B2B branding agency
HOW+HOW is a B2B branding agency for companies that sell complex products to buyers with plenty of other options. We find the one truth only your business can claim, then build the strategy, identity and website that make buyers remember it.
Our B2B clients range from Series A to acquisition. Veriff reached a $1.6B valuation after its rebrand, Sauce Labs grew revenue 34% in a year, and Hotjar was acquired by Contentsquare. We work from studios in London and Los Angeles, with one team from strategy to launch.
What makes B2B branding different
Buyers are a committee. A B2B purchase passes through product, finance, security and the board. Your brand has to give each of them a reason to say yes, and a story simple enough to repeat to the next person in the chain.
Most categories sound the same. Every competitor is the leading platform for something. Positioning is where B2B brands win or lose, so we start there, with research into your customers, your competitors and the claim no one else can make.
The product is part of the brand. For software companies, the interface, the docs and the onboarding emails are where people meet your brand most. We design identity systems that work inside the product as well as on a billboard. Hotjar’s icon was designed to work at 16 by 16 pixels first, because that’s where millions of people see it.
Your brand has to be legible to AI. More buyers now start a shortlist by asking ChatGPT or Perplexity. Clear positioning, consistent language and a website that says exactly what you do make it far more likely you’re the business that gets recommended.
How we work with B2B companies
We cover the whole journey with one team: brand strategy and positioning, verbal and visual identity, and website design and development. There are no handovers between agencies, so the thinking behind the brand survives all the way to launch.
A full identity project, from strategy to finished brand guidelines, typically takes 10–12 weeks. A new website usually adds 8–16 weeks, and we often run the two in parallel so everything launches together. We scope every B2B project individually and agree a fixed fee after a short discovery call.