Logo Design & Branding Shape Buyer Perception

Your B2B company probably looks like all the other companies in your industry. You all present your technical information the same way. You showcase your products and services the same way. You use the same words and images to create your corporate identity. Your websites have the same info and features. The result is a homogenous looking industry.

So your prospects make decisions based on price.

Your prospects don't see much difference between you and your competitors.

When everyone in an industry looks and acts the same way, your prospects believe your offerings and expertise are also all the same. From their perspective, there’s no benefit to choosing you over one of your competitors. So the only differentiator they have at their disposal is price.

Some Logos by Fuelblue

Price is important, but…

When a B2B buyer is researching a purchase, they want to solve a specific problem, or address a specific issue. A solution to their immediate needs is their top priority. In most cases, they will be looking for guidance, support, and expertise. Not just the cheapest supplier.

Prospects are ignorant

You know you can do what they need, but they don’t. You know your offering is the best, but they don't. Your brand image is telling them you’re the same as every other company in your industry. Your website is telling them your offering is virtually interchangeable with anyone else’s.

Don't be a clone of your competitors

Your web and video content is your chance to express the core of your brand message. It shows them that you have the best answer, and are the only choice. Or it can tell them you have the same bland answer as everyone else, and it doesn’t matter who they choose.


You have the ability to shape their perception of you.

Here's how.

Logo for Potential Unlimited

Logo & Brand Design

Your logo is the graphical representative of your entire brand. If you want to create the illusion that your business is bigger than it really is, or set yourself apart from your competitors in a crowded field, it all starts with your logo (and accompanying type, colors, and imagery). Everything else we design stems from the design decisions made in the logo. A professional website built around an amateur logo is starting with a major handicap. But a professional logo sets the stage for making you look every bit the expert you are.

Corporate Identity Design

B2B prospects and customers interact with you through any number of contact points (website, trade show, social media, invoices and stationery, etc.). We must ensure the brand experience is the same at every touchpoint, so your business card fits with your website, which matches your business collateral, which compliments your video content.

Desk Reference/ Look Book Design

Your relationship nurturing and customer experience can and should extend offline as well. We can create customized print pieces to stay connected to prospects. Items like a printed Look Book or Desktop Reference don't get tossed in the trash, but rather held, examined, and returned to time and again.