Even in the business to business sector. Brand identity is of fundamental importance and all the graphic elements that contribute to presenting the company and its offer to the target customer also create it. Making mistakes on the visual side could cause numerous problems of brand perception by the b2b buyer . Generating confusion and irreparably moving away from the pre-established marketing objectives.
An effective brand identity should always be consistent with the company values and functional with respect to the message to be conveyed and this is where visual uniformity plays a key role. In fact. Every communication support should be aligned with the brand identity . With the company vision and with the objectives to be achieved: from packaging to product brochures. From technical documentation to the company website . From the catalog to social profiles . From price lists to landing pages dedicated to the launch of new products.
As mentioned. Informational content is essential in b2b marketing. Both those conveyed in digital format and those linked to more traditional media. The website. For example. Is now the first business card for the authority of a b2b company and can also generate leads through the strategic tools connected to it. Such as a blog or a company newsletter. But even technical insights downloadable online (pdfs. Info products. Presentations. Etc.) become important strategies to intercept the public’s interest and are inextricably linked to the wide range of offline media. Such as brochures or catalogs.
It is clear that each single element of the brand identity should be immediately recognizable and homogeneous. In full compliance with the communication canons of the brand and the characteristics of a company that addresses a b2b audience.