Rebranding Best Practices for B2B Tech Companies in 2022

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There are endless reasons that a company would decide to launch a rebrand. From redesigning your look and feel to transitioning the tone of your messaging, a rebrand can refresh the way your company is perceived from a customer- and competitor-standpoint. Though no easy task, a great rebrand can do wonders for your company. Including:

  • Differentiation: The B2B tech market is oversaturated. Re-evaluating your messaging, tone, and look can give you a leg up on the competition. 
  • Audience growth: Reshaping the way your company presents itself can attract new audiences. Something as seemingly simple as a new color palette can catch the eye of a prospective customer or partner.   
  • Redefine your image: If your company has been around for a long time or it’s been decades since you’ve thought about your company’s identity, it may be time to think about a rebrand. A rebrand gives you the ability to reinvent your company as a modern leader in innovation. 

Standing out in the oversaturated B2B tech market can be a daunting task. Rebranding allows you to shift the perception and tone of your company to reach your customers in a real and engaging way. In the wake of the pandemic, customers are craving authenticity from the brands they interact with and there are some simple ways to connect more actively with your audience. Utilizing less stock imagery and more photos of humans is a great start. Techy stock photos can come across as cold and outdated. A simple swap for a human using and enjoying that piece of tech is a much more engaging display. Also, putting your words into action through the use of video, like finding an innovative approach to the traditional explainer video or product overview, can help a company stand really out in the market.

When to Rebrand

There are so many factors to take into consideration when rebranding a company. The biggest red flag being that your company's look, vision, and mission are no longer reflected in your branding. If this is the case, it’s time to rethink how you are presenting yourself to the world. 

If you’re considering a rebrand, it’s good to start out with an internal audit of your branding materials. Getting a birds-eye view of your brand as it compares to your competitors can have a great impact on whether you move forward with a complete or partial rebrand. Do you need to revise your overall voice and tone? If so, you might want to consider a full rebrand. For those that just need a visual refresh, a partial refresh is a great place to start ! Our number one tip for deciding to move forward with any level of rebrand is to have a crystal clear purpose and objective. 

This is just the tip of the iceberg when it comes to rebranding. Let’s dive into the top design and branding trends that we anticipate for 2022.

Trends in B2B Rebranding in 2022

Trends are constantly changing. When going into a rebrand, it’s critical to keep up with industry-wide expectations and what will set your brand apart. Here are our predictions for the top design and branding trends for this year.

Simplified Symbols

The days of the complex logo are over. Simplicity and flexibility are the new best practices. Make sure that your logo can be implemented across both print and digital mediums for maximum exposure.

Simple Symbols - Slack



Hand-drawn elements, playful animations, bold colors, and 90’s design styles will be very prominent. Don’t be afraid to have a little bit of fun with your rebranding in 2022. 

Playfulness - Mailchimp Playfulness - Mailchimp_2






3D Meets 2D

Previously, it was best practice to stick to a flat design for a logo, but in 2022 we’re seeing both flat and 3D elements working together to create something visually striking and engaging.

3D Meets 2D - Meta

Inclusive Visuals

Being mindful of representation within your branding collateral will be a huge design and branding trend for the coming year. This paints a picture of your company culture and dedication to baking inclusion into your brand.

Inclusive Visuals - Airbnb

Looking for a trusted branding partner that will keep up with these trends for you? Get in touch with us.

Posted In: brand strategy
Ashley McGuckin

Ashley McGuckin

Parasailing over the rainforest is the perfect warmup lap for a dynamic role as a Creative Director at a fast-growing digital marketing company. Just ask Ashley. Her artist’s eye and positive nature (it’s rare not to catch her smiling) are embraced at Beacon Digital, where she creates sophisticated print, digital, and marketing design solutions. Whether it’s brand identity design, websites, or advertisements, Ashley’s attention to detail and eye for design lead to stunning results. Ashley brings over 10 years of design experience to Beacon Digital, including as Beacon’s first Art Director. She previously worked for one of the top global lottery and gaming companies where she translated project stakeholders’ messaging into an accessible visual language.