Branding for B2B


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Who controls your brand, what is it made of? more at

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  • Too big….
  • Doesn’t say ‘Cogent’ here and should do I think Starts to go into jargon – B2C and b2B Too many words compared with previous slides Too much to read – I would like a simple message that is split into more slides telling me how you do it and in particular more about the planning that you told me about on the previous slide – what form does that take, what do I need to do?
  • Branding for B2B

    1. 1. WHAT IS “BRAND”?
    2. 2. Brands are about a farmer owned his cattle so he branded them with a unique mark we , the consumers, own brands Our brands define us and we give and take away our loyalty OWNERSHIP 1700s Now
    3. 3. a logo an identity or a product or service Today a brand is much more than…
    4. 4. A Brand is A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANISATION But you can set the direction of your brand and control many influencing factors e.g. staff training and what people see - brand identity. So you are not in complete control of your brand Source Brand Gap
    5. 5. <ul><li>People have too many choices and too little time </li></ul><ul><li>Most offerings have similar quality and features </li></ul><ul><li>We tend to base our buying choices on trust </li></ul>Why is branding so Because brands help us IMPORTANT? choose
    6. 6. The art of marketing is the art of brand building If you are not a brand, Then price is everything and the low-cost producer is the only winner. Philip Kotler, Professor of International Marketing, Kellogg School of Management you are a commodity.
    7. 7. The Computer Superstore Never knowingly undersold on quality, on price, on service same product BUT different brand experience Brands need a unique central idea to differentiate themselves from their competitors These two stores sell the same product BUT their unique central idea delivers a different brand experience Expressed through Expressed through Environment Communications Behaviour Environment Communications Behaviour
    8. 8. What makes a Brand Identity?
    9. 9. Acronym Descriptive Alliteration & rhyme Evocative Made up words Founders' names Foreign word or adaption Geography Personification 1. Name
    10. 10. 2.Font and Colour
    11. 11. 3.Symbol
    12. 12. 4.Personality
    13. 13. 5.Attitude / Belief Never Knowingly Undersold
    14. 14. 6.Advertising / Graphic style
    15. 15. 7.Strapline
    16. 16. And even tone of voice… Simples!
    17. 17. There are three main types of Brand Structure
    18. 18. MONOLITHIC – The single business identity The group companies all share the brand personality associated with the corporate name Source Wolff Olins – The Design Council
    19. 19. ENDORSED – the multi business identity The top level identity “endorses” its other identities Source Wolff Olins – The Design Council
    20. 20. BRANDED – the brand based identity These brands are apparently unrelated to each other or to the top level brand Source Wolff Olins – The Design Council
    21. 21. Brand DIY
    22. 22. Ask your customers and staff to describe your brand in simple terms what is their gut feeling? Are their responses clear and consistent or confused and variable - compare staff to customers. You can also ask suppliers Ask what they would do to improve your brand How do they feel about your competitors – How do your brands compare - again their basic gut feeling (not an analysis) #1 Listen
    23. 23. #2 Look Look at your environment, communications and behaviour – do they align with your central idea? Carry out a visual audit. Bring all your communications, letters business cards, brochures and website together – do they tell one story ( what is it?) Look at your competitors – what are they doing better?
    24. 24. <ul><li>You now have a good idea of where your brand is right now </li></ul><ul><li>You can stay where you are or move to where you want to be </li></ul><ul><li>If so plan the resources you need to move forward – internal and external </li></ul>#3 Plan We can help you with 1,2 and 3 – for instance in a branding workshop You now have a good idea of where your brand is right now You can stay where you are or move to where you want to be If so plan the resources you need to move forward – internal and external #3 Plan
    25. 25. … and take you a lot further We specialise in creating B2B brand identities and marketing communications
    26. 26. Relationship driven Small, focused target market Multi-step buying process, longer sales cycle Brand identity created on personal relationship Educational and awareness building activities Rational buying decision based on business value We understand B2B
    27. 27. STRATEGIC THINKING Targeted, budgeted, scheduled Analytical Logical Linear Numerical Verbal CREATIVE THINKING Unique, inspiring, memorable Intuitive Emotional Spatial Visual Physical 1 2 3 4 1 2 3 4 We deliver effective creative solutions within a strategic framework Source Brand Gap
    28. 28. Cogent Design, Suite 30, 88-90 Hatton Garden, London EC1N 8PN Where could you take your brand ? If you would like to know more about our branding workshops or just have a chat to see if we are a good fit please call Chris Hellowell on 020 7269 9999 or email