Three considerations for building brand consistency in B2B
Posted: Sat Dec 14, 2024 10:54 am
f you thought talking about chemicals was always boring, think again. German manufacturer Dörken recently launched its website, and it’s a practical lesson in how to elevate a B2B brand.
On the homepage, visitors aren’t greeted by the stereotypical man in a lab coat (it’s always a man!) staring into a test tube. Instead, Dörken has chosen to surprise and italy number for whatsapp excite us with an imposing D (for Dörken) that’s filled with changing images of the pigments and membranes it makes.
Up close, the chemistry is beautiful. And so is the site. Its tagline, Discover Expertise, emphasizes one of the company’s core strengths. The design is bold, simple, and effective. Nothing on the homepage detracts from the brand’s message.
B2B brands typically aim to communicate three key elements to their customers: trust, expertise and reputation. Dörken evokes these with their slogan, their imagery and the trust of their design. They are successful because they have remembered a vital marketing lesson: when it comes to branding, absolutely everything must fit their message.
No matter how great your initial site design, logo, or imagery is, if you can’t control, reinforce, and express your brand consistently across all channels, you’re not doing it right. That’s why content management is such an important consideration when you’re developing your brand.
Content
Well-written content alone will never be enough. It must also be distributed efficiently. After all, if no one sees it, it doesn't matter how well-written it is.
On the homepage, visitors aren’t greeted by the stereotypical man in a lab coat (it’s always a man!) staring into a test tube. Instead, Dörken has chosen to surprise and italy number for whatsapp excite us with an imposing D (for Dörken) that’s filled with changing images of the pigments and membranes it makes.
Up close, the chemistry is beautiful. And so is the site. Its tagline, Discover Expertise, emphasizes one of the company’s core strengths. The design is bold, simple, and effective. Nothing on the homepage detracts from the brand’s message.
B2B brands typically aim to communicate three key elements to their customers: trust, expertise and reputation. Dörken evokes these with their slogan, their imagery and the trust of their design. They are successful because they have remembered a vital marketing lesson: when it comes to branding, absolutely everything must fit their message.
No matter how great your initial site design, logo, or imagery is, if you can’t control, reinforce, and express your brand consistently across all channels, you’re not doing it right. That’s why content management is such an important consideration when you’re developing your brand.
Content
Well-written content alone will never be enough. It must also be distributed efficiently. After all, if no one sees it, it doesn't matter how well-written it is.