BRAND DESIGN
A well-recognizable brand design and consistent brand building bring a B2B brand to position number one in the customer’s mind. Achieving this is our goal as a branding agency.
BRAND DESIGN.
Building a brand. Be first in the customer’s mind.
“Show me who you are and what you have!” could be the credo of brand design. This is because it has the central task of adequately portraying the brand character analogous to positioning, vision and brand core. The brand design determines the visual identity of the B2B brand and decides decisively whether and how the target group perceives the brand.
“Design is the silent ambassador of your brand.” Paul Rand
Brand design and strategic brand management
Brand building and positioning are essential for successful brand management. The core statement “Better first than better!” is at the heart of brand building and has proven itself time and again in branding. The challenge is to be first in the customer’s mind, because this gives the brand an invaluable advantage. Emotional advertising alone does not make an emotional brand. This is our view as a branding agency from around 20 years of brand work and brand development in the B2B sector. A clear brand design based on a clear brand strategy and positioning strategy lays the foundation for sustainable advertising and building a strong B2B brand.
Brand design has certain characteristics and constants that provide a unified and consistent brand identity. These include the logo, color palette, typography, imagery and other visual elements for print, online, animation and three-dimensional space, which together create a unique visual language. A successful brand design creates a strong emotional connection to the brand, increases brand awareness, and helps differentiate the brand from competitors.
Strategic branding process: the path to success
For us as a B2B branding agency, the strategic branding process is a holistic approach that successfully contributes to B2B brand building and sustainable brand management.
Phase 1: Brand analysis
Phase 1 focuses on brand analysis. It provides the basics, draws a picture of the brand environment and shows the current brand performance. The results of the analysis provide forward-looking starting points for brand optimization and future brand development.
Phase 2: Brand strategy
Phase 2 is devoted to brand strategy. Here, the initial focus is on divergence (differentiation) or evolution (further development). The brand strategy focuses and divides the market in favor of the company’s own brand. Brand positioning, brand core and brand values are the keywords. The aim is to sustainably occupy a free market position and to consistently establish and expand this position for the brand.
Phase 3: Brand creation
In phase 3, brand creation, the foundations are laid for the sensual appearance of the B2B brand. This gives the brand a soul and defines the forms of the brand experience. In this way, the brand becomes authentic and the perceived quality becomes the key to brand success and market success.
Phase 4: Sustainable brand building
Phase 4 focuses on sustainable brand building. With patience, the B2B brand conquers the market by consistently focusing on the right brand and positioning strategy and reaching people’s minds as well as their hearts. In combination with ongoing brand controlling, brand understanding and brand behavior grow. This knowledge is incorporated into ongoing measures, thus ensuring a lasting increase in brand value and brand performance.
Strategic branding process:
1. brand analysis
2. brand strategy
3. brand creation
4. sustainable brand development
Develop brand design for B2B brands step by step
For us as a B2B branding agency, the strategic branding process is a holistic approach that successfully contributes to B2B brand building and sustainable brand management.
Phase 1: Brand analysis
Phase 1 focuses on brand analysis. It provides the basics, draws a picture of the brand environment and shows the current brand performance. The results of the analysis provide forward-looking starting points for brand optimization and future brand development.
Phase 2: Brand strategy
Phase 2 is devoted to brand strategy. Here, the initial focus is on divergence (differentiation) or evolution (further development). The brand strategy focuses and divides the market in favor of the company’s own brand. Brand positioning, brand core and brand values are the keywords. The aim is to sustainably occupy a free market position and to consistently establish and expand this position for the brand.
Phase 3: Brand creation
In phase 3, brand creation, the foundations are laid for the sensual appearance of the B2B brand. This gives the brand a soul and defines the forms of the brand experience. In this way, the brand becomes authentic and the perceived quality becomes the key to brand success and market success.
Phase 4: Sustainable brand building
Phase 4 focuses on sustainable brand building. With patience, the B2B brand conquers the market by consistently focusing on the right brand and positioning strategy and reaching people’s minds as well as their hearts. In combination with ongoing brand controlling, brand understanding and brand behavior grow. This knowledge is incorporated into ongoing measures, thus ensuring a lasting increase in brand value and brand performance.
With Strategic Brand Design to Global B2B Brand Success
Successful translation of brand strategy into B2B brand design is critical to triumph in international markets. This translation enables immediate classification of the brand – whether provocative or subtle in a B2B context – and creates a clear distinction from the competition. Here, as a branding agency, B2B brand design is about much more than just the external appearance. Rather, it influences the brand experience, functionality, first impression and emotional perception.
Thoughtful brand design evokes the right associations with the B2B brand even before specific details about services and products are known. In an extremely competitive business world that encompasses international markets, a successful brand design helps build customer loyalty to the B2B brand and drives successful sales of services and products.
Through the visual implementation of the brand personality, brand design becomes a key element that strengthens the competitiveness of a B2B company, regardless of its size or industry. For this reason, every B2B company should place particular emphasis on developing and maintaining an appealing as well as consistent brand design in order to convince in international markets.
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