As more and more Chinese B2B manufacturers venture into international markets, the globalization of Chinese manufacturing has transitioned from initial exploration to a phase of high-quality development. LinkedIn, the world’s largest professional networking platform, has become a crucial channel for showcasing brand image and attracting target audiences.

The visual presentation on a company’s LinkedIn page also plays a significant role in attracting target audiences and conveying brand identity (as discussed in our previous article on LinkedIn topic selection strategies). By observing leading B2B companies such as JA Solar, Mindray, and Wanhua Chemical across different industries, we have distilled the following insights and guidelines:

1. Application of Brand Consistency

Brand consistency in visual presentation is the foundation of a company’s LinkedIn page and a key element in brand building. Elements such as logos, colors, fonts, auxiliary graphics, and image layouts should align with the overall brand image. This consistency helps establish and reinforce a clear brand identity in the minds of the audience, enhancing the company’s professionalism and reliability.

Examples:

All three leading companies maintain a clear and consistent brand identity on their LinkedIn pages, utilizing prominent logos, uniform color schemes, and cohesive font styles to reinforce their brand image.

To enrich your company’s visual presence on LinkedIn, consider creating thematic and series-based designs. Use similar layouts, color schemes, and design elements to maintain a consistent visual style.

JA Solar uses themed posters for special events, such as the Olympics, emphasizing the connection between projects and the Olympic spirit. Their regular visual content is distinguished by color and layout, allowing for differentiation among company milestones, projects, and ESG practices, thereby ensuring coherence within each theme. This approach lowers the barrier for brand recognition, which is particularly important for B2B companies aiming to convey professionalism through a systematic presentation.

Wanhua Chemical also adopts series-based visual content on LinkedIn, linking product applications to Olympic sports scenes. This strategy helps audiences better understand the practical applications of their products, fostering a stronger sense of identity and affinity by positively associating with the Olympics.

2. Simplifying Complex Information

In visual design, simplicity and clarity are key to capturing the attention of target audiences. When B2B companies post content on LinkedIn, they often need to convey complex technical information or data. Many struggle to effectively spotlight their products or brands, resulting in presentations that are either overly casual, disorganized, or excessively detailed and dull. This is a common challenge faced by companies looking to optimize their LinkedIn presence.

Let’s look at how these companies address the challenge:

Examples:

JA Solar cleverly uses videos, featuring interviews with representatives from third-party testing institutions to showcase authoritative certifications. This approach is more memorable and credible than lengthy technical write-ups or complex test data.

Mindray employs infographics to structure complex information, making it easier to understand and enhancing the effectiveness of information dissemination.

3. Incorporating Humanization

Integrating more emotional and cultural elements into visuals can significantly enhance the reach and depth of engagement with LinkedIn audiences. To create a brand that inspires communication, connection, and collaboration, it’s essential to complement a professional and credible image with humanized and emotionally resonant visual expressions.

JA Solar highlights brand warmth and humanity by showcasing team activities, employee care, and customer feedback. These visuals demonstrate corporate culture and values, strengthening the audience’s trust in the brand and willingness to collaborate.

Mindray demonstrates its social responsibility and humanitarian concern through charitable activities and surgical equipment donations. This approach helps Mindray establish a warm brand image on LinkedIn, reducing barriers to trust among international audiences.

Conclusion

On the global platform of LinkedIn, the visual presentation of B2B companies is not only a direct representation of brand identity but also a vital means of attracting target audiences and facilitating communication and collaboration. By maintaining brand consistency, simplifying complex information, and incorporating humanization, companies can create a professional yet warm brand image on LinkedIn, stimulating the desire for partnership and further driving success in international markets.

Moving forward, companies should continually refine and innovate their visual presentation strategies to meet evolving market demands and audience expectations, thereby gaining more attention and trust on the global stage.

 As a senior cross-border communication service provider, Landelion can provide a series of services such as overseas brand marketing and visual content design for overseas enterprises. If you have any needs, please feel free to call +86 400 097 8816 or send an email to marketing@landelion.com Contact us.