5 success stories of B2B rebranding in Spanish startups
There are still those who claim that B2B brands (or business to business companies) have to have boring, corporate, uncreative communication. It is thought that this seriousness may bring the trust sought by B2B clients.
However, in reality, trust is not only a rational aspect, but an emotional one, and the need for connection through values indicated through the brand is key for success with clients.
Below we are going to present 5 examples of B2B businesses in Spain that realised this potential (and obligation) and which are now renowned in their industry.
1. Geoblink
is a market intelligence and geospatial analysis platform. Before the rebranding, Geoblink wished to emphasise its precision and the quality of its data.
It adopted a logo and visual identity that reflect its focus on advanced technology and the precision of data, without great eccentricities. It also renewed its website to better communicate its capabilities.
The rebranding helped Geoblink to position itself as a reliable and technologically advanced provider of market intelligence solutions. The company attracted new clients and strategic partners, seeing a significant increase in its revenues and expanding its presence in international markets.
2. Signaturit
Signaturit provides electronic signature and document management solutions. Before its latest rebranding, it faced a significant brand challenge: firstly, it had three different corporate identities; and secondly, its main brand did not convey its seriousness and commitment to security and innovation.
To resolve this, Signaturit restructured its brand architecture, bringing it together under Signaturit Group and adopted a more up to date and robust visual identity. It left behind the “handwriting” style, which although referencing the “signature” itself, did not convey the seriousness required by digital security.
The rebranding allowed Signaturit to significantly increase its client base and improve its reputation in the secure digital solutions market. The company reported a notable increase in its revenues and expanded its operations to new European markets.
3. Holded
Holded is a business management platform that offers a comprehensive solution for small and medium sized businesses. The brand needed an image that adequately reflected its full range of products in an increasingly competitive market.
Holded implemented a new design and a visual identity that highlight simplicity and efficiency. It also optimised its communication to underline its focus on facilitating business management.
The rebranding helped Holded to significantly increase its brand recognition and attracted a larger number of SMEs, consolidating its position in the market. Furthermore, Holded saw a notable increase in its revenues and received additional investments to expand its range of products. Today, Holded faces even tougher competition with players as varied as Qonto, notable for its great performance branding work.
4. Typeform
Typeform is a platform that facilitates the creation of interactive surveys and forms. Now everyone knows it and loves to use it, but it previously faced challenges with recognition and sought to differentiate itself in a competitive market.
Typeform made a large investment in its brand, contracting one of the largest branding agencies in the world, and completely renewed its visual and verbal identity. It adopted a cleaner logo and generated a visual system full of resources that radically improved the user experience, above all in its interface.
The rebranding resulted in greater user engagement and improved the perception of the brand as innovative and usable, which led to an increase in the client base and in the company’s value. Today, there continues to be a great difference in perception of quality compared with competitors such as Google Forms.
5. Carto
Carto is a geospatial data analysis platform that allows companies to visualise and analyse geographic data. Before the rebranding, Carto was mainly known in specific niches and sought to widen its scope.
Carto renewed its visual identity, bringing it up to date with vibrant colours, and updated its website to reflect its focus on innovation and advanced technology, paying attention to how the product is shown and making it understandable.
After the rebranding, Carto had a significant increase in brand recognition and attracted high profile clients, strengthening its presence in the global market. The company also saw a notable increase in new clients acquired and in its annual revenues.