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The weight ♎ that tech companies give to branding and design is inconsistent, to say the least.
At one end of the spectrum you have the Apples of the world. At the other, you have countless startups that only start to consider these things a few months before going public, if at all.
Especially in B2B tech, companies can view branding and design as nice-to-haves. Curiously, this extends to B2B PR, with the notion that these disciplines are the preserve of creative types somewhere else in the marcomms funnel.
The general assumption is that business and tech people are not ‘consumers,’ and so can do without all the packaging.
‘Branding and design’ then translates to a logo. It may not tell a story or reflect the company’s business model or values, but B2B audiences won’t mind, will they?
We shouldn’t need to point out that B2B audiences are made up of the same people that ‘consumer’ brands invest billions of dollars in every year trying to reach. Their sensibilities don’t switch off when in ‘work’ mode.
Good branding and design are never ornamental. In both cases, their role is to make an entity easily understandable, which should be a priority for any business leader.
Whatever area you operate in, brand and business strategy should go hand-in-hand. It’s a symbiotic relationship that evolves over time. The way you present yourself visually is how people will perceive you. Appearance and consistency matter, not for their own sake, but as a way of accurately conveying who you are and what you do.
We treat branding and design as a natural part of brand storytelling. It is a central part of our brand storytelling workshop.