Be reachable everywhere. Be able to communicate everywhere via smartphone, email, instant messaging, social media, and so on. Find every answer online. Network knowledge. And objects too. Be able to buy everything at any time, and pay for it immediately. At home, at work, on the go, on an airplane … a matter of course today, especially for the generations that cannot possibly imagine a life without smartphone and Internet. The history of the non-military network, the Hypertext Transfer Protocol (HTTP), and the World Wide Web is only about 30 years old. Only since around 2006 has Internet content increasingly been created by Internet users themselves. In 2016, annual IP traffic exceeded the mark of a zettabyte, which is one trillion gigabytes. There is no end in sight to this development … compared to the history of industry, we are at the beginning.
Information and communication technology in general, as well as the Internet, email, and mobile communication, are seriously changing life, including working life, where it is hard to escape the developments. Here are a few highlights of many that are important to us as a B2B branding agency:
Digitalization and digital communication have changed brand management. Companies, agencies, media partners … all of them have tried it out and gained experience. Well-known brand and marketing knowledge was labeled in melodious terms for digital communication and presented as an innovation or revolution. The knowledge of how marketing communication functions and works and how it can be measured in the digital space is available today. What makes a “good” website and successful B2C online campaigns is researched and tested.
B2B brand management in the complexity of the digital space and the diverse interactions with customers, employees, stakeholders, and other socially relevant target groups can be much more coherent and sustainable. And it can be done internationally! As a B2B agency with many years of branding expertise, we bring the “old” and the “new” worlds together. We interpret brands holistically — always with a view to brand goals, brand positioning, and strategy. Brand management, brand perception, and brand experience in the various communication channels play an important role.
Brand management in digital communication is more than a uniform appearance in print and online. Digital brand management is reflected in web and web applications, in the GUI (Graphic User Interface) of software and apps, in video branding, and in audio branding. Nevertheless, the basic constants of logo, typefaces, colors, design constants, imagery, and tonality must be found, and the digital requirements of readability and usability must be fulfilled. Digital branding turns the brand into a sustainable brand experience at customer touchpoints in the customer lifecycle, in presentations, but also in social networks and social media. Content marketing and SEO (Search Engine Optimization) are also digital brand management. Everything belongs together — for truly integrated brand communication. As a B2B branding agency, we know what we are talking about.
In addition to the aspect of digital brand management, “being found” is always a topic. Internationally. The Internet has already contributed greatly to internationalization and globalization, and will continue to do so. Brand management must focus on positive brand perception and authentic brand experiences. The principle “There is no second chance for a first impression” applies both online and in personal communication. And these must be seized, designed, and used in a business sense. Our B2B branding agency combines branding expertise with an understanding of technology, processes, and sales and distribution. This, too, must be designed in the sense of digital B2B brand management.