I think it may depend on your product range. Is it all general office supplies or more specific things? Then you may need to think about how your audience is different. For example, I don`t know if your audience is buying bulk office chairs, or a single Specialized printer. The audience and buyer specifics will probably also shape your end design.
I`m thinking you need to look at how a Dell, or Alienware distinguishes themselves online in their respective markets. You`ll get an idea of product display setups better by looking at your competition, maybe not in your specific B2B department, but in other markets such as my Computer reference. Simplicity has always been the all-around favorite when it comes to design/functionality. Fewer clicks, AJAX picture displays, Smart and Easy search, Hard details and not fluff, clear navigation, etc.
Lastly, while branding is a great thing to have for the long run, I don`t think it will completely benefit your site to focus on that in the short run. For example, I would argue a business trying to compete in the online side of their market for the first time needs to worry more about functionality and marketing of the website than the brand design or `creativity`. Existing sites, as ugly they may be, will already have a strong presence online which your new site will be far behind in.
Functionality is important to make the most out of your visitors, and then marketing to get the visitors there in the first place. Unless you are okay with relying on your existing clients/marketing to sell via the website, I think you need to evaluate how your competitor catalogs do at bringing searchers to their sites. However this is a speculation without any real information on your individual business or market.
Small Business Website Management and Marketing