By Kelley Miller, Brand Consultant | Principal
In today’s crowded B2B marketplace, creating a strong brand identity is more important than ever before. A strong brand can help to build trust and credibility, differentiate a company from its competitors, and create emotional connections with customers. However, creating a strong brand is just the first step. It’s equally important to manage the verbal, visual, and experiential expression of your brand at every touchpoint with your market audience.
Verbal Expression
Verbal expression refers to the words and language that a company uses to communicate its brand message. This includes everything from the company’s tagline and mission statement to the copy on its website, social media channels, and marketing materials. The verbal expression of a brand is essential for communicating the company’s values, personality, and value proposition.
One of the key benefits of managing the verbal expression of your brand is consistency. By ensuring that every message is aligned with the company’s brand identity and values, you can create a sense of trust and reliability with your audience. This consistency can be especially important in B2B relationships, where trust and reliability can make a big difference in the success of a deal.
Another benefit of managing the verbal expression of your brand is clarity. By using clear and concise language, you can communicate your brand message more effectively and ensure that your audience understands your value proposition. This can be especially important in industries where technical jargon and complex concepts can be confusing for customers.
Visual Expression
Visual expression refers to the visual elements that a company uses to communicate its brand identity. This includes everything from the company’s logo and color palette to the design of its website, marketing materials, and packaging. The visual expression of a brand is essential for creating a memorable and recognizable identity that stands out from the competition.
One of the key benefits of managing the visual expression of your brand is consistency. By ensuring that every visual element is aligned with the company’s brand identity and values, you can create a cohesive and recognizable identity that resonates with your audience. This consistency can be especially important in B2B relationships, where a strong visual identity can help to build trust and credibility with customers.
Another benefit of managing the visual expression of your brand is differentiation. By creating a unique and memorable visual identity, you can differentiate your company from its competitors and create a lasting impression with your audience. This can be especially important in industries where products and services can be similar and it can be difficult to stand out.
Experiential Expression
Experiential expression refers to the overall experience that a customer has when interacting with a company’s brand. This includes everything from the customer service experience to the design of the company’s physical spaces and the packaging of its products. The experiential expression of a brand is essential for creating emotional connections with customers and fostering brand loyalty.
One of the key benefits of managing the experiential expression of your brand is consistency. By ensuring that every touchpoint with the brand is aligned with the company’s brand identity and values, you can create a consistent and memorable experience that resonates with your audience. This consistency can be especially important in B2B relationships, where a positive experience can lead to long-term loyalty and repeat business.
Another benefit of managing the experiential expression of your brand is differentiation. By creating a unique and memorable experience, you can differentiate your company from its competitors and create a lasting impression with your audience. This can be especially important in industries where the quality of the customer experience can make a big difference in the success of a deal.
The Importance of Managing All Three Expressions
While managing the verbal, visual, and experiential expression of your brand independently can be beneficial, it’s equally important to manage all three expressions in a cohesive and integrated way. By ensuring that all three expressions are aligned with the company’s brand.
At THIEL Brand Design, we’ve helped hundreds of B2B companies develop and implement effective branding strategies that have helped them to achieve their business goals. Our branding philosophy emphasizes the importance of proactively managing a brand by choice, not by default, and creating a cohesive and consistent experience for customers at every touchpoint .
