B2B Brand Differentiation

Brand Behavior: Does Your Company Walk the Walk?

What is brand behavior? Simply put, brand behavior is how your brand interacts and reacts with real customers in the real marketplace. While your positioning statement may say one thing about your values and strengths, truly demonstrating them is another matter.
A missed opportunity
Picture this. You’re sitting at your desk flipping through a…

Fonts Matter

Dear Google, Apple, Adobe and Microsoft,
You may not know me, but I was created with great care and purpose. Every image, hue and letter. I am special. I have meaning.

I live in hearts and minds, in words and actions, in websites and ad campaigns and brochures. But frequently, I live in Word and…

The 10 Essential Components Of a Successful Technology Brand Strategy

Technology has been a business game-changer at every level — revolutionizing customer experience, enabling groundbreaking innovations, and accelerating the speed of business. Technology giants are expanding their reach while companies with decidedly non-tech histories like Maersk and even McDonald’s have reinvented themselves to excel in the digital era.

B2B tech companies need to…

What Are Seven Principles for M&A Branding Success?

From a business perspective, few things are as critical to get right as a major merger or acquisition — and few things are as challenging.

On the long list of considerations during M&A activity, merger branding is one of the most crucial. Not getting the brand right is a key reason that, according to…

Conducting a Visual Brand Audit

A comprehensive brand audit — an analysis of the current state of a brand and its position in the marketplace — is the foundation of any new brand or rebranding initiative. By determining the strengths and weaknesses of a brand in relation to its market and competitors, the audit helps navigate a clear path to a differentiated…

Envisioning Your Brand: Unlocking the Power of Visual Cues

The ironic thing about your brand’s image is that you can’t actually see it. Image as it relates to your brand is a metaphor, an idea meant to conjure up the assured sense of truth that comes with witnessing something concrete (and hopefully positive) with your own eyes. Your customers can’t see loyalty, trust, or any other quality, but an effective brand strategy can help them make the connection. First though, you’ll need to learn to see these qualities yourself.

Color Series: Optimistic Orange

Frank Sinatra is quoted as saying, “Orange is the happiest color.” And he isn’t alone in thinking that, as brands often choose to incorporate orange into their logos as a way of infusing a sense of fun, cheeriness, warm exuberance, and approachability.

Indeed, it is energetic and positive, uplifting and cheerful. The color orange…

The Great Divide: Brand Architecture vs. Information Architecture

In today’s digitally-driven B2B marketing environment — one which offers buyers easy access to access to an array of information and a plethora of opinions — companies no longer control exactly where or when customers or prospects encounter their brand. And with 68 percent of B2B buyers preferring to conduct independent research online, it’s…

Focus on Brand Purpose Not Process

Before institutional investors turn over millions — and sometimes billions — of dollars to an asset manager, they want to know how their money is going to be invested. It’s not a question of which equities or bonds or alternatives the manager prefers. That’s easy enough to determine by looking at their current portfolios. What…

Cutting Through the Sea of Sameness: Creating a Stand-Out Law Firm Brand

For decades, law firms went to market with stale messages that did little to create compelling impressions in the minds of their audiences, let alone lasting ones. To a large extent, they got away with it — relying on the strength of their bench, their personal relationships, and the knowledge that big companies had big budgets…

Aligning Brand and Culture: Where Should a Company Begin?

It’s the classic chicken or egg question — which element comes first when aligning brand and culture? Leadership teams often ask us this question during transformation initiatives. While there is no one-size-fits-all answer, there are three critical questions that any leadership team must answer to understand how to begin optimizing the relationship…

B2B Taglines: The Hardest Working Words in Branding

A thoughtfully developed tagline can be a concise expression of a brand, an effective way to quickly communicate its unique value proposition. Too often, though, B2B taglines are formulaic and predictable.

Case in point: Shopify created an online tool called the “Free Slogan Maker.” It asks you to “simply enter a term that describes your…

Color Series: Modern White

A clean slate, a fresh sheet of paper, a bride in a white gown: white can indicate the start of something new. Culturally, the meanings of the color white can be vast: often, it symbolizes purity and innocence because it is so easily dirtied, like white snow or even white socks. For top brands white…

Archetype Series #3: The Ruler, the Caregiver and the Creator

In the second post of our archetype series, we looked at how a brand team can successfully identify which archetype their brand is and why. Once they’ve aligned around the role the brand plays in its customers’ lives, that information will serve as a guide as they develop brand strategy and express it through…

Color Series: Lean, Mean and Green

Green: it signifies American cash, it refers to being ecologically conscious, and green means go. It is a natural color, of grass and forests, but can also be quite unnatural, the bright shade of space martians.

The American Dollar has been green ever since the first one-dollar billed debuted as a Legal Tender Note…

Embracing Your Audience for Award-Winning Branding Results 

At heart, a lot of brand marketing is about recognizing patterns. Strategists note the associations clients have with brands, and we see correlations between behaviors and outcomes.

So when four DeSantis Breindel brands were honored at the annual Transform Awards, we weren’t content to rest on our laurels. Instead, we wanted to know what…

Merging Equal B2B Brands: Birth Name, Married Name, or New Name?

It’s a common question for newlyweds. Do they each keep their birth names, opt to use one name, or hyphenate? When B2B brands marry, however, the name game gets really tricky.
It’s even more acute when the merging enterprises occupy the same business segment and are merging equals. Sometimes it’s relatively simple…