Five Things Your B2B Brand Should Do to Evaluate Design

Is design subjective? Sure. But that’s no reason to accept second-rate design for your brand. That said, even if you’re already all in on encouraging (and demanding) good design, it’s not always so easy to evaluate something that is subjective.

Good design isn’t just about making things look great; it’s about making your brand shine, connecting with your audience, and driving real results. So getting it right matters.

Every B2B brand should have guidelines, and they should be followed, but that’s table stakes. As creative strategy experts, we recommend that you focus on audience alignment, innovation, emotion, and performance when evaluating creative design work. Check out the strategies below, including info about the importance of the customer journey stage and how AI and neuro-assessment tools can help you fine-tune your creative before it goes live.

Design evaluation strategies: When evaluating your B2B brand’s design work, ask yourself these five questions, and be honest with yourself when answering.

1. Does your design align with your audience?

What to look for:

• Know your audience. Does the design address your target audience’s needs and pain points? In the B2B world, this means understanding their industry lingo, business challenges, and how they make decisions.
• Clear messaging. Is your message clear and compelling? Your audience should quickly grasp what you’re offering and why it matters to them.

How to measure:

• Engagement rates. Check out the click-through rates, time spent on the page, and other engagement metrics. These will tell you if the creative is hitting the mark.
• Feedback. Get feedback straight from the horse’s mouth—your audience. Use focus groups, surveys, or feedback forms to gather insights.

2. Does your design support your customer journey considerations?

What to look for:

• Journey stage. Is the design and format appropriate for the specific stage of the customer journey—awareness, consideration, decision, or postpurchase? Each stage requires a different approach to messaging and engagement.
• Role of content. What role is the creative asset supposed to serve? Is it to attract new prospects, nurture leads, close deals, or retain customers? The purpose should be crystal clear.

How to measure:

• Journey metrics. Track how well the creative moves prospects through the funnel, using metrics like lead generation, engagement rates, and conversion rates at each stage.
• Purpose fulfillment. Use analytics to see if the creative is achieving its intended role, whether that’s increasing awareness, generating leads, or driving sales.

3. How innovative and creative is your design?

What to look for:

• Stand out. Does your design differentiate compared to your competitors? Innovative designs grab attention and set your brand apart.
• Versatility. Can the design work across different platforms and formats? A flexible design system ensures your brand stays consistent everywhere.

How to measure:

• Competitor check. Keep an eye on what your competitors are doing. Make sure your design stays unique and ahead of the game.
• Market buzz. Monitor social media and other channels to see how people are responding to your creative campaigns.

4. Are you effectively using emotion and storytelling?

What to look for:

• Emotional hook. Does the design make your audience feel something? In B2B, building trust, reliability, and even excitement can be game-changing.
• Storytelling. Does your design tell a story that aligns with your brand’s values? Good stories make your brand more relatable and memorable.

How to measure:

• Emotional metrics. Use surveys or sentiment analysis tools to gauge how your audience feels about your design.
• Brand sentiment. Track changes in how people perceive your brand over time. Are your designs influencing emotions the way you want them to?

5. Does your design support your performance and ROI objectives?

What to look for:

• Goal oriented. Is the design aligned with your campaign goals, like lead generation, brand awareness, or customer retention?
• Strong CTA. Does the design include a clear and compelling call to action? It should drive your audience to take the next step.

How to measure:

• Conversion rates. Keep an eye on conversions, lead generation, and other key performance indicators (KPIs) to see if the design is working.
• ROI. Compare the cost of the creative work against the revenue or value it generates. This will help you understand the return on your investment.

Testing with AI and neuro-assessment tools

Before you even implement your creative, it’s a great idea to test it using AI and neuro- assessment tools. These tools can help predict how your audience will respond to your design and messaging.

What you gain by testing:

• Predictive insights. AI tools can analyze visual and textual elements to predict engagement and emotional responses.
• Neuro assessment. These tools assess how your design impacts viewers on a neurological level, ensuring that your creative resonates on a deeper emotional plane.

How you can test:

• AI analysis. Use AI tools to test various design elements and messages. This can help you tweak your creative for maximum impact before launch.
• Neuro feedback. Implement AI neuro-assessment tools to get feedback on how your audience’s brains react to your design. This can provide insights into how effectively your design communicates and engages. This process can get to insights fast and help enroll all your stakeholders by having the data to back up opinions.

The big takeaways

Evaluating creative design work for your B2B brand doesn’t have to be daunting. By focusing on audience alignment, customer journey considerations, innovation, emotion, and performance—and incorporating AI and neuro-assessment tools—you can ensure your designs do their job: look good (of course) and deliver results (absolutely). Remember, while brand alignment is essential, it’s these other elements that truly make your creative efforts stand out and succeed. Keep these tips in mind, and you’ll be well on your way to creating designs that elevate your brand and drive success.

 

Happy evaluating! If you’d like to talk more about creative strategy, please reach out. Schedule a meeting