B2B marketing insights for
those targeting a niche
Insights, learnings and stories from the world of B2B marketing and communications, direct from Velo’s B2B agency team
B2B Branding
B2B marketers are often balancing immediate lead pressure with the longer job of building preference, memory and trust. Branding is not just about logos or tone of voice. It is about helping buyers recognise you, remember you and feel confident choosing you in a crowded, low-attention market.
That means learning about positioning, value propositions, messaging, distinctive brand assets, brand salience, differentiation, emotional branding, consistency and the relationship between long-term brand building and short-term activation.
Our insight articles and Marketing Map explore what strong B2B branding really looks like, how brands grow and how marketers can create brands that are more memorable, more meaningful and more commercially effective.
Brand and storytelling agency Creative Covenant is joining Velo. What does this mean for Velo’s clients?
Ever since I started the business in 2010, Velo has and always will, operate as an extension of our client’s teams. My mission was to build a committed team of experts with one common goal – to craft B2B marketing to be proud of in partnership with our clients. It is a rare philosophy, but […]
B2B Branding, Customer Experience
Want to know what the new Google Page Experience ranking algorithm means for you as a B2B marketer? Read on…
At the end of May this year, Google provided advanced notice of a shake-up in how it ranks search engine results to penalise those with poor user experience. However, unlike previous updates, this time Google has provided more details and tools to allow B2B marketers to evaluate and fix any aspects of their sites so […]
B2B Branding, B2B Campaigns, B2B Creative, Customer Experience
Creative thinking is at the core of B2B marketing. Never more so than now.
What’s been your highlight of the lockdown easing – a visit to friends and family? A trip to the local? Getting back in style with a haircut? As we emerge and are finally able to go out again, see people and re-establish ourselves within our communities, B2B marketers are already questioning what the impact is […]
Wassup?’ Lessons in brand storytelling
TBT to 1999 and a group of friends ‘watching the game, having a Bud.’ Gayle Kennedy, our Director of Storytelling, explains what brand storytelling lessons we can glean from this iconic advertising series. Our #tbt this week goes back to 1999, in which one question was asked: ‘Wassup?’ On the face of it, this […]
You are not the protagonist
Writing a brand story can seem frivolous, but it’s a crucial reminder of your product’s role in your customer’s everyday life. Writing your brand story can feel like one of the more esoteric moments in crafting your positioning. Destined to stay within the confines of your brand guidelines, the more hardened and cynical amongst a […]
The 12 Year Window – Why Now is the Time to Invest in your Brand
Regardless of if you’re a FTSE 100 company or a start-up, a well-defined brand will give you a competitive advantage. How? People are drawn to brands that look and sound confident about who they are. Potential customers believe that choosing a strong brand reduces the risk in a decision. The success of a defined brand, […]
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