A friend of ours who also happens to be a God of Branding just sent us an article he wrote ten years ago but could have been written yesterday.  He’s Axel Chaldecott, co-founder of HHCL, now the top creative on the global HSBC account at JWT.

The article is called Corporate Branding is Dead and its central metaphor is… well I’ll let Axel say it:

 ”Most CEOs don’t recognise that the way their company is visually represented is in fact the company’s body language.”

Any presentation coach will tell you that your body language speaks louder than your words.  But for most B2B companies, the visual side of their communications is the last thing they think about (if they think about it at all).

As a result, the typical B2B brand slumps into the room, mumbles under its breath, looks down at the floor, picks its nose and scratches its genitalia.

No self-respecting company would hire a salesperson who gave this kind of impression, but thousands are happy to have logos, websites, brochures, data sheets and business cards that do.

Design and visual communication is moving up the agenda at Velocity as we see the value it brings to our clients — especially in an increasingly digital landscape.  As we help our clients present themselves to the world, it would be remiss not to work on the body language, too.

Marketing is communication.

B2B marketing is bad communication.

That’s how your audience thinks about everything you put out.

Their expectations couldn’t be lower.

They’ve waded through thousands of case studies and brochures and web pages from people just like you and IT’S NOT FUN.

Wouldn’t it be nice to surprise them once in a while?

To actually have fun in producing something so people will enjoy reading it?

To take a deep breath (or a deep draught), let your B2B inhibitions slide away and just talk?

Your prospects are begging you: “Do anything you like but please stop BORING me.”

Re-think that email. Pulp that brochure. Reject that ad idea. Aim higher.

Velocity, the B2B technology marketing agency, is happy to welcome the newest recruit to its design department, Lee Hosford.

Lee is a talented designer and photographer with a great eye for type. He’s also a dab hand at Photoshop, Illustrator and all the essential tools of the digital design trade.

Lee comes to us with an honours degree from Southampton Solent University’s highly regarded design department. He also did an internship at Ryan Emo Design & Advertising in Southampton.

On top of all that, he’s a nice guy and a blues fanatic.

“To be honest, design used to be an afterthought at Velocity,” admits Stan Woods, Velocity MD, “The idea comes first.  But as the department grows, we’re discovering  the benefits of integrating design ideas at the very beginning of our thinking.  And we’re doing a lot more brand identity and web design work than ever before.  Lee’s an important part of all this and we’re really glad to have discovered him.”

Velocity is really quite proud to announce the launch of the new website for VNL. As you’ll see, VNL is pioneering ‘microtelecom’, the complete re-engineering of GSM to bring mobile communications to billions of rural users who have never before made a call.

The site has been designed and lovingly hand-coded by Pär Almqvist, VNL’s digital marketing supremo, working with Velocity copy. We think he’s done a fantastic job: it’s clean, clear, inviting and readable.

Take a look and get back to us with your feedback. Pär understands the concept of ‘permanent beta’, so we’re always looking to improve.

Next step: SEO, pay-per-click… and beyond! Not to mention the blog.