B2B brand communication

Brand communication for industry and technology.

For companies with complex products and long decision cycles: positioning, brand architecture, and design systems from one source.

Symptoms

How you can tell the brand isn’t holding up

01
Sales builds its own materials because the official ones don’t answer its questions.
02
Every location explains the product differently at the trade fair.
03
Each product line has picked up a logo of its own over the years.
04
The website convinces engineering, but not procurement.
05
The name is known in the market, yet nobody can say in one sentence what it stands for.
06
Every new service provider interprets the brand a little differently.

Fields of work

What we do

Positioning

What the brand stands for, in sentences that engineering and procurement both understand.

Brand architecture

Order in product lines, sub-brands and names that grew over time — what appears in its own right and what does not.

Design system

Components, imagery and rules the in-house team works with itself.

Sales and technical communication

Materials, technical articles and explanatory graphics for decisions that run for months.

Campaign and trade fair presence

An appearance that reads the same at every location and in every market.

Topic and channel strategy

Which topics the brand occupies — in trade media, in the report and on LinkedIn.

How we work

Taking stock

What lands in the market, what sales actually uses, where brand and product drift apart. Conversations with the people who work with it every day.

Sharpening the positioning

One core statement that holds for engineering, procurement and management — and that can be told in short and in depth.

Giving it form

Brand architecture, design and formats, developed on real use cases rather than sample pages.

Handover and support

Rules, library and training. Plus regular sessions in which brand and strategy keep growing.

From practice

Three industrial and retail brands, three different starting points.

Dräger · Preferred Agency PartnerAn illustration and design system the in-house team runs themselvesView project ↗

Infographic on the Schwarz Gruppe's climate targets

Schwarz Gruppe · Preferred PartnerFrom sustainability report to LinkedIn content strategyView project ↗

WallroundBrand architecture for a market that needs explainingView project ↗

Documented numbers from these projects: for Dräger, over 800 assets across more than 50 markets, with about 45 percent less effort per application. At Wallround, conversion rose by 35 percent. Then there's Victorinox, with an illustration system and model library for an industrial classic, a technical article on IAA Transportation for Bucher Hydraulics, and a service infographic for TOMRA.

Lead role and preferred partnerships

We lead the work for ENERTRAG, and as preferred partner for Dräger, the Schwarz Gruppe and the Hasso Plattner Institute — some grown out of a first project, others won in the pitch from the start. In the lead role, strategy, overarching planning, and project management come together with us across departments, instead of each initiative being awarded separately and set up from scratch.

Coordination instead of piecemeal contracting

We manage external service providers — illustration, photography, print, specialized agencies — under one shared system. At Dräger, that's currently more than 25 connected providers. Every piece of work goes through the same quality and brand review before it ships.

There's one fixed point of contact instead of many separate contracts — backed by our leadership, the core project team, and, where needed, specialists from other teams. In quarterly meetings, we actively develop the brand and strategy further, rather than just working through a list of tasks.

Leading the work means we already know the brand, its history, and the people involved. That skips the ramp-up that starts from scratch with every new provider, and makes planning and budgeting more reliable over the life of the agreement.

How projects are scoped

Most start with one piece

A well-defined project — an illustration system, an infographic series, a brand workshop — takes weeks and is the usual starting point. A positioning with brand architecture runs over months. A full design system with guidelines and enablement is a year-long undertaking.

What a project costs depends on its scope and duration. In the first conversation, we place it using comparable projects.

Describe your project

Great ideas start with a conversation.

Whether strategy, campaign, or digital product – if you want to communicate complex topics clearly, we look forward to the conversation.

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Sapera Studios ist eine Strategie- und Kommunikationsberatung für komplexe Themen in Berlin. Von der Strategie bis zur Umsetzung.

Storytelling, Narrative und Strategie · Faktencheck · Designsysteme · Beteiligung und Befähigung · Change Management und Prozessbegleitung

Mit Aude befähigen wir Teams, mit KI Kommunikation zu machen, die stimmt und zur Marke passt.