Marketing often feels like a distant priority for many industrial companies—right up there with labeling those unmarked shelves in the back office. It’s easy to focus on more pressing issues like operations, productivity, sales, HR, and preparing for the AI revolution. When leaders finally do address marketing, the instinct is often to jump straight...Read More
Does Branding influence B2B Industrial Sales and Purchasing Decisions? Here’s the research. Branding in the industrial space is grossly misunderstood, and this ignorance is hindering small and medium companies in B2B sales. Here’s the research that shows how branding influences purchasing decisions in industrial and account-based sales. The results of these studies will give you...Read More
For many, fall is synonymous with football. For me, it’s the sound of Chris Collinsworth’s commentary, the roar of the crowd, and the thrill of victory. It’s a season filled with excitement and passion. As a die-hard football fan and a marketing specialist for B2B brands, I couldn’t help thinking about the similarities in brand...Read More
Color plays a vital role in the development of a brand identity. Color impacts your brand’s perceived personality, recognizability, memorability, and market position. Your brand can “own” a color, and while you’re not likely to trademark it like Tiffany’s PMS 1837 blue, or UPS PMS 4975 brown, the right color will make your brand memorable....Read More
Download the 7 LOGO LAWS Infographic Below! Why you need a Brand Identity Standards Guide. Your brand deserves careful protection, and your Brand Identity Standards Guide provides the roadmap for doing just that. To maintain a professional and consistent brand identity, you need the 7 Logo Laws. Don’t break them! These Logo Laws are...Read More
May is Golf Month! To celebrate, we’re looking at ways to help your Brand On Par. In branding, like perfecting a golf handicap, alignment and consistency are paramount. Achieving a great golf handicap is extremely challenging and requires dedication to practice. A great brand handicap means that you’re consistently scoring better than every other player...Read More
Disappointed customer expectations can be the downfall of a company. Keeping customers at the heart of everything we do vital to business success, yet it’s a constant battle in the midst of critical challenges our businesses face. We can try to set up metrics and KPIs to measure customer satisfaction, but while these efforts offer...Read More
Let's be candid: no one outside of your company thinks the announcement of your new logo is breaking news. Your logo is vitally important: it's the face of your business and the foundation of your brand's look and feel. But merely announcing, "We have a new logo!" wastes this opportunity to gain ground in the...Read More
