The Value of Visual Branding for B2B

Technology Assessment International

THE VALUE OF VISUAL
BRANDING FOR B2B
Why is it valuable?
How to achieve it

Growth Strategies New Markets New Product Development Process Market Research
Increasing Sales with Existing Resources American Subsidiary Plan


 The Value of Branding: Study Results
 What is a Brand? - Definition and Examples
 The Meaning of Color in Branding
 Visual Branding as a Communications Tool
 Maximizing the Value of your Brand through
Visual Branding



The Value of Branding:
Study Results


The Effects of Branding
 Brand name positively associated with perception
of quality and purchase rate (Brown and Dacin 1997, Day and Deutscher
1992, Dodds Monroe and Grewal 1991, Leclerc Schmitt and Dube 1994, Rao and Monroe 1989)

 Most strongly felt in “experience goods” (Wernerfelt 1988)
 Mitigates the impact of a negative trial
experience (Smith 1993)
 Stores more likely to carry a brand if it has an
image of high quality (Lal and Narasimhan 1996)



Brand Leadership Effect on Pricing
 Command higher prices (4 studies)
 Support for price increases (2 studies)
 Increase market share at the expense of smaller
brands (3 studies)
 Protection from price competition by smaller
brands (4 studies)
 Unique message advertising reduces effect of
future price competition (1 study)



A Midwestern insurance company used color to
highlight key information on their invoices. As a
result, they began receiving customer payments
14 days earlier.



What is a Brand?



A Brand is…
…a summary of identity and value

Visual elements convey….

…the brand at a glance


Brand Example: Coffee

Quick and affordable:

A great experience:



Brand Example: Household Goods

Inexpensive and functional:

Affordable but young and more stylish

The best at any price:



The Meaning of Color in Branding



60% + of the decision to buy a product is
based on color (Research results)



Color Impression is Cultural
Color: Association (various cultures): Examples:
Red Power, importance, danger, emergency, joy, “Seeing Red”, Red Power Tie, Red
celebration, anger, luck, welcome, Carpet
Orange Health, change, heat, energetic Autumn, Astronauts’ Tang
Yellow Hazard, cowardly, welcome, courage, Yellow-bellied, “Tie a Yellow
mourning, bright, cheerful, death, perky, Ribbon”, Road Signs
excitement
Green Balance, harmony, freshness, stability, Green Rooms, “Going Green”
military, nature, relaxing
Blue Importance, confidence, intelligence, unity, Police Uniforms, Power Suit, “Being
conservatism, loyalty, sadness Blue”
Purple Royalty, bravery, importance, dedication, Purple Heart, Royalty
warmth, wealth, sacred, sophistication
Black Authority, timeless, evil, slimming, Black Tie, Villain
submission, aloof, elegance
White Pure, clean, innocent Angels, Brides, Snow



Some Study Results
 Color increases brand recognition by up to
80% (study conducted by the University of Loyola-Maryland)
 Between 62% and 90% of first 90 seconds
assessment is based on color alone
 Blue favorite color for men and women (multiple
studies)

 Men prefer darker, brighter colors, women
prefer softer, cooler colors.



What Colors Say
Saturated colors: Energy

Shaded colors: low key, in the past, conservative



Color Impression is Contextual
Color: Engineering: Medical: Finance:
Red Hot, danger Danger, emergency Loss
Yellow Caution, warning Jaundice Important, substantial
Green Safe, environmental Infection Profit
Blue Water, cold, cool Death, poison Reliable, corporate
Cyan Steam Poison, lack of oxygen Cool, subdued

Implication:
Who are your audiences and what do they see?



The more sophisticated the purchase, the more sophisticated
the design and color palette
(more use of tinting and shading, elaborate fonts)

United Airlines - Full Service Ted Airlines - Budget Service
Many Elements Fewer Elements
Multiple Shades of Blue Few Shades of Blue



Primary colors: speed and simplicity in decision making



Complex Decisions: Sophisticated Color Schemes
(Consulting, Engineering and Construction)



Shaded/grey colors convey conservatism



White space conveys “high tech”



Visual Branding
is a Communications Tool
Who are your audiences?



Brand Transmission
Your
Directly
Company

Internally Outside
Audiences

Your Uncontrollably
Employees

Internal branding is essential to consistent external branding !


Audiences
 Customers and prospects (Engineers?)
 Customers purchasing (Women and Men?)
 Customers receiving department
 Academia
 Competitors
 Employees and potential employees
 Suppliers and potential suppliers
 Principals
 Visitors and general public
 Media
 Regulatory Agencies
 Billing
 Banks
 Investors, existing and potential

Including Finance Professionals, Operations, Publications, Engineers…


What Do Your Audiences See?
 Website  Employment Applications
 Business cards  Employee handbook
 Forms (web and paper)  Helpful charts employees use
 Letterhead/Envelopes  Packaging for shipping
 Emails  Product appearance
 Slides  Product labels
 Sales brochures  Test reports
 Folders  Product manuals
 Article reprints  Give away (Cloth bags)
 Posters  Expo Booth
 Logo  Technical/White Papers
 Lobby décor  Advertisement
 Office décor  Presentation Packets
 Job advertisements  Exterior Signage



The Strongest Brands Deliver
the Greatest Value

Visual branding applied…
 Consistently
 Universally
 Persistently
…communicates and strengthens brands.



Ready to Increase
the Value of your Brand?

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The Value of Visual Branding for B2B

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