B2B Branding: Building a Lasting Identity

Ready to dive into the world of B2B branding? Buckle up as we unveil strategies that bring your brand to life – from core identity to content creators

August 28, 2023
Margot Daugieras

In the vibrant world of B2B branding, standing out amidst the digital cacophony requires more than just a logo; it demands a well-crafted and authentic brand identity that resonates with your target audience.

Defining Your B2B Brand Identity

Decoding Your Brand's Values and Mission

Think of your brand's core values and mission as the foundation of a skyscraper. These pillars guide your every move and decision. Take a cue from Salesforce – their "1-1-1 model" integrates giving back to the community as a core value. This commitment shapes their identity, influencing everything from their products to their partnerships.

Your core values and mission should be more than just words; they should reflect in every interaction your brand has. A commitment to sustainable practices, for instance, can translate into eco-friendly packaging and initiatives. Your brand identity isn't just what you say; it's what you do.

Forge a Standout Brand Identity

Crafting your brand identity is akin to designing a work of art. Visual elements like colors, logos, and typography play a significant role in this symphony. Think about Coca-Cola – their iconic red hue and cursive font are instantly recognizable. Your brand's visual identity should evoke emotions and tell a story. The juxtaposition of luxury and simplicity in Apple's design, for instance, communicates innovation and elegance.

Beyond visuals, your tone and voice matter. Are you formal and professional or quirky and friendly? Mailchimp's voice, with its humor and approachability, sets it apart in the tech space. When your brand personality aligns with your audience's preferences, it creates a connection that's hard to break.

The Art of Consistent B2B Brand Experience

Once you've set the stage, it's time to deliver a seamless brand experience across all touchpoints.

Consistent Branding Across Channels

Imagine your brand as a friendly guide leading customers through a magical journey. Every interaction should feel like they're walking through the same enchanted forest. Whether it's your website, social media, or customer support, consistency is key. IBM achieves this by using the same blue color throughout its branding, creating a unified experience.

Each touchpoint should echo your brand's core values and mission. Your website's "About Us" page can highlight your commitment to community involvement, while your social media posts can showcase your innovation. When your customers see these facets align, it builds trust and familiarity.

Crafting Brand-Focused Content

Content is the heart of B2B branding. It's how you communicate your values, showcase your expertise, and engage your audience. But it's not just about producing content; it's about ensuring it resonates with your brand image. HubSpot, for instance, creates educational content with a friendly tone, aligning perfectly with their inbound marketing philosophy.

Your content should tell a story that reinforces your brand's identity. Whether it's a blog post, a video tutorial, or a podcast, make sure the messaging, visuals, and tone all reflect who you are as a brand.

Content Creators Amplifying Brand

Content creators aren't just influencers; they're partners in your branding journey. They're the voices that amplify your message and extend your reach.

This is where Favikon takes the spotlight. With this tool, you can identify content creators whose style and values align with yours. If your brand is all about innovation, collaborating with a tech-savvy creator can enhance your image. These creators become advocates who mirror your brand identity in their content, creating a consistent and amplified voice.

Employee Brand Advocacy: A Powerful Asset

Your employees aren't just the gears of your company; they're potential brand advocates who can add a human touch to your B2B branding.

Empowering Employees as Brand Ambassadors

LinkedIn isn't just a resume platform; it's a stage for personal branding. Encourage your employees to become brand ambassadors by sharing their industry insights, achievements, and knowledge. Microsoft does this effectively – their employees frequently share thought leadership pieces on the platform, solidifying Microsoft's position as an industry leader.

Bringing Authenticity via Employees

Authenticity is the secret sauce of branding. Employee-generated content, where your team members share their experiences and perspectives, adds a layer of authenticity to your brand. Cisco's "Life at Cisco" campaign showcases employee stories that reflect the company's values and culture. This humanizes the brand and builds a connection with the audience.

In the world of B2B branding, your brand identity is your North Star. It guides your decisions, influences your interactions, and resonates with your audience. By crafting a unique identity, ensuring consistency, and leveraging your team and content creators, you'll not only stand out but also create a lasting impression in the minds of your audience.

About the author

Margot Daugieras

Passionate about social networks and digital illustration, please welcome our Head of Marketing! She has traveled around the world, but her ultimate dream is to settle in Montreal 🇨🇦 As a dance🕺 and animal lover you can follow her cat's adventures on TikTok 🐱 (whom we suspect she idolises a bit too much 🤫) #MultiSkilled #CatLover