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. The central task of brand design is to appropriately present the character of the brand in accordance with its positioning, vision, and brand essence. Brand design determines the visual identity of the B2B brand and plays a key role in whether and how the target audience 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 essence, and brand values are the keywords. The aim is to sustainably occupy an open, available position in the market and to consistently establish and expand this position for the brand.
Phase 3: Brand creation
Phase 3, brand creation, lays the groundwork for making the B2B brand come alive. Brand creation gives the brand a soul and defines the forms of the brand experience. This makes the brand authentic and its 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 branding 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 activities, 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
Brand design is the process of creating a brand’s unique, consistent visual identity that effectively communicates its personality, values, and promise. Brand design encompasses all visual elements that make up the way the brand looks. As a B2B branding agency, our goal is to develop a brand design that builds a strong emotional connection to the brand among employees and customers and clearly differentiates the B2B brand from competitors. Brand creation is based on analysis and strategy. But what are the individual aspects of brand design?
1. Logo design
The logo is the heart of the brand design. Whether classic or modern, reminiscent of manufacturing or high technology, it must evoke the right associations and be memorable, yet be timeless and flexible enough to function across a wide range of media, formats, and platforms. In addition to aesthetics, there is always function. In any case, it is essential that the logo reflects the personality of the brand and clearly communicates its message.
2. Typography and colors
Type subtly conveys messages. This is why it is important in both the digital world and print to use suitable fonts and font styles for brand communication that emphasize the identity and values of the B2B brand. Consistent, appropriate, and clear typography is an expression of professionalism and respect for the reader or viewer.
The color palette that matches the brand conveys certain moods or emotions. Colors are an essential part of identity. For B2B brands in international markets, the different cultures and meanings of colors must always be reflected. Not all color messages are the same. It is important to choose colors carefully so that they reflect the brand personality in all markets and to all target audiences.
3. Design grid
The design grid defines the recurring structure of layouts in brand design. The design grid reflects the ideal principle of aesthetic proportioning. It is a further element in creating a consistent look at all touchpoints. And for us in our work as a branding agency today, the design grid goes far beyond printed communication. It must also be flexibly applicable in digital media, product and packaging design, applications, spaces and architecture, and three-dimensional worlds.
4. Imagery, visual elements, key visuals
The visual language is the way in which images, illustrations, graphics, icons, animations, and much more are used in brand communication. The visual language is the strongest element that conveys the brand message and appeals emotionally. Why? Images differentiate. Images can tell entire stories at a glance. With images, we open the way to the soul and spirit. If the image and the overall design are pleasant, viewers are more likely to engage with the text and remember the content more easily. This is why an authentic image is the essential path to positive perception and sustainable brand building. It is no coincidence that the semiotician Roland Barthes said, “The image is irrevocable, it always has the last word”.
Key visuals as images or moving images are a special part of the visual language. They encapsulate identity, message, performance, and promise. Key visuals are derived from the brand positioning and the brand design system.
5. Design guidelines
Brand design guides describe the visual elements of the brand in detail and define their correct use. Design guidelines serve as a guide for all employees and external partners to ensure a uniform and consistent brand design.
6. Conversion and implementation
After freestyle comes duty. The brand design must be consistently implemented across all communications and touchpoints of the B2B brand. This includes the website, marketing collateral, social media presence, product design, and more. Adherence to the design guidelines is critical to ensuring a consistent brand identity and lasting brand recognition.
7. Continuous monitoring and further development
Brand design is of course not static. It must evolve and adapt to the changing needs of the target audience. Regular reviews and feedback from your customers are valuable sources for continuously improving and optimizing your brand design.
With strategic brand design to global B2B brand success
Successfully translating brand strategy into B2B brand design is critical for triumphing in international markets. This translation enables the brand to be instantly categorized — whether provocatively or subtly in a B2B context — and creates a clear differentiation from the competition. As a branding agency, we believe B2B brand design is about much more than just outward appearance. Brand design 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 effectually drives 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 and consistent brand design to be convincing in international markets.
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