Is Your Science B2B Due for a Brand Refresh?

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Is Your Science B2B Due for a Brand Refresh?

Reading Time: 6 minutes
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B2B companies across the science landscape, from biotechnology and pharmaceutical development to specialty chemicals and materials sciences, work in rapidly evolving landscapes. They must constantly innovate their R&D, product development, and manufacturing technologies, but they must also maintain a strong brand to stay relevant and maintain a competitive edge.

In response to these pressures and changes, science businesses often find it necessary to evaluate their current brand presence and strategically refresh or rebrand to update the core identity of their company. This blog will examine the reasons why a B2B science company may undergo rebranding and how to do so successfully.

A Brand’s Many Functions

Branding goes beyond a logo or a slogan; it articulates your mission, showcases innovation, and builds rapport with stakeholders. If you are a B2B science organization, your brand should reflect an innovative, knowledgeable, and successful partner and appeal to your very specific audience. Over time, a company’s branding can become outdated or misaligned with its current goals and values. This can cause confusion for your audience and lead to missed business opportunities. A brand refresh helps address these issues by revamping your brand identity to better reflect your company’s vision, highlight a new direction, or communicate how it is aligning with new priorities.

Moreover, companies in the life sciences, specialty chemicals, and materials science industries are constantly evolving, adding new products and technologies to the market and adapting to changing consumer needs and preferences. For innovative B2Bs, a brand refresh could signal a commitment to staying current and relevant while enabling clearly observable differentiation.

Common Reasons for a Science Brand Refresh

Consider the following specific situations in which a B2B science company may need to consider a full brand redesign or refresh:

Outdated Branding

If your branding hasn’t been updated in a while, it can start to look outdated and unappealing to potential customers. R&D-driven organizations need to be especially proactive about maintaining an image that reflects their cutting-edge appeal and modern outlook. A brand refresh can give your organization’s brand elements an updated look and feel so they better reflect the company’s current values.

Changing Market Trends

As the market and your company evolve, your branding needs to adapt accordingly. A brand refresh allows you to stay relevant amid these changes and continue to connect with new customers. For example, Flatiron Health updated its brand messaging and visual brand identity to reflect the company’s growth and new directions in its mission to use data to improve and extend the lives of people with cancer.

Mergers and Acquisitions

A brand refresh can help consolidate the identities of merged businesses and create a new, unified brand. In this case, a rebrand may be important for aligning strategic messaging and presenting a cohesive appearance to the company’s new wider audience. 

When the METER Group reorganized and consolidated three of its entities under the brand Addium, it created a house of brands for what had been separate ag-tech businesses — Aqualab, Aroya, and Pometa. In addition to visually unifying the sub-brands, the new identity reflects the company’s high-tech personality and vision for using technology to improve efficiency in cannabis cultivation, orchard management, and food production. 

Research published by Brand Finance found that post-merger and acquisition rebranding in the pharmaceutical industry resulted in an average return of 13.8 percent. Although pharmaceutical rebrands occur in only 31 percent of acquisitions, this figure surpasses other industries like healthcare, telecommunications, and oil and gas. 

Expansion into New Markets

When expanding into new markets, your current branding may not resonate with the target audience. A brand refresh can help you better connect with this new demographic.

For example, ANGUS Chemical Company’s complete rebranding process and name change to Advancion in 2023 followed its acquisition of Expression Systems and broadened the scope of the company’s business to include cell culture media, cell lines, and other products for the biologics market. The rebranding effort — including a new logo design and a vibrant color palette — was intended to reflect the company’s transformation and expansion.

Onward! The Brand Refresh Process

Recognizing the need for a brand refresh is an important first step. Taking those insights into consideration, you can then start to apply them, shaping a brand that not only stands out but also truly resonates with your audience. 

How should you conduct a successful brand refresh? Here are the key steps to follow:

Before embarking on a brand refresh, it’s essential to gather data and insights about your target audience, industry trends, and competitors. This will help you understand your company’s current positioning in the market and identify areas for improvement.

Next, it’s time to evaluate your current brand strategy and see if it aligns with your company’s goals and brand values. If necessary, make changes to better reflect your unique offerings and differentiate yourself from competitors. A marketing professional with brand strategy experience can help revamp your brand messaging framework at this stage. 

With market research and branding strategy in hand, it’s time to consider your brand imagery and visual identity. This includes your logo, color scheme, typography, and overall visual style. Does it need a minor or major makeover to align with your new image? It can be beneficial to partner with a professional designer at this stage to aid in the development of comprehensive brand guidelines.

How to Launch Your Refreshed Brand

After your brand’s identity is finalized, it’s time to implement the changes across all touchpoints – from your website and marketing materials to trade show exhibits and team members’ hats and jackets. This ensures a consistent and cohesive brand image.

If your look is changing dramatically, you especially want to get the word out to stakeholders so they’ll recognize you when your new brand hits their social media feeds or email inboxes. Here are a few tips to ensure a successful brand launch:

  • Create Buzz: Build anticipation and excitement around your new brand by teasing it on social media or through email campaigns.
  • Host an Event: Consider hosting an event to unveil your new brand identity or incorporate the brand reveal into a company celebration. 
  • Engage with Your Audience: Spread the word across your social media channels and use posts as an opportunity to gather feedback from your audience. 
  • Update Marketing Materials: Ensure that all marketing materials, from digital ads to brochures, reflect your new brand identity.
  • Update All Brand Touch Points: From your website to company signage and employee email signatures, updates should be comprehensive for a cohesive appearance. 
  • Educate Employees: Engage with your team members about the new brand and its core values so they can accurately represent it in their interactions with customers.

Benefits of a Branding Refresh

Enhanced Brand Perception and Credibility

With a refreshed brand and distinctive visual identity, science companies can project a fresh and accurate image of their capabilities and intentions. Trust and credibility stem from a brand that looks and feels competent and contemporary.

Increased Customer Trust and Loyalty

A refresh can also build on your brand story and forge stronger connections with your target audience by demonstrating your company’s commitment to staying current and attentive to customer needs.

Revitalized Corporate Culture and Employee Engagement

The process of rebranding can reinvigorate your company culture, fostering a renewed sense of purpose and belonging among team members. Empowering staff through collaborative involvement in shaping the new image can lead to increased engagement, productivity, and morale, along with a renewed commitment to corporate objectives and values.

Attracting Top Talent

In fields that thrive on innovation, the ability to attract and retain top-tier talent is a significant advantage. A modern and dynamic brand image resonates with professionals who are seeking cutting-edge environments to apply their expertise. Rebranding can, therefore, help attract potential employees and build a talent pipeline.

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Embracing Change to Move Ahead

Rebranding may seem daunting. It can pose significant challenges, particularly for companies with well-established identities. However, the process opens the door to positive changes and new avenues for growth. With a fresh look, improved differentiation from competitors, and a deeper connection with target audiences, a rebrand can have a significant impact. 

By following the steps outlined above and launching your refreshed brand effectively, you can elevate your company’s image and drive engagement with new and existing customers.

Partner with Cobalt for Branding Expertise

As a rebranding agency, Cobalt helps science-focused B2Bs with rebranding and all aspects of B2B marketing and communications.

To learn more, visit the Cobalt services page or reach out to get started on your next project. 

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As a strategic communications agency serving science- and R&D-driven organizations, we specialize in highly technical markets where complex ideas and information must be conveyed with clarity. Our team includes writers, designers, strategists and content architects, all working together to help you reach — and engage — your internal and external audiences.

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