B2B Brand Architecture for Larger Organizations

THE B2B BRAND ARCHITECTURE

B2B companies often require a structured brand architecture when the organization consists of multiple components. For example, the corporation will represent itself as a brand. It’s specific divisions, product or service categories sometimes function as sub-brands to the corporate brand. Additionally, unique product properties, attributes or processes can also be branded. Laddering down further, much like the way consumer brands use mascots, select individuals in the organization can also be positioned as brand ambassadors.

As the term implies, an inherent objective of the b2b “organization” is to be “organized.” A consistent brand architecture, from the corporate level, down to the individual, with uniform messaging and visual application, increases customer trust, while delivering a more favorable impression of the company as a whole. It’s an opportunity to show the world that you, quite literally, have your “s#!t together” from a brand standpoint.

A B2B BRAND ARCHITECTURE MAY CONSIST OF:

• The Corporate Brand
• Division Brands
• Product or Service Brands
• Product Properties or Service
• Processes
• Individuals (Brand Ambassadors)

EXAMPLE: O.BERK COMPANY

When we started working with O.Berk, this 100-year old packaging distributor had grown considerably through smart acquisitions.

However, brand continuity had not been applied to the organization, making it appear as a random collection of entities vs. the strategic thoughtful whole that those sum total of entities represented.

We used visual continuity and meaning to bring the components together in a unified whole so that they could be represented together, and apart, as marketing circumstances dictated. Further, we established a common process that all O.Berk divisions and companies followed called “OptiMatch” their own branded process for helping customers achieve the perfect package solution.

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About The Author

We specialize in b2b, supporting the clients who are the "The Brands Behind the Brands." These are the supply chain partners of brands, either in Tier 1 or Tier 2 positions, who drive value through the delivery of goods, services and technologies. We enjoy blogging about all things related to Branding, Marketing, Inbound, Tradeshows, etc... And we're always happy to talk about any ideas you may have that might Get You To Your NEXT!