Crafting a Winning Presentation: Setting the Stage for B2B Success
Let’s imagine you’ve got a big presentation to win a new customer. If you win the tender, it’ll be worth a great deal of money to your company. In such a scenario, I’m pretty sure you’d make damn certain that everything in that presentation is as perfect as it could be.
Not only would the content need to be great, but also you’d want every visual element to be sharp, on message and engaging.
Visual Excellence Matters
B2B Great graphic design is arguably more important today than it has ever been. We are bombarded by so much information every minute of every day that we automatically filter out anything ordinary.
Navigating the Information Overload
To capture people’s attention you have to be relevant, imaginative and different. Time is in very short supply; squeezing a pint into a quart pot is nothing out of the ordinary in these ‘always on’ times we live in.
Time-Sensitivity and Distinctiveness
The digital world has transformed our lives; nearly everything is in real time and the delete button is a fast and easy get out.
Consistency and Brand Communication
Everything from your B2B website and stationery to your offices and B2B marketing materials has to communicate consistent brand values.
The Perils of Incoherence
If they don’t work together to tell the same story, you are in danger of confusing potential customers. More than likely, they’ll then simply vote with their feet and be gone in seconds.
Brilliant B2B graphic design tends to be simple. It’s a powerful communicator; just a glance can tell you so much about a B2B brand or a B2B company. Are they forward thinking, dynamic, caring and fun to do business with? Or are they stodgy, out of touch and stuck in their ways?
The Art of Simplicity
If you were looking for ecologically friendly takeaway food packaging, which of these three brands speaks to you? Based on the logo alone, who would you call for a quote?
Whatever business you’re in, all your visual material has to communicate your brand values, if possible without the need for words.
You won’t be surprised to learn that Leapfrog was responsible for the creation of the Eco To Go Food Packs brand identity above.
A Cohesive Brand Ecosystem
This new identity forms the backbone of the business and is currently being rolled out on corporate stationery, a website due for launch in 2018 and other B2B marketing collateral.
Guidance on Corporate Identity
If you’d like help or advice on creating a new B2B corporate identity or refreshing an existing, perhaps tired brand, give Alan Myers a call on 0116 278 7788 or email: alan@leapfrog.uk.com