Branding has always been a key component of successful B2C companies, but for many B2B providers, branding is overlooked and underutilized. B2B providers will find significant benefits by making consistent, strategic, and deliberate brand decisions, improving how clients interact with you at every stage of the marketing funnel. A well-defined purpose with ownable beliefs and differentiators will give people a reason to believe in your brand over your competitors.
It’s easy to think of a brand as a product or service, but it isn’t. It’s a collection of experiences that customers and prospects have with your company. On most occasions, the first way that people experience your brand is visually, through your logo. And while logos are a crucial piece of branding, they are just one strand in a web of elements that make up the visual identity of a brand.
It’s critical to go through the proper process upfront to determine exactly who you are as a company, and how that translates into a brand with strategic positioning, a relevant visual identity, and an ownable copy style. Those are the three pillars of what makes for a successful brand. The problem that a lot of companies face is that branding and marketing are full of nuance and unique use cases, where subjectivity can dilute or skew a brand message in a way that doesn’t align with the original intent.
That’s why brand guidelines are the most critical tool to ensure that all of your branding and marketing touchpoints are telling a cohesive story. It’s the often-overlooked step that separates the good brands from the greats. We’re huge proponents of creating brands with intention, so we’ve compiled some data showing the importance of brand guidelines below. Be sure to reach out if you’re ready to dive into your brand!