Designing B2B Brands

“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK)

Get tactical insight from the top business-to-business branding experts—and gain a global presence

This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.

This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services.

• Features essential up-to-date strategies for keeping your brand fresh and enduring
• Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more
• Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands
• Incorporates best practices for emerging markets

With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.

Section 1 Defining it

Brand overview

What is branding? 2

What is brand identity? 6

B2C versus B2B branding 10

The "brandscape" 14

Brand strategy 16

Brand architecture 20

Brand purpose 24

Brand positioning 26

Brand experience 30

Brand engagement 34

Brand measurement 38

Section 2 Building it

Brand elements

Name 44

Tagline 48

Tone of voice 52

Logo 56

Color 60

Typography 64

Imagery 68

Composition 72

Iconography 76

Information graphics 80

Sound 84

Section 3 Using it

Brand applications

Business materials 90

Presentations 94

Brochureware 98

Magazines and newspapers 102

Reviews and reports 106

Proposals 110

Packaging 114

One-time materials 118

Advertising 122

Sponsorships 128

Electronic communications 132

Websites 136

Mobile apps 140

Social media 146

Audiovisuals 150

Office environments 154

Events and exhibitions 164

Merchandise 168

Section 4 Defending it

From alliance to compliance

Brand asset management 174

Brand compliance 178

Brand champions 182

Designers and networks 186

Rollout strategies 190

Workshops and education 194

Evolving the system 200

Image Credits 204

About the authors 206

Index 209

CARLOS MARTINEZ ONAINDIA is Senior Manager, Global Brand, and BRIAN RESNICK is Associate Director, Global Brand, both at Deloitte Touche Tohmatsu Limited. They provide strategic and creative counsel around brand identity, which is active in more than 150 countries.

A comprehensive guide to creating and implementing a global brand platform using the lessons—and secrets—of the world's largest professional services organization

As branding becomes ever more central to business success, more professionals than ever before play a role in shaping a company's brand and are counted on to have a strong understanding of how to deliver consistent results of very high quality. This comprehensive manual lays out the steps needed to create an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.

Designing B2B Brands illustrates all the components of an integrated brand identity system, and how it can be crafted and implemented for optimal effect. Here, theory is replaced by practice: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services. This powerful guide:

• Features essential up-to-date strategies for keeping your brand fresh and enduring
• Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more
• Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands
• Incorporates best practices for emerging markets

With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.

You don't need to be an agency professional to appreciate the key insight of Designing B2B Brands: that brand excellence is best achieved through the creative connection of business goals, culture, and people.
SIR MARTIN SORRELL, CEO, WPP group

For the first time in the history of business books, an elite global professional services firm actually shows, touch point by touch point, channel by channel, what it takes to be a brand leader. In a world filled with B2C branding, finally, a book about B2B. Kudos. We needed it.
ALINA WHEELER, AUTHOR, DESIGNING BRAND IDENTITY