What’s the first thing that comes to mind when you think of good B2B branding? Your company name? Your logo? Your website’s design? All of those would be correct, but they’re also the most obvious.

The real question is, are you making the most of your hidden branding opportunities? The unsung heroes? The ones people forget? Read on to find out.

Favicons

Favicons, short for favourite icons, are the icons that live in a web browser tab next to the page’s title, on a bookmark list, desktop shortcut, or next to a search result. They’re small but incredibly important in branding because they help people recognize your site and easily find it — especially if, like us, you’re always working with too many tabs open. They’re also professional, creating trust by showing that a website hasn't been left incomplete.

To keep it simple, most businesses will opt to use their logos in favicons, but because you don't have too many pixels to work with, some go for initials or a symbol that someone would quickly associate with your brand.

Brand guidelines booklet sits open to pages of the guide.
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Email signatures

How many emails do you think your team sends a day? If the statistics are anything to go by (which say the average worker sends 40 a day), it’s a lot, and each offers an opportunity to double down on your brand.

How? With the signature. As something that appears on every email, there’s so much you can do with an email signature beyond including contact information. You could include a custom banner with a logo and a tagline, links to other parts of your website, like a blog or recent product catalogue, or even use it as an opportunity to let people know about an exciting update that’s due to arrive soon.

URLs

We all know the purpose of a URL, but are you looking at them as a branding opportunity? As the thing you put on social media, event signage, business cards, and any other document that comes out of your business, it’s important that the URL for your website is memorable, short, and tailored to your business.

Remember, you don’t have to just settle with .com. There are other alternatives that could help with your branding. For example, .io or .tech if you’re in the tech space, .ca or .global if you want to get regional, or .software, .energy, or .solar if you want to get specific.

Are you using your URL as a branding opportunity? There's more freedom than you think. .io, .tech, .global, .energy, .solar.

Chatbots

With consumers relying on chatbots to search, research, and get answers quickly, it makes sense that so many businesses have introduced them to their websites. Directing customers to answers may be the priority, but there’s a lot these little bots can do for branding.

First, in the way they look. From buttons to fonts to how you personalize them, the best chatbots are customized to the way they sit within other branding elements. Second, in the way they speak. Branding isn’t just visual. It’s in the way you say something, greet someone, and answer questions.

404 pages

Sometimes users get lost, so why not make it worth their while? Instead of opting for a standard ‘Page not found’ if someone hits a 404 page, why not convert it into a meaningful and memorable brand moment?

You could do something like this that speaks to your brand’s products, services, or legacy. Something like this, that uses sharp copy and visuals to redirect people to other pages with personality, or you could create something totally custom and out of the box, like this, which turns the 404 page into a fully functional game.

Want to make the most of your quiet branding heroes?

As an agency that offers branding, web design, creative content, and everything in between, we know what it takes to make your brand stand out — but also how that branding should connect to every other moving part of your business. Sound good? Let’s talk.