Innovation Branding Series Ep6: Three ways to build a strong B2B brand

Today we continue a new series done in collaboration with Youri Sawerschel, Branding Expert and Founder of Creative Supply. In our sixth episode on Brand Innovation, Youri will speak about “Three ways to build a strong B2B brand”.

Welcome back! My name is Youri and today we’re going to speak about 3 ways to build a strong B2B brand.

When people speak about branding, we often hear the same examples from consumer brands – Apple, Toyota or L’Oreal, and how good they are at branding.

But the truth is that these examples are not that relevant if you are selling industrial machines, IT services or medical equipments, for example.

So how do you go about excellent B2B branding?

Here are 3 things I’d like to share with you today, that help  to build a strong brand:

1. purpose
2. messaging and
3. design

Purpose first.

Most B2B communication is fact-driven. The problem is that it doesn’t inspire people nor it is memorable.

A B2B business need a purpose that goes beyond selling product or making money. -It needs something that is “bigger than itself ”, as a purpose.

For example, Industrial robot makers company Kuka talk about “making automation intelligent”.
Or e-newsletter software provider Mailchimp aim to “help small businesses look pro, and grow”.

These two examples show a purpose beyond the product.

When it comes to messaging, B2B buyers care a lot about product features. But they also care about the business edge they can gain with a solution, they care about the public opinion and also about their reputation within a firm. As the old saying goes: “no one ever got fired for hiring McKinsey”.

This means that brand messages are about client benefits and not just features. So don’t just speak about engine speed and modular machines, speak about time saved and reduced maintenance costs.

Stick to 3-4 key messages and your clients will soon do the PR for you.
When it comes to design we all recognise  “yellow Caterpillar”, “ABB red” or “Siemens turquoise”.

A consistent visual identity is a very fast and cost-efficient way to build trust by showing an established image.  It increases the perceived value of your product and services and this is particularly true for start ups. Be consistent in terms of colour, font, imagery but also layout principles and graphic elements.

So, in summary:
  • Define your purpose beyond products and services
  • Communicate clear messages that talk of benefits, not just features
  • Be serious and consistant about the design
If you master these three things together, you are on your way for a brand buster!

Youri Sawerschel, Founder of Creative Supply