Introduction
Participating in the workshop “How to Define and Use Brand Differentiators in a B2B Company to Gain a Competitive Advantage”, organized by the Pomeranian Science and Technology Park Gdynia and Startup Zone and led by Sebastian Dąbrowski, offered valuable insights into building a strong market position. As we continue to grow our B2B business, clearly communicating what makes us unique is more important than ever.
In B2B, being good is not enough – you have to be different
In saturated B2B markets, many companies offer similar products, prices, and promises. What truly sets a company apart—and often drives the buying decision—is its brand differentiation.
Differentiators help potential clients remember you, trust you, and ultimately choose you over others. But identifying what makes your company different isn’t always obvious.
Methodology: A Structured Approach to Finding Your Differentiators
At the core of any strong brand strategy lies a repeatable process. Here’s a simplified version of the method presented during the recent workshop at PPNT, designed specifically for B2B companies:
- Audit your current brand message
– What are you actually communicating now?
– Is it clear, unique, and consistent? - Analyze your competitors
– What are they claiming to do better than others?
– Where are the “gaps” that you could occupy? - Define your Unique Value Proposition (UVP)
– What specific value do you deliver that no one else does?
– How does this value solve real problems for your clients? - Identify buyer personas
– Who are your ideal decision-makers?
– What language, tone, and benefits resonate with them? - Test and refine your messaging
– Can someone outside your company clearly explain what makes you different?
– If not—simplify and clarify.
What doesn’t work: Common mistakes
Too many B2B brands fall into the trap of generic slogans and empty buzzwords.
Avoid these common pitfalls:
- “Flexible / Comprehensive” – without proof or definition, this means nothing.
- “Market leader” – every company claims this.
- Trying to appeal to everyone – you’ll end up resonating with no one.
Practical Tips for Entrepreneurs
Whether you’re rebranding or refining your positioning, here are some useful takeaways:
- Interview your best clients – Ask what made them choose you. Their answers often contain your real differentiators.
- Use real-world language – Avoid marketing speak. Speak like your clients do.
- Focus on proof – If you claim speed, show how fast. If you promise reliability, back it up with metrics or case studies.
- Be consistent – Your website, sales deck, and LinkedIn profile should all tell the same story.
Why this matters more than ever
In today’s market, where buyers do most of their research before ever contacting sales, first impressions happen online. Differentiators aren’t just a brand exercise—they’re a sales tool, a marketing foundation, and a growth driver.
When you know exactly what makes your company different, and you communicate it clearly, you stop chasing clients—and start attracting them.
Conclusions
Working on brand differentiators isn’t just for marketers. It’s a strategic process that should involve leadership, sales, product, and even customer support. The more aligned your team is around your unique value, the stronger your brand will be.
