28 Aug Go Global Travel: The importance of brand in the B2B sector
When it comes to B2B, your brand is a key part of how you build trust. For a long time, the impact of branding on potential clients wasn’t taken seriously enough. But, these days, B2B companies are becoming ever more aware of the impact their brand can have on their growth.
How do B2B companies manage to differentiate what they have to offer? How do they make sure they remain relevant for their clients in the long term?
Let’s be honest here. If you were considering different business solutions that were based on Microsoft, SAP or a brand called “Joe Bloggs Software”, there wouldn’t be much competition, no matter how good the Joe Bloggs’ solution was from a technical point of view. Brands’ history and reliability are key, as they mean that a client is taking less of a risk when they buy from them.
But a brand being well known is only part of it. They must be recognisable too. Their image needs to match up to their message and their values, and the two have to clearly relate to one another. It’s important to be ourselves, but we need to be able to communicate what that means to others, so that they can recognise it, and will remember it.
Service and efficiency are a vital part of the professional tourism sector, so things need to be globally coherent. Our client, Go Global Travel, is a platform that provides services to companies in the travel industry all over the world, such as agencies and tour operators. With more than 20,000 clients on their books, their value proposition is based on their combination of attentive customer service and technology with a wide variety of products and services.
The benefits of global brand consistency
Initially, Go Global got in touch with Intracon Spain because they were in need of a new company brochure. In cases such as these, we tend to analyse all of their communication with their clients, to make sure that their image matches the company values that they want to convey. We take a look at all their communication channels to assess how well they align with the message that they’re aiming for.
As is often the case with B2B companies, there was no clear global communication strategy. Each of the heads of department, or in this case the office managers, had their own personal way of using the brand.
The absence of any brand usage guidelines generally means that an ‘anything goes’ attitude develops, and that was very much the case with Go Global. The lack of a style guide meant that there were vast numbers of different images used to represent the brand. Generally speaking, their graphic design was obsolete and the images out of date, not ideal for a company that was operating on a global scale, with offices spread around the world.
“We needed our brand to provide our team with coherence. We needed it to be clearly associated with our corporate philosophy, and our vocation for customer service”, said Javier García, Chief Sales Officer of Go Global.
Creating a rock-solid brand
It’s not easy to make radical changes to a company’s corporate image. At Intracon Spain, we know that changes shouldn’t be made just for the sake of it. When your brand is successful, you need to make sure it’s still recognisable. You need to analyse the company’s values and update its image so that it reflects the message you’re trying to convey, whilst also taking current graphic design trends into account.
Go Global wanted a manual that each of their offices could use easily, regardless of where they were in the world. The solution was a document that focused on design and brand, and would act as the perfect guidebook.
During the initial phase, we focused on the following:
- Logo: different uses, and how to make it stand out when used as part of different designs. Colour choices to reinforce the idea of solidity and stability within the travel industry.
- Corporate typeface: after various tests, we chose Galano Grotesque because it conveys elegance and gravitas, reinforcing Go Global’s personality, and ensuring that all of its communication materials are high quality and consistent
- Colours: we selected green and black as the main colours so that all presentations, both external and internal, are consistent with one another, but also because Go Global’s clients trust them with the transportation of large numbers of people. That’s why we selected green, which represents harmony and trust, whilst black suggests authority and strength. Yellow was decided on as the secondary colour. It adds a dash of creativity and will be used to highlight and complement the primary colours.
- Images: we defined the type of images that should be used and the requirements that they have to fulfil (sharp contrast, desaturated colours, clear, minimalistic).
Then, we defined where they would be used. At Intracon Spain, we created a detailed guide to how to use the graphic design elements, analysing the possibilities in the present, and considering future needs. It considers details like iconography and logo placement and covers everything from the design of the company bins to email signatures.
Go Global’s insight
Selling services in the B2B market requires personalised solutions. Different services are offered depending on the needs of each client. That means that branding is becoming ever more relevant to market positioning.
“Having a coherent brand is going to give us the push we need to continue to grow within our sector. It was one of the main things we needed in order to consolidate our positioning and enable our employees to do their best work. From the very beginning, Intracon identified what the values we wanted to communicate were, and has captured them all in the form of a brand manual that means we can use our brand consistently, with our company philosophy in mind”, commented Javier García, Chief Sales Officer.
A coherent brand means a business is more able to build trust. That translates into a boost in sales. But, internally, it also means employees have better job satisfaction and are more productive, and that they’re more motivated by, focused on and committed to the brand.