Introducing the future of B2B
B2B has changed. Brand is now your competitive advantage.
Brand relationships have changed. Audiences expect more than transactions — they want connection, trust, and meaning. For B2B, that means moving beyond business as usual.
The answer? Business to People (B2P) branding.
A proven approach
B2B brands that embrace a B2P approach unlock new ways to connect by standing for something — and new ways to grow by standing out.
Our expertise in strategic positioning and brand design turns B2B businesses into brands people can’t ignore: compelling, engaging, memorable, and designed to perform.
The results speak for themselves:
FAQs
Everything you need to know about our B2P approach and why it's right for your business.
The B2P Method is a transformative approach to branding that focuses on connecting brands with individuals on a human level, bridging the gap between business and people.
It keeps every stage of our work grounded in data, insights, and research; not just at the start, but all the way through.
What is B2P?
B2P is shorthand for ‘Business to People’ – our proprietary approach that places core audience needs and behaviours at the heart of any branding project.
Our people-first approach transforms B2B businesses, helping them create more meaningful connections with their audiences and achieve greater impact through their marketing activities.
What B2B challenges does a B2P approach solve?
Common challenges our clients come to us with include:
- The need to simplify complex product and service offerings to be more accessible and compelling to audiences.
- The need to cut through in an increasingly crowded and highly commoditised marketplace.
- The need to identify, engage and grow relevance with new and evolving audiences whilst maintaining legacy brand equity.
- The need to engage and inspire internal audiences following a complex merger or acquisition.
If you’re facing a business challenge, we can explore together how B2P might help.
How will a B2P approach work for me and my business?
By focusing on the people behind every business — employees and customers — we build brands that connect, engage, and drive growth.
We uncover insights that transform how you understand and connect with your audiences, helping you build stronger relationships, deeper loyalty, and lasting growth.
Why should we be B2P?
Over half of B2B buying decisions are now made based on brand reputation and personal decision drivers now outweigh professional drivers in importance for the first time.
Businesses need a deep understanding of their audiences to engage, inspire and influence them. Only by adopting a Business to People approach to branding can this level of understanding be achieved.
How do you measure success with B2P?
As each business is unique, we work in partnership with our clients to identify and establish the key metrics that are most important to them. Common metrics, amongst others, include website traffic, direct searches, increased conversion rates, sales growth, market share increase, employee engagement, and many more.
We would be happy to discuss with you what your business goals are and what metrics we can use to measure success.
Nalla created a completely new brand for Subdial; one which is totally aligned with a new generation of global watch collector.
Our new visual identity makes sure we stand out and offer something different to the more conservative (and, frankly, bland) brands within the sector.
Subdial
Backed by facts
Less B2B, more Business to People
We pioneered the term B2P because we believe in the power of a people-first approach to branding and business marketing.
64%
20%%
B2P in practice
A B2P approach can help businesses
overcome the toughest challenges.
In a world increasingly turning towards automation, focusing on individual needs and values means B2B brands can build stronger relationships that stand the test of time during those long buying journeys.
Explore how a B2P approach helped our clients overcome their challenges.
Is your brand ready for product launch?
A new product, a new market, a new service line. The business has done the work. But if the brand cannot carry what is being launched, the best product in the category will still underperform.
When your brand no longer fits your business
Your business has evolved. New direction, new scale, maybe new leadership. But your brand still looks like the company you used to be. Your audience is making decisions based on a version of you that no longer exists.
Learn more about our B2P Method
In person
Our founder, Vicki Young, is a regular speaker on the topic of B2P and how it can create real impact for B2B brands. Contact us to find out where you can catch one of her upcoming talks, or to book her for corporate training.
Learn more about our B2P Method
In print
Not only did we pioneer the term B2P, we literally wrote the book on it. If you’re interested in learning more about B2P and how it’s disrupting the traditional B2B landscape, you can pick up your very own copy of ‘B2B is Dead’ today.
