Choose the right agency for your B2B branding strategy

How to choose the right brand management agency for your B2B tech company

Branding isn't just about pretty colors and a nice visual identity. Today, your brand needs to be purposeful, data-driven and create measurable results - especially if your company operates in the technical B2B segment.

If you have +20 employees, an annual turnover of +10 million and work with complex business solutions, it makes sense to consider external help to strengthen your brand. But how do you choose the right agency for the job? And how do you make sure it actually adds value to your business?

We dive into what you need to consider when working with a brand management agency - and how to avoid the most common pitfalls.

Why is strong brand management important in tech companies?

You might be thinking: "We provide complex solutions - the brand is not the most important thing."

But this is a common misconception. Technical companies with complex products in particular need sharp and consistent branding. Both to reassure decision-makers and to stand out in a competitive market.

A strong brand:

• Ensures recognizability and trust among customers and partners
• Support the sales department with professional presentations and material
• Make it easier to attract qualified employees
• Supports a data-driven approach to marketing and communication

So how do you find an agency that understands both the creative and the business?

Step 1: Define your need - is it strategy, execution or both?

Start by looking inward. What do you want to achieve with your brand? Is it:

• Getting a clear branding strategy with clear differentiation?
• Getting the visual identity and graphic expression right?
• Boost your digital presence - e.g. through campaigns, newsletters and social media?
• Aligning your communication across internal and external channels?

If you're thinking along these lines, you need more than just a graphic designer. You need a strategic partner who can help you all the way around your brand.

Step 2: Choose an agency that understands B2B and technical solutions

Branding for B2B is significantly different from branding for B2C. There are longer decision-making processes, more decision-makers and a greater focus on documentation, credibility and knowledge.

Check if the agency has experience with tech companies. Look at their customer cases:

• Have they worked with industrial companies, tech companies or software developers?
• Is your work characterized by structure, data and clear messages?
• Can they speak into complex solutions and communicate them in an understandable way?

A good agency will dare to challenge you, ask the tough questions and help translate technical knowledge into powerful promotional messages.

Step 3: Look for a partner - not just a supplier

Many agencies sell slides and strategy documents, but put down the work gloves when the execution starts.

You need an agency that's with you every step of the way. From analysis and strategy to planning, implementation and follow-up. And who can talk to marketers and salespeople - and not least to top management.

A partnership should be able to grow with your needs. For example, ask these questions when talking to the agency owner or contact person:

• How do you involve us in the process?
• How do you measure the results of our brand efforts?
• Can you help us on an ongoing basis or is it only project-based?
• What tools and methods do you use to work with data and impact measurement?

Step 4: Investigate chemistry and culture

Have you ever worked with an agency where the chemistry just doesn't work? It costs time and frustration. Look for a partner you have good chemistry with and who speaks your language - both literally and professionally:

• Can they understand your industry and the technologies you work with?
• Do they respect data-driven decision making and ROI?
• Are they down to earth and deliver at eye level?

A brand project requires full transparency and mutual trust. If you feel that the agency shares your values and understands your business - you've already come a long way.

Step 5: Ask for examples and cases

It's important to see concrete results - not just fancy slides. You want to see:

• Examples of strategies that have been implemented
• Before and after examples of brand expressions
• Documented effects on e.g. lead generation, awareness or retention
• Collaborations where the agency is an external but integral part of the business

Especially in the B2B segment, it's about seeing how branding can be transformed into concrete business value.

Step 6: Assess your ability to both strategy and execution

Some agencies are strong on strategy but weak on design. Others are creative but lack understanding of data and business.

Look for an agency that masters both disciplines. Branding without strategy is just noise - and strategy without implementation is a desk exercise.

A good brand management agency should be able to:

• Understand your business goals and translate them into communication
• Create a visual and verbal identity that works digitally and offline
• Follow up with structure, measurements and adjustments to your efforts

Get started - make your needs clear

Do you know what you really expect from a collaboration? Many tech companies don't specify their brand ambitions - creating misunderstandings between them and the agency.

Set concrete, measurable expectations from the start. This could be, for example:

• X number of leads via digital presence
• Improved SEO and more visitors to product or service pages
• Aligning brand storytelling in sales and marketing materials
• Increased employer branding - e.g. more relevant inquiries from potential specialists

When there are clear KPIs and common goals, collaboration becomes much more efficient and focused.

Ready for the next step?

Thinking about taking your brand to the next level? Then start with an honest assessment: Is your brand doing the job you expect? And do you feel that customers and employees understand what you stand for?

If the answer is no - then maybe it's time to look outwards. The right brand management agency can make a world of difference to your market position, lead generation and credibility in the market.

It's not about embellishing reality. It's about bringing your real strengths to light - in a professional, structured and targeted way.

Want to learn more about how we work with B2B tech companies? Contact us for a no-obligation chat about your needs.