B2B branding

As a branding agency, we focus on your brand. It is a valuable asset that needs to be nurtured and developed thoughtfully. Brand, branding, and brand identity are closely interrelated. As an industrial branding agency, our goal is to create strong brands for our clients that build long-term relationships and generate revenue for years to come.

Because it provides orientation.

In B2B markets, the technical view of products, services, and solutions dominates. Developers, product managers, buyers, and teams in the buying center are confronted with an ever-increasing amount of information on product features, technical data, specifications, and key performance indicators.

A high-profile industrial or technology brand creates the necessary emotional differentiation from the competition. It is the beacon to step out of the role of the “anonymous” supplier and build trust. As a branding agency, we work with you to ensure that the strong B2B brand functions as a signal, reduces the complexity of the offering, helps decision-makers with pre-selection and shortens the decision-making process.

The B2B brand is the basis for a customer relationship at eye level and a solution partnership between companies.

What is the difference between brand, branding and brand identity?

The perception of a company is heavily influenced by its brand.

Branding is a strategic process that encompasses all activities aimed at building and developing the brand.

Brand identity is formed by all brand elements, which collectively shape the brand image.

The congruence of brand identity and brand image is the hallmark of a strong industrial brand.

Developing clear positioning that precisely communicates a company’s strategy is one thing. Taking the abstraction out of this conceptual level and making it equally understandable for all stakeholders is another. Only if the B2B brand identity is communicated in an understandable way, and the key brand messages are integrated into the daily routines of employees and experienced by customers at all touchpoints, will the B2B brand become anchored in the thoughts, actions, and feelings of the stakeholders. If the brand identity (who we are and what we want) and the brand image (how we are perceived by others) are highly aligned, a positive self-dynamic will develop.

However, brand images in B2B markets are still far too often a product of chance. How the sales department acts often shapes the brand image. However, that has little to do with a strong brand identity, since identity is the prerequisite for individuality! And only this individuality — this uniqueness — sets a company apart from its competitors. Creating this uniqueness is what we working on with our industrial and technology clients in our branding agency.

The impact? First internal, then external.

In industrial and technology communication, the B2B brand serves as the unifying element that creates a consistent impression and influences purchasing decisions. Therefore, it is crucial to first communicate the brand identity and messages to employees and sales partners. They must be trained in leadership, communication, and behavior. The more closely a company’s employees adhere to the brand identity (internally), the more the brand image is shaped (externally). The value proposition aligns with the customer’s expectations of the brand. Trust grows, as do repeated purchases, the rate of recommendations, loyalty …. In short: A brand works from the inside outward.

What is the value of a brand and of branding?

B2B brands have a significant impact on a company’s success. Research confirms that this is also reflected in a company’s financial performance: Industrial companies experience on average up to 20% higher EBIT margins when they have strong B2B brands. The position of the technological leader is strengthened. Branding in industry and technology creates added value.

Who benefits from a strong B2B brand? Everyone.

A tangible brand identity, clear positioning, a crystal-clear brand strategy and a profiled B2B brand are important coordinates for strategic and operational decisions at all levels. They are the common thread for top management. They are the decision-making framework for research and development. They are the field of action for purchasing, sales, after sales, and services. They are the basis for human resources, investor relations, and marketing. The profiled B2B brand is like a lighthouse, providing security and confirmation to the customer for every new project and purchase decision.

The brand strategy drives the corporate strategy.
The brand is the face of the corporate strategy.
That is why the brand must be nurtured and cared for.


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