A solid platform to grow your brand
No matter in which industry or market you operate, it’s vital you build a connection with the people you want to reach. By focusing on your superior value and differentiation with consistency, audiences will grow to trust what you offer.
Get B2B brand development right, and the magic happens. With a clear purpose and proposition, your brand can be the deciding factor why people choose you over your competition, especially in sectors where complexity, perceived risks, and product parity are high.
- Research, customer, and market insight
- Brand strategy and positioning
- Brand portfolio and architecture
- Brand narrative and value proposition
- Visual identity and design guides
- Brand communications platforms
- Brand book and deployment
- Employer branding
A proven model for success
Building and nurturing a brand takes care and consistency. Over countless projects, CBC has developed a proven model for brand development that blends strategy, identity, and creativity.
We can help you balance each element, crafting a distinct personality that radiates your DNA and leaves a long-lasting impression.
No matter how your stakeholders come into contact with your brand, we’ll make sure it remains synonymous with your value and offering, building the most important asset of all: trust.
A method that worksRefined over countless projects, CBC’s methodology will steer your brand development process, using pre-defined milestones, towards a successful outcome.
Our experts will work with you from scoping and planning to defining and developing your strategy, identity, and creative concept. Our project managers and digital specialists then bring everything to life through cross-channel activation, with ongoing monitoring and refinement.
Huntsman Advanced Materials
“CBC initially proved their worth during our divisional rebranding project, which has been instrumental in communicating our value. When it came to digital lead generation, I could not be more pleased with the approach taken and what has been achieved so far together.”
Edward Wynne Morris,
Communications Director, Huntsman Advanced Materials
“We were impressed with CBC’s ability to gain a strong understanding of our customer’s challenges, and their focus on turning a complex proposition into a communication platform that our customers could instantly identify with.”
Marketing Manager, TICRA
“The brand consolidation and refocusing initiative is a pivotal element in FLSmidth’s growth strategy. CBC’s grasp of the issues involved and strongly executed creative campaign have made an invaluable contribution by helping us transform our global image within a very short span of time.”
Strategic Marketing Manager, FLSmidth
“By consolidating our brands into one, we are making it much clearer to the market who we are, which has helped us in our integration process internally and effectively supported our growth in the market. CBC has been a valuable support in our journey.”
CEO, Amphenol Procom
Wrist Ship Supply
“The creative work behind the campaign developed by Cross-Border Communications was based very astutely on our market situation and plans for future growth. We feel that it sends exactly the right targeted message in a succinct and memorable way.”
Managing Director, Wrist Ship Supply
Creativity and content that brings campaigns to life
B2B is about people, not products. A relevant and intelligent idea that resonates at an emotional level will ensure your audience are more receptive to what you have to say.
Do it well, and a few words and images can speak volumes. Get it wrong, and you can switch a potential buyer off forever.
Creativity has always been one of our greatest strengths; working together, our specialists can help you to develop powerful concepts that are right on the money.
- Campaign concepts
- Brand and product campaigns
- Segment and aftermarket campaigns
- Social media content and campaigns
- Recruitment and internal campaigns
- Content and asset development
- Exhibition concepts and design
- Websites and landing pages
- Sales and channel support material
Start right to end rightTo hit the mark with consistency and quality, it’s important that our co-working process is as smooth and efficient as possible. This starts with a well-written creative brief that distils your team’s collective thoughts and vision, agrees expectations, and focuses our thinking.
We help you to ask and answer the questions that identify your value proposition and why it's important. This also forms a valuable checklist to make sure we stay on target during the creative process.
We put creativity to work
It’s crucial that your audience believes what you tell them. If you consistently deliver on your promises, trust and loyalty will follow.
Creativity is essential to help build this relationship, but it must be handled with intelligence and care. Especially in B2B, where reputations and careers are on the line, your buyers won’t be blinded by bright lights and sparkles.
At CBC, we take creativity seriously. We believe great ideas that resonate at a deeply emotional level create long-term impact. We also understand that the more we know your business and market, the more on-point our creative work will be.
“CBC has been instrumental in helping Aasted sharpen our sustainability messaging. They worked closely with us to align our communicative framework with our values, then implemented across our new corporate responsibility report and online content with creativity, insight, and project management discipline. All against a tight schedule, and all with outstanding results.”
Piet H. Tæstensen,
Danfoss District Energy
“Ecopolis was a revolution for Danfoss. In a company of 23,000, our CEO doesn’t use his time looking at brochures. So it tells you something that he singled out Ecopolis as one of the best communication initiatives the company has ever taken.”
Thomas Heide Jorgensen,
Marketing manager, Danfoss District Energy
“CBC has the experience we were looking for. They are strong on strategy, easy to work with and price competitive. They are particularly good at transforming complex business-to-business problems into bright, creative solutions.”
International Marketing Manager, GEA
“Creating a global safety culture is no small endeavour. CBC’s visually compelling universe and creative use of print and digital media continues to attract employee engagement.”
Jens Viby Mogensen,
Head of Branding & Marketing, Svitzer
“With CBC’s strategic and creative input, Cabinplant enjoys a far stronger position in the food handling industry.
CBC’s team has helped us put together a uniquely dynamic approach to our digital marketing efforts, which has accelerated our pipeline with more qualified leads. We are looking forward to further growing our business, and our relationship, with CBC.”
Marketing Manager, Cabinplant
Outgoing activities that drive inbound results
We get the complexities of your business and develop tactical digital and offline campaigns tailored to your KPIs.
Using the right approach for the right situation, you get a complete package, aligned with your brand strategy, that supports your wider ambitions and fuels your marketing ROI.
No matter if it’s greater brand awareness, stronger product marketing, tighter internal alignment, digital engagement, or some other strategic goal, we’ll help you drive qualitative and quantitative results.
Marketing activation services
- Marketing communications strategy
- Campaign activation
- Search, social, and online media
- Account-Based Marketing
- Digital lead generation and nurturing
- Marketing automation
- Analytics and reporting
Deliver the right message at the right time
Mapping the customer journey is key to influencing the moments that dictate buying decisions. This journey is the process a buyer goes through, from initial brand awareness, to the evaluation of your products and services, to finally making the purchase decision.
The better you understand the buyer’s behaviour during this process, the greater your chance of closing the sale, as well as upselling and customer retention.
We will help you to plan the right moments to engage with your audience, with the emotive and rational messages that will funnel them along the journey, building preference along the way.
Reach a broader set of decision makersB2B purchasing often involves a complex decision-making process, with stakeholders juggling multiple responsibilities and interests. This isn't a serial process, with buyers and influencers dropping in and out of the sales process and information channels.
To succeed, you must map the buying centre and journey, aligning messaging and initiatives with your sales teams. However, you will only ever meet a small selection of your audience – the majority will rely on information they find online or hear from colleagues and peers.
This means you must understand the full puzzle of the decision-making unit and communicate relevant, well-placed, and timely information that's tailored to their specific needs.
Huntsman Advanced Materials
“We need marketing partners who are willing to challenge our thinking and help us deliver results that raise the bar – in terms of digital marketing, CBC brings a level of professionalism, expertise, and creativity that we have not found elsewhere. I look forward to seeing what our creative collaboration will produce next.”
Edward Wynne Morris,
Communications Director, Huntsman Advanced Materials
“This product launch was significantly different from anything we’ve done in the past and represents an important milestone in our wider transformation towards digital campaigns.”
Director of Marketing and Communications, Cobham Satcom
“CBC really went above and beyond with their teams to make my life easier and to ensure that everything I set in motion turned out for the absolute best and with fantastic results. I cannot thank CBC enough.”
Catherine Conlon Lukavecki,
Aero Brand Marketing & Communications, Cobham Satcom
Having developed countless campaigns for global businesses, we’ve distilled our knowledge into eBooks that cover the strategies and techniques you need to know.