When we first started working with PassivSystems, one the leading providers of intelligent energy software solutions, we saw a B2B company which, for all intents and purposes, looked very much like a B2C. Luckily at ICE, we know that the difference between B2B and B2C is more than just one letter. And, we know it’s critical to understand this difference when branding a B2B company versus a B2C. Bottom line, it can be the difference between success and failure. Armed with our considerable B2B know-how, we set about on a comprehensive brand repositioning which would see PassivSystems, actively reimagined.
While a consumer’s purchase is based largely on emotion, a B2B purchase is driven by logic. Knowing this, we repositioned the company so that its messages resonated with the intermediary looking for facts, rather than the end user. With a visual emphasis on statistical data, we were able to join up the dots of this networked product offering and appeal to its number-hungry target audience.
We developed new sales messaging based around key mission statements and company-wide brand pillars; gave guidance as to typography, colour palette and logo usage; and designed all visual elements, from the website, both deskop and mobile, to the stationery.
Armed with our considerable B2B know-how, we set about on a comprehensive brand repositioning which would see PassivSystems, actively reimagined.