage more actively in the space. All types of formats are becoming more accessible, introducing new brand voices – both literally, as seen with Spotify’s DJ X, and more abstractly, through tools like ChatGPT and other large language models. While these technologies offer exciting opportunities, they also pose risks for brands. Poorly implemented AI-generated content can make a brand appear generic or inauthentic. However, when used effectively, these tools can increase content frequency, improve quality, and expand reach, strengthening a brand’s position in the market. What is being adopted now can be expected to proliferate further.

Finding the right voice to stay human
Engaging brands increasingly use formats like video and podcasts to connect with their audiences. AI-driven audio presents a unique opportunity to humanise brand interactions. Choosing a voice that represents your business needs careful consideration. Accent, tone, and vocabulary are clear signals to your audience painting a mental personified picture of your brand. While a strong regional accent can reinforce local identity, it may also limit broader appeal. This becomes a balancing act between specificity that is authentic and standardisation that accommodates for more diverse groups of listeners.

We are going to increasingly listen to computer-generated audio, but maintaining a genuine, human-like presence is important for audience trust. AI voices need to be fully representative of your brand strategy. New avenues for engagement require careful brand definition to ensure alignment and resonance with your audience. Don’t gamble with years of brand equity just to jump on new trends.

Steering your AI-powered authors
Writing using an AI tool makes the process more efficient, but one should not assume that it is also easily as effective and impactful. There is a clear role for copywriters and specialists as it still needs the guidance of someone with great knowledge. So, while guidelines for multiple content writers across a team or business locations have long been established, there is a need to modernise these processes. It’s going to be interesting to see at which intersection, creation, or quality control these tools will take on the bigger role. Ultimately, someone will be responsible for the final content going live, and while confidence and trust in AI is rising, human supervision remains crucial to avoid major PR risks. Remember Microsoft’s Tay chatbot – launched without sufficient safeguards, it quickly began generating offensive content, forcing the company to shut it down within 24 hours. The incident became a cautionary tale about the dangers of AI-generated content lacking proper oversight.

In 2026, writing will have evolved. Just as the shift from typewriters to computers allowed more people to create and share content – without needing expertise in spelling and grammar – AI will transform how we write. Instead of focusing on assembling sentences, we’ll shift our attention to refining tone of voice, ensuring consistency, and bringing fresh, compelling perspectives. Mastering these complementary skills will be the true driver of success, beyond simply adopting the technology.

3) Changing role of traditional imagery and generated visuals

AI-generated imagery is transforming visual branding, making high-quality visuals more accessible and affordable. While the legal and ethical implications of using copyrighted work are out of scope of what we can cover, each brand must carefully consider these factors when integrating AI-generated content. Alongside the opportunity to create stunning visuals, there is also the challenge that AI often defaults to generic representations unless properly guided. Distinctive visual storytelling remains a crucial differentiator, so these challenges must be navigated thoughtfully to maximise the technology’s potential. 

Calculating the value of visual assets
Given the controversy surrounding AI-generated images in the creative space, embracing this technology carries political and ethical considerations. B2C has been quicker to adopt these tools. On the other hand, as a B2B business likely working with a diverse range of stakeholders, it is essential to approach this topic carefully. Would it be more meaningful to engage with photographers and showcase the real people behind your business, rather than representing them with AI-generated faces? Is it worth the investment? As with many creative investments, the true value of this approach is not always easily measured. Current research on global consumer views is limited in its ability to guide business decisions, but one thing is clear: transparency is essential for trust. Many consumers feel misled when unknowingly presented with fabricated imagery.

Looking ahead to 2026, these tools will have progressed further, but your internal skillset and knowledge may not. Assess whether traditional stock imagery is a financially and strategically viable alternative to AI-generated visuals. Adopting trends should be done with care – if executed poorly, it can undermine your brand’s values and appreciation for creatives. Don’t just jump on the bandwagon.

Prompting to stand out
Brands must rethink the role of imagery, ensuring it adds depth and authenticity rather than relying on overused AI-generated clichés. Early adopters often prompt AI tools with abstract keywords – such as innovation or technology – which frequently result in overly generic visuals. Translating an idea or message into a compelling visual representation still requires strategic oversight. In our experience in the branding space, imagery serves two key purposes: to communicate information and, more often, to establish visual tone and mood as part of a cohesive brand identity. Both require a design skillset or guidance, but the latter is particularly dependent on thoughtful creative direction. For example, at the end of 2024, Skechers faced backlash after releasing an AI-generated advertisement in Vogue. The ad didn’t seem connected to their product and failed to capture the essence of Skechers, while also being criticised for the quality of the design.

AI-generated images can enhance branding but require a strategic understanding of design to avoid falling into homogeneity. B2B brands (in particular) rely on long-term business relationships. They must ensure that AI-generated visuals don’t lose them authenticity and credibility essential for trust building. As B2B brands continue to evolve in a digital-first world, the ability to prompt AI tools effectively will become a crucial skill. Developing clear guidelines for AI-generated visuals will be essential to maintaining a consistent brand identity. In 2026, brands that use AI strategically will have an edge, but those that do so without sacrificing their unique personality and commitment to quality will stand out as industry leaders.

Closing thoughts
B2B brands are at a crossroads. The landscape is shifting, global complexities are reshaping business relationships, AI technology is redefining brand personality and visual identity. Succeeding in 2026 will require a careful blend of creativity, adaptability, and strategic clarity. In this evolving space, the strongest brands won’t be those that follow trends blindly but those that use them as tools to reinforce a distinct strategy and identity. Technology will continue to evolve, markets will fluctuate, and global dynamics will shift. But one thing remains constant: strong brands build strong businesses.