Building Brand Identity for a B2B company through Digital Marketing - Case: Chimera Industries Oy

This bachelor’s thesis examines the role of digital marketing in the creation of an online brand identity. The overall purpose of the study is to create a digital marketing strategy for Chimera Industries Oy, a business consulting firm based in Porvoo, Finland. The thesis consists of an introduction, a theory section, a strategy development section, and final discussion. The introduction presents the general idea of the study, background information on the case company and the objectives of this project. The theoretical part discusses the key elements of brand identity, specifically for B2B companies, the practices of a competitor, the potential success factors of a brand identity and digital marketing channel use. The strategy development section describes the process of development and the results of the strategy creation process. The discussion part evaluates the process and the overall usefulness of the study for the company and the thesis author. This thesis provides theoretical and practical insights into components that could improve the success of a B2B brand identity, namely value proposition, organizational attribute, brand personality, symbols, emotional connections, target market customization, and educational aspects. Furthermore, it establishes the most efficient digital channels for B2B online marketing: search engine marketing, website marketing, social media marketing, content marketing, and email marketing. Due to the scope limitations of a thesis, the strategy implementation phase is not included in this thesis. However, the marketing strategy was created based on practical information provided by the case company, and the detailed action plans ensure a smooth implementation. The success factors in this study were drawn from one company’s practices. Thus, they should not be taken as indicative of any general trend in digital marketing and branding