B2B Branding

We’re a Cleveland-based branding studio eager to partner with you to articulate a well-defined brand identity that serves as the compass for all your marketing efforts. From logo development and visual identity refreshes to brand guidelines, voice and tone, and core messaging, we help organizations clarify who they are, what they do, and why it matters.

Your team may already know what makes your brand special, but needs help translating that insight into a cohesive brand story and visual identity that resonates with B2B audiences such as procurement teams and C-suite decision makers. Specializing in B2B branding, we help organizations grow through smart messaging and strategic content. With experience across building products, manufacturing, SaaS, and professional services, we distill complex offerings into clear, compelling narratives that drive measurable results.

What To Expect From Our B2B Branding Services

Brand Discovery

90-minute brand discovery workshop to establish your brand overview, mission, values, key messages, audience, ideal customer profiles, keywords, voice and tone, competition, and differentiators.
Development of a positioning statement and key messages that clearly communicate what you do and why it matters.
Identification of target audiences and ideal customer profiles, with a focus on B2B decision makers.
Competitive analysis to identify messaging gaps and opportunities.
Content, SEO, and collateral audit.

Messaging & Brand Guidelines

Development of clear, focused key messages that serve as the foundation for marketing and sales efforts.

Articulation of your brand positioning statement and core differentiators.
Definition of preferred language, terminology, and messaging guardrails.
Voice and tone guidelines to ensure consistency across teams and touchpoints.
A documented brand style guide designed to be easy for any marketing team or partner to adopt.

Visual Identity

Moodboard process to design a cohesive visual identity that reflects your brand strategy and positions you clearly in the market.

Logo design supported by a thoughtful system, including brand colors, typography, and imagery direction.
Guidance on how your visual identity should be applied across digital and print channels.
Delivery of final logo files in multiple high-resolution formats and variations, including horizontal, vertical, transparent, and icon-only.

Brand Collateral

Strategic copywriting and design of marketing collateral such as business cards, social media skins, email signatures, brochures, one-sheets, banners, and mailers
Production of branded giveaways or other supporting materials as needed
Slide deck you can easily edit and present to investors, customers, and employees

“I needed a website that reflected my unique approach and experience in the field. I had somewhat of a vision of what I wanted my brand to convey, but working with Avanti brought it to life and exceeded my expectations.”
Amanda Sanregret
Founder
Pivotal Strategic Solutions

Check out some of our recent branding work

Industries We Work With

We specialize in branding and messaging for B2B organizations with complex services, nuanced value propositions, and sophisticated buying committees. Our experience spans industries such as:

Manufacturing and industrial companies
B2B technology and SaaS
Professional services firms
Engineering and technical services

B2B Branding FAQ

When does a company need branding or a brand refresh?
You may need branding or a refresh if your messaging feels unclear or inconsistent, your offerings have evolved, you’re entering new markets, your sales team struggles to explain your value, or your visual identity no longer reflects who you are today. Branding is especially valuable during growth, repositioning, mergers, or leadership changes.
How does branding support sales and revenue growth?
Strong branding gives your team the language, clarity, and documentation to communicate value effectively. Clear positioning and messaging help shorten sales cycles, reduce confusion, differentiate you from competitors, and ensure prospects understand why your solution is worth the investment.
What is B2B branding, and how is it different from B2C?
B2B branding is about clearly communicating value. Unlike B2C branding, which often relies on emotional or impulse-driven decisions, B2B branding must support awareness, trust, clarity, education, and credibility to reach technical buyers, procurement teams, and executives. B2B purchases are often costly and infrequent, so it’s important that your brand is top of mind when your audience is ready to buy.