Designing B2B Brands | Chapter summaries


Designing B2B Brands | Chapter summaries

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Chapter Summaries by Heather Hancock. Global Managing Partner, Brand, Deloitte Touche Tohmatsu Limited

Designing B2B Brands: Lessons from Deloitte and 195,000 brand managers

Business can only fully realise the power of its brand when it has a clear and relevant system for aligning purpose, actions, and results. The infiltration of consumerist behavior into B2B relationships demands that we up our game in leveraging our brand value.

Deloitte is an advisory business whose brand relies on the daily actions of nearly 200,000 people in more than 150 countries being connected and reflecting the same core commitments. We begin with a unifying ideal, a clear sense of the impact we wish to achieve. We connect our people and our brand in myriad ways, always informed by a deep understanding of the marketplace and our clients’ needs. And we take the long view, remaining committed to the task at hand whilst building value for clients and our own firm long into the future. It delivers us client and personal growth, risk insulation, and trust.

I hope you find this book a useful guide as you shape and strengthen your own brand to accelerate meeting your business ambitions.

Brand overview

What is branding, and why is it more important than ever? Before a global business-to-business brand can be built, its true meaning, reach, and value must be fully understood.

This section includes: What is branding?, What is brand identity?, B2C versus B2B branding, The “brandscape”, Brand strategy, Brand architecture, Brand purpose, Brand positioning, Brand experience, Brand engagement, and Brand measurement.

Designing B2B Brands

Brand elements

The core components of a corporate identity will shape every single piece of communication, guaranteeing clarity and consistency. The strength and compatibility of these design elements is directly correlated to the impact of the brand.

This section includes: Name, Tagline, Tone of voice, Logo, Color, Typography, Imagery, Composition, Iconography, Information graphics, and Sound.

Brand applications

Successful global systems are flexible, allowing for extensions of all brand elements while retaining consistency. Understanding and planning for every channel and vehicle of connectivity is critical.

This section includes: Business materials, Presentations, Brochureware, Magazines and newspapers, Reviews and reports, Proposals, Packaging, One time materials, Advertising, Sponsorships, Electronic communications, Websites, Mobile apps, Social media, Audiovisuals, Office environments, Events and exhibitions, and Merchandise.

From alliance to compliance

No matter how strong the system, its effectiveness is ultimately determined by the active management of a centralized team, in concert with a globally shared desire to foster the brand.

This section includes: Brand asset management, Brand compliance, Brand champions, Designers and networks, Rollout strategies, Workshops and education, and Evolving the system.

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