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Brand values and the attributes of an alpha brand
Energising and engaging B2B brands
01
Most B2B businesses wish their brand had the kudos and clout of
an Accenture, Cisco, IBM or Intel. But these brands weren’t always
on a pedestal. How did they get there? What attributes is it that
these brands share? How do you become an Alpha brand?
Alpha
in B2Beta
Click to download the Attributes of an Alpha Brand Infographic
02
Affinity
Maintaining an offering that retains relevance as the
audiences’ needs and issues change is key. Great
brands anticipate how markets will evolve and
develop solutions accordingly. Some will recognise
potential far in advance and invest significantly to
own a space before it even becomes one.
Energising and engaging B2B brands
03
Value
Having a unique, distinct and identifiable value brings
competitive advantage and differentiation. The buyer
can clearly see the benefit of ownership. Generic
benefits of productivity, efficiency and reduced costs
only get you so far, identifying value where it’s most
relevant to the audience gains greater traction.
Click to download the Attributes of an Alpha Brand Infographic
04
Clarity
Awareness of the brand itself is not enough. Engagement
comes through an audience’s understanding of what the
brand stands for and the depth and breadth of its offering
while remaining true to a clear idea.
Energising and engaging B2B brands
05
Logic
 emotion
For a brand to have both emotional and logical
appeal is the ultimate combination and brings an
immediate advantage. Providing personal and
professional value is truly compelling.
Click to download the Attributes of an Alpha Brand Infographic
06
Alignment
United in the delivery of a shared vision that is
understood by all, with everyone empowered to
deliver and speak as one – consistency is everything.
Energising and engaging B2B brands
07
Personal
Great brands believe in the power of the individual –
starting with their employees. They are the brand’s
ambassadors; they create the ideas that maintain
your offering’s relevance and can create the kind of
connections that your audience desires.
Click to download the Attributes of an Alpha Brand Infographic
08
Prominence
Alpha brands are front of mind whenever a
contextual requirement is identified. They are the
“go-to” brand that the competition has to fight to
displace though their offering.
Energising and engaging B2B brands
09
Multi-dimension
Through the values they conduct their business by, the
breadth of their offering and ability to tell their story with
relevance and from different perspectives, the world’s
leading B2B brands appeal on multiple levels.
Click to download the Attributes of an Alpha Brand Infographic
10
Honesty
Respect is earned over years but can be lost in
seconds. Those that seek to deliberately mislead
or convey half-truths risk everything.
Branding QA
Getting the answers you need to any branding
project relies on knowing the right questions to
ask in the first place. Branding QA will introduce
you to a way of exploring your brand that will
provide you with the foundations to move forward.
Join our nation
If you are not already signed up to Origin: nation you can register on our
website. Citizenship includes advanced notice and instant access to assets
and tools we create, updates on articles and what we have been up to as
well as other information we think you might find interesting.
Here’s a guide you may find useful:
11
See and share
the infographic
hello@origindesign.uk.com
www.origindesign.uk.com
01494 722211
1 Church Street, Old Amersham, Bucks, HP7 0DB
Let’s get social
Another great way to stay in touch is to
join us on your preferred social channel.
12
Energising 
engaging B2B brands
We create branding, content
marketing and engagement
campaigns that place the customer
at the heart of everything. Integrated,
independent, intelligent, and focused
on measurable outcomes.

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Brand values and the attributes of an alpha brand

  • 2. Energising and engaging B2B brands 01 Most B2B businesses wish their brand had the kudos and clout of an Accenture, Cisco, IBM or Intel. But these brands weren’t always on a pedestal. How did they get there? What attributes is it that these brands share? How do you become an Alpha brand? Alpha in B2Beta
  • 3. Click to download the Attributes of an Alpha Brand Infographic 02 Affinity Maintaining an offering that retains relevance as the audiences’ needs and issues change is key. Great brands anticipate how markets will evolve and develop solutions accordingly. Some will recognise potential far in advance and invest significantly to own a space before it even becomes one.
  • 4. Energising and engaging B2B brands 03 Value Having a unique, distinct and identifiable value brings competitive advantage and differentiation. The buyer can clearly see the benefit of ownership. Generic benefits of productivity, efficiency and reduced costs only get you so far, identifying value where it’s most relevant to the audience gains greater traction.
  • 5. Click to download the Attributes of an Alpha Brand Infographic 04 Clarity Awareness of the brand itself is not enough. Engagement comes through an audience’s understanding of what the brand stands for and the depth and breadth of its offering while remaining true to a clear idea.
  • 6. Energising and engaging B2B brands 05 Logic emotion For a brand to have both emotional and logical appeal is the ultimate combination and brings an immediate advantage. Providing personal and professional value is truly compelling.
  • 7. Click to download the Attributes of an Alpha Brand Infographic 06 Alignment United in the delivery of a shared vision that is understood by all, with everyone empowered to deliver and speak as one – consistency is everything.
  • 8. Energising and engaging B2B brands 07 Personal Great brands believe in the power of the individual – starting with their employees. They are the brand’s ambassadors; they create the ideas that maintain your offering’s relevance and can create the kind of connections that your audience desires.
  • 9. Click to download the Attributes of an Alpha Brand Infographic 08 Prominence Alpha brands are front of mind whenever a contextual requirement is identified. They are the “go-to” brand that the competition has to fight to displace though their offering.
  • 10. Energising and engaging B2B brands 09 Multi-dimension Through the values they conduct their business by, the breadth of their offering and ability to tell their story with relevance and from different perspectives, the world’s leading B2B brands appeal on multiple levels.
  • 11. Click to download the Attributes of an Alpha Brand Infographic 10 Honesty Respect is earned over years but can be lost in seconds. Those that seek to deliberately mislead or convey half-truths risk everything.
  • 12. Branding QA Getting the answers you need to any branding project relies on knowing the right questions to ask in the first place. Branding QA will introduce you to a way of exploring your brand that will provide you with the foundations to move forward. Join our nation If you are not already signed up to Origin: nation you can register on our website. Citizenship includes advanced notice and instant access to assets and tools we create, updates on articles and what we have been up to as well as other information we think you might find interesting. Here’s a guide you may find useful: 11 See and share the infographic
  • 13. hello@origindesign.uk.com www.origindesign.uk.com 01494 722211 1 Church Street, Old Amersham, Bucks, HP7 0DB Let’s get social Another great way to stay in touch is to join us on your preferred social channel. 12 Energising engaging B2B brands We create branding, content marketing and engagement campaigns that place the customer at the heart of everything. Integrated, independent, intelligent, and focused on measurable outcomes.