Branding | How to Define a B2B Brand

Every organisation has a brand, whether it actively manages it or not, and a well-positioned and carefully communicated brand is potentially one of your best assets. This Knowledge Bank will help you understand how to develop, deliver and manage a winning brand proposition

Case Studies

CASE STUDY: Berwin Leighton Paisner

Berwin Leighton Paisner called on Design UK to refresh its website to raise its profile as a leading global law firm and the first place to go to find a lawyer.

CASE STUDY: Ai re-energises brand to drive web traffic and enquiries

Base One was briefed to create a new brand with energy and personality for the data specialist, following its creation through merger of Absolute Data Solutions, Intuistic and B2E.

CASE STUDY: Hypo Vorarlberg Leasing repositions to drive property lease applications

A new brand positioning was required for the Austrian finance brand for its launch into the Italian market.

CASE STUDY: Juniper Networks engages JUNOS users with microsite
J-Central features videocasts, presentations, application sharing and interactive Q&A sessions.

How to

How to monitor and manage your brand

It's a complex task to manage and monitor a brand, with tasks including handling agencies, overseeing internal communications; not to mention developing strategy and ensuring this is delivered.

How to run a brand scan

A brand scan gives you a picture of where your brand is right now, its status and its strengths and weaknesses. So how do you go about running one? This article provides practical steps for success.

How to define your brand

Defining a brand is arguably the most fundamental step in developing and delivering an effective and successful brand strategy. An effective brand is built on three primary pillars: identity, communication and behaviour.

How to deliver a compelling brand experience

Creating a positive impression of your organisation is an essential but often overlooked element of brand excellence.

How to use your brand as a recruitment tool

Your brand also has a significant role to play in helping you attract and retain quality employees, but what steps should you take to achieve this?

How to 'sell' your brand to your organisation

Getting the powers that be to understand the importance of branding, and its potential impact on the bottom line, can be a significant challenge.

Features

DM FILE: London Luton Airport suits up for business

DM File: HML's personal digital photo frame

DM FILE: DNX As the crow flies

DNX brings a hand delivered message to its clients, as the crow flies

ANALYSIS: Clash of the desktop titans

After nearly ten years of dominance in the search-engine market, Google may at last have some competition from Microsoft, in the form of Bing. Sean Marland reports

SOCIAL MEDIA: Protecting your brand against negative buzz

Tom Chapman, social media strategist at Headstream, provides tips on how companies can mitigate damaging views expressed through social media

SEARCH MARKETING: Google's new trade mark policy may affect your brand

Budgets and brand values may be affected by Google's decision to overhaul its AdWords trade mark policy and all users of trade marks should be wary as this is unchartered territory, says Sean Crotty, an associate specialising in intellectual property and IT law at Weightmans LLP.