B2B brand strategy

Aiming to increase brand recognition among customers, Talk Internet approached us to develop a bespoke logo and B2B brand strategy.

Challenge

With more than half of all UK businesses using cloud computing – and adoption rates continuing to climb – we needed to help our client establish its brand identity and capture a larger share of the lucrative B2B cloud services market.

We found that the rising demand for cloud-based business solutions had created a highly competitive environment for providers of software as a service (SaaS) and infrastructure as a service (IaaS). Although Talk Internet offered a solid range of affordable B2B services, the company had little brand recognition among its target audience. The company also lacked a user-friendly digital presence to support sales teams or provide information to prospective customers. This caused companies to miss out on opportunities, despite the quality of customer service and product offering.

The B2B brand strategy brief asked that Talk Internet’s identity should convey energy, strength and reliability to differentiate it from other companies. The new brand strategy should also help our client communicate a focus on service excellence, so the design would have to be engaging and personable.

Solution

To increase brand recognition, we developed a range of logo concepts that while corporate and professional also retained a customer-friendly feel. The final logo design is clean and bold, helping establish a brand that B2B customers would recognise and identify with as a company they could trust.

The shades of blue and green we selected also provided Talk Internet with the flexibility to roll out their brand design across a wide range of media.

To extend this corporate yet customer-friendly feel online, we designed and developed a clean website with the same bold colour palette.

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We also paid careful attention to the website’s typography and how the data tables were styled to ensure that all product information was displayed in an uncluttered way.

As part of the overall B2B brand strategy, we also felt it was important to deliver a corporate identity that was engaging and visually appealing, but also supported by a website that helped push the company’s value propositions. As a result, we mixed photography with icon-based illustrations and strong typography in the hero banners to portray the company’s key product messages and calls to action.

We developed a B2B brand strategy that was effective, helped boost the company’s recognition and provided an online resource with content and promotions tools that were flexible and easy to maintain.

Our solutions helped Talk Internet increase market share, and we continued to implement the brand design into a variety of materials, including stationery and internal documents.