In today?ÇÖs digital-first world, visibility, storytelling, and human connection matter as much in B2B as they do in consumer brands.When I moved from a consumer-facing brand to a B2B organisation, I expected a shift in priorities. The communication lens felt narrower, more contained, and focused on a defined group of stakeholders. But very quickly, I realised that even in B2B, the expectations around visibility, recall, and credibility were just as intense. The difference was in the mindset, not in the need.What helped me navigate this shift was my B2C experience. We began to reimagine how the brand could show up, not just in boardrooms or policy events, but in public conversations. We focused on simplifying narratives, owning digital platforms, and creating a voice that was distinct, visible, and human.The B2B Audience Is Broader Than We ThinkTraditionally, corporate communication in B2B has been strategic and intentional, directed at investors, vendors, policymakers, and internal stakeholders. But in today?ÇÖs interconnected ecosystem, the audience is far more diverse.It includes decision-makers across procurement and strategy functions, job seekers exploring culture fit, and industry bodies or certification agencies assessing standards and governance. Analysts, researchers, collaborators, and content creators also play a role in shaping how your organisation is perceived.They may not all be customers, but they are crucial to your reputation, influence, and future growth.Reputation Is Built in the Public EyeCommunication today cannot be confined to investor decks or annual reports. It must extend into the public sphere, where leadership voices, brand narratives, and cultural values are increasingly under the spotlight.B2B organisations must embrace storytelling, thought leadership, and reputation building with the same rigour that consumer brands apply to their marketing. It is not about visibility for its own sake, but about owning the narrative before others define it.Digital Presence Is the New Business CardOwned and earned media now play complementary roles. Beyond traditional coverage, B2B brands must build credibility through LinkedIn, podcasts, online publications, webinars, and even short-form videos. A compelling article may introduce your strategic thinking, but a candid leadership post can humanise your organisation in an authentic way.The shift is not towards consumerisation, but towards relevance in an increasingly content-driven world.Applying B2C Lessons to B2B RealitiesFrom my own experience, these principles apply well across both worlds:Lead with clarity, not complexityShow up consistently, not just during milestonesUse leadership as brand custodiansTranslate internal culture into external cuesCreate narratives that are agile and humanThis mindset enables organisations to build trust, stay discoverable, and remain top-of-mind in the industries they serve.Aligning Internal Voice With External ImpactWhether it is a townhall, an employee connect initiative, or a campaign that brings company values to life, these narratives help shape the employer brand and influence how the outside world perceives the organisation.Authenticity is strengthened when what is said inside the company is visible, believable, and echoed outside.Making Visibility a Strategic ImperativeThe fundamentals of B2B communication remain rooted in strategic clarity and stakeholder engagement. But in the current landscape, visibility must work alongside strategy to build reputation, influence perception, and shape opportunities.We may be building for businesses, but we are speaking to people. And people respond to stories, not just data. A B2B brand that communicates with relevance, consistency, and human insight will always stay ahead of the curve.

- Authored by Komal Rukhana, Founder at Mint and Milk PRIn today's digital age, where social media reigns supreme, leveraging influencers has become a powerful tool for brands to amplify their messaging in order to reach a wider audience. Influencers, with their dedicated following and authentic voice, have the ability to connect with consumers on a personal level, making them valuable partners in any brand's marketing strategy. The consumer's attention spans are shrinking and delivering the right message in short, crisp and engaging ways are now taking precedence. Leveraging the brand voice for companies that can?ÇÖt be openly marketed over other mediums also becomes a priority when it comes to influencer marketing. In the rapid rise of the digital age, news is first broken online through digital campaigns and then it transcends to traditional media. So the conversation has now altered for brands which peg themselves as a digital first company. As a PR company we weigh engagement, reach, impressions, click through rate, sentiment analysis of the content along with comments even before even suggesting or recommending influencers to our clients. Each campaign is well thought through. For a brand like MyMuse within the Intimate wellness industry- funny and engaging content has been leveraged with influencers to mold the conversation. Two years ago the brand was budding in the space and with a targeted as well as amiable approach the brand has really managed to leverage the conversation using influencer marketing to change the narrative around sexual wellness and educate the customer. Over the last 3 years, their product portfolio has grown from 4 to 25+, spanning personal massagers, high quality lubricants and massage oils, games and journals to wellness products such as libido gummies and wipes. Messaging and brand perception can be monitored and tweaked based on the audience response and the brand has a larger say in what?ÇÖs being communicated and perceived. The risk of miscommunication within messages is also reduced.AuthenticityWhen it comes to leveraging influencers, authenticity is key. Consumers are savvy and can easily spot inauthentic endorsements. By partnering with influencers whose values align with the brand's, companies can ensure that the messaging is genuine and resonates with their audience. In addition to authenticity, choosing the right influencers is crucial. Micro-influencers, with smaller but highly engaged followings, can often yield better results than macro-influencers. Their niche audiences are more likely to trust their recommendations, leading to higher engagement and conversion rates.Geographic libertyCollaborating with influencers also allows brands to tap into new markets and demographics. Influencers have the ability to reach audiences that may be difficult for brands to access through traditional advertising channels. By diversifying their influencer partnerships, brands can expand their reach and connect with a broader range of consumers. Some of our clients have interest in tying up with influencers with an NRI dominance and that can only be achieved through influencer marketing. It lets you cut borders in a way that wasn?ÇÖt possible a few years ago. We represented a restaurant brand in Goa recently where the brand's videos would garner a reach of 3k on its feed however by engaging the right influencers we saw the video reach expand to garner 1M+ views thereby drawing immense awareness and reach for the brand. Furthermore, influencers can provide valuable insights into consumer trends and preferences. By monitoring the engagement and feedback generated by influencer campaigns, brands can gain a better understanding of their target audience and tailor their messaging accordingly.Building a community and collaboratingCollaborative reels with multiple creators within a campaign has become the need of the hour now to leverage the reach of all within a single reel to boost virality and generate a larger viewership. Engaging with the same influencers that have worked for the brand from time to time helps create a strong community with them and their audiences.Building micro-influencers from the get go -With budding and boot strapped brands affordability becomes a key challenging factor however this can be mitigated through working with micro- influencers which grow with your brands profile. Collaborating with budding influencers fosters mutual growth for brands as well as creators within the space thereby giving both something to benefit from. By leveraging influencers to amplify brand messaging is a powerful strategy we recommend for brands looking to connect with consumers in a meaningful way. By prioritizing authenticity, choosing the right influencers, and diversifying partnerships, brands can effectively leverage influencers to reach new audiences, drive engagement, and ultimately, boost brand awareness and loyalty.