In the B2B industry, the target audience is typically more niche than it would be in B2C. I’m not saying logos are unimportant - strong visual and auditory branding elements can help your buyers recognize your company quickly and easily - but the intangible, emotive, narrative elements are what really give your brand a leg to stand on. The truth is, branding goes far beyond flashy logos. Plus, the industry, full of need-based products and services like manufacturing and medical technology, isn’t exactly glamorous - and figuring out how to build an impactful brand around these kinds of things can be tricky.Īs a result, many of today’s B2B brands are dolefully under-developed. Marketing strategies are guided primarily by things that are tangible, measurable and easy to understand. In the B2B industry especially, many marketers have forgotten about branding in an effort to become more data-driven. Although those aesthetic components are important, the anatomy of a successful brand goes much deeper. There’s a common misconception that branding is composed of only logos, fonts and colors. Whatever you thought of, it probably involved simple, easily-recognizable visuals. The sleek, minimalist designs that make up the Apple brand. Maybe you think of the bright, golden arches of McDonald’s. When you think of a brand, what do you think of?
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