Staging the B2B brand interactively.

Today, a wide range of interaction options with B2B and B2C target groups at digital touchpoints shape the brand experience. Users engage differently and more intensively with a company, a B2B brand, an offer. The dynamics and reach of the Internet and platforms open up immense opportunities, but require precise digital branding design to sustainably strengthen the identity, visibility and credibility of the B2B brand.

At first glance, people associate the term digital branding primarily with branding on the Internet, i.e. website, SEO (search engine optimization), SEA (search engine advertising), social networking and social media. However, the field extends further. Reaching and engaging an online community that reads, follows, interacts and recommends requires additional marketing in the form of blogs and web videos or the active design and use of social media platforms. Thinking further, advertising in games, in videos or in the metaverse are also forms of digital branding. For us at the B2B branding agency, it is particularly about making the most of the context in relation to the B2B brand and brand values.

At the same time, the global presence of B2B brands requires sophisticated digital branding that can adapt to different cultures and markets. Digital design must take into account local specifics while still maintaining a consistent brand identity. Digital branding goes beyond website design: graphical user interfaces, animations, virtual presentations and social media presences must be consistent yet adaptable. This requires a high degree of flexibility and agility in the digital design process.

The importance of digital branding

Digital branding is not just an aesthetic necessity, but a strategic tool for B2B brand building and customer loyalty. A well thought-out design of the digital presence strengthens credibility, promotes brand value and enables consistent communication across different channels. In today’s digital age, where first impressions are very often made online, digital branding helps to make the brand visible and appealing to international markets.

Digital branding is the virtual business card of a brand that remains visible and unforgettable in the vastness of the internet.

Digital design basics

Well thought out
Digital design must do more than just look good. It needs a clear idea of what task it should fulfill. It’s about possible problems that potential users have. It’s about which applications they normally interact with and which functions put them off. User tests in particular can be helpful here in the development phase.

Easy to read
There are no physical boundaries in digital design. Many things can be moved, enlarged and reduced in size. Digital design must take into account the variety of screen sizes. And it must follow the basic design principles, the hierarchy of information and the balanced use of white space, so that the user can grasp the content. Digital designs are used more than they are read passively. User-friendliness therefore requires real usability.

Truly interactive
Users generally engage more actively with digital designs than with analog media. This is because digital design invites interaction and requires participation. Users click, scroll, enter data, communicate, like and rate. Accordingly, digital design must be well optimized and invite to interact.

Digital design is never finished. As soon as it goes live, the constant testing, maintenance and ongoing technical adjustments begin. But also in terms of design, because ongoing analysis makes user behavior visible. Points at which the user hesitates or drops out must be improved again and again.

Interactive customer touchpoints

Digital branding defines the quality of digital interactions between B2B companies and their target groups. By analyzing the customer journey along digital touchpoints, processes can be optimized and personalized brand experiences can be created. From the first sighting to the offer, from the purchase decision to customer retention – digital design must authentically represent the brand at every stage of customer contact and ensure a positive user experience.

Digital signage

Electronic posters, digital signage or multimedia screens indoors and outdoors, filled with digital or interactive content, belong to the field of digital signage – also a form of digital design. Content is moving, multimedia or interactive. It is about company presentation, visitor communication, information and entertainment. But it is also about electronic wayfinding. Or about activating target groups at the point of sale (PoS) and point of interest (PoI). Trade fairs are another field of application for digital signage. But it also includes advertising with moving images at train stations and airports and comparable locations.

In terms of consistent brand management, digital signage also needs a framework that is based on the basic constants of corporate design, visual language and tonality, while at the same time meeting the requirements of this form of communication. In short: digital branding provides the framework for the creative freedom of content and messages.

From our point of view as brand consultants, digital signage is an important segment because digital content is becoming increasingly easy to create and manage. And because digitally prepared content can be changed more quickly and played out on a second-by-second basis. In addition, the viewer can influence the content and the course of communication through gesture control, if this option is offered. In times of digitalization and individualization of communication, digital signage is an important area of application, which we as a digital branding agency naturally also provide.

UX/UI and HMI design in focus

UX/UI and HMI design are not just buzzwords, but the cornerstones of successful digital branding. The seamless interaction of design and user experience at digital interfaces decisively determines how the user perceives and interacts with the brand. The coherent combination of user interfaces (UI) with first-class user experience (UX) and the design of human-machine interfaces (HMI) play a central role in this. Intuitive navigation, aesthetic elements, and a smooth user experience are essential to delivering on the brand promise in digital spaces. Especially in an international environment, design and functions must take cultural preferences into account and appeal to users on a global scale.

Necessity of guidelines

Digital design also requires clear guidelines to ensure brand consistency and effectiveness. These guidelines define not only visual elements, but also interaction standards, usability, and the application of UX/UI principles. They are the backbone for coherent and engaging digital branding that has a consistent impact across national borders and reinforces brand identity.

In the era of digitalization, digital branding is not just a trend, but a necessity for successful brand management in international B2B markets. It enables targeted interaction that enhances brand value and enriches the brand experience. Digital design and clear guidelines are the building blocks that support B2B companies in staging their brands interactively and convincingly.

Digital branding and performance

Another topic in connection with digital branding is performance. With a view to the homepage, landing pages and microsites as well as online marketing and social media, it is important to analyze and continuously improve the performance of the pages using suitable tools. Customer acquisition and retention are often the focus here for digital branding agency tasks.

Search Engine Optimization (SEO) plays an important role. Which keywords are relevant in the brand environment? What is being searched for? Which words do competitors use differentiated by desktop, mobile and tablet? Analysis and tracking tools are another aspect. How many users visit the site, where do they come from and which page do they go to? The understanding of the user and their needs in comparison to the content provided grows and you learn which areas of a page need to be optimized. It is also worthwhile to rely on such analyses in e-mail marketing in order to learn more about the response and click behavior and to be able to align the content ever better with the needs of the target groups.

Clipping analyses are common. Tracking opinions about one’s own company and the products in the company should also be a matter of course. By listening to the web as well as social networks and media, one learns about conversations about one’s brand, products or keywords that are related. Questions, complaints, compliments and recommendations become visible.

Analytics and tracking tools help manage reputation online. The special connection between content, SEO and opinion about the brand becomes visible and can be used to increase performance.


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