Diagram toolkits: The unsung hero of better B2B marketing
- Ian Morris
- May 30
- 5 min read
Updated: Jun 2
It might not be the most glamorous part of your marketing and sales mix, but diagrams sit quietly at the heart of many high-performing businesses, especially in the tech world.
If you’ve ever tried explaining complex ideas or systems, you already know that a good diagram can do the heavy lifting. It simplifies. It sharpens understanding. And it lets your audience “get it” fast, without needing to read a white paper or sit through a 40-minute demo.
For any brand, trust is built through consistency, not complexity. Good diagram design reinforces that principle. Ask yourself:
Can our audience understand this in under five seconds?
Are our diagrams consistently aligned with our brand guidelines and quality standards?
We’ve created editable Diagram Toolkits for many of our B2B clients, especially in SaaS and tech. But they’re just as useful for healthcare, legal, education, and non-profit sectors. Any team sharing ideas, explaining systems, or pitching processes will benefit.
Done right, a diagram toolkit gives your team full creative control, without sacrificing brand integrity. Users can adjust layouts, update content, and remix what they need, but they can’t go rogue with colours, fonts, or weird icon choices.
Honestly, we didn’t expect to write a whole article on this, but it’s become a quiet hero in our toolkit. So here it is: what a diagram toolkit is, how to create one, and yep – how we can help. It's time to help get your ideas across in style.
What can I create with a diagram toolkit?
Think networks, processes, structures, and models. But don’t stop there.
Diagrams can be used in almost every corner of your organisation – marketing, sales, product, HR, operations – anywhere ideas need to be communicated clearly and persuasively, internally or externally.
Why are diagrams useful in marketing?
Because clarity sells. Whether you’re selling a product, a service, or just an idea, diagrams help people understand the value faster.
Marketing is a game of attention. Visual diagrams break through cognitive clutter and let you show – not just tell – how something works, how it fits together, or why it matters.
They:
Turn complex concepts into visual stories (ideal for pitches, decks, landing pages).
Create visual hooks that stick better in memory than paragraphs of copy.
Speed up understanding for audiences who are short on time and easily distracted.
Boost perceived professionalism – a clean, branded diagram feels like “premium” thinking, building credibility.
Enable team-wide consistency, so everyone’s explaining your offer the same way.
In a world of skimming and scrolling, diagrams are your visual elevator pitch.
Why is consistency important in diagram design?
All too often, we see diagrams that look like they’ve been built by someone who definitely didn’t graduate in design (no offence—it’s just not their job). Wonky arrows, clashing colours, pixelated icons, squashed fonts… the works.
The result? A Frankenstein’s monster of visual noise that undermines your message– and your brand.
But give your team a beautifully branded, easy-to-use diagram toolkit, and magic happens. Not only does the message get through, it looks the part. You gain credibility without even trying.
What software can diagram toolkits be created in?
We create diagram toolkits for the three tools that most marketing and sales teams already use:
Microsoft PowerPoint
Google Slides
Canva
That means there’s no steep learning curve. Just copy, adapt, and drop into your project. Job done.
What to include in a diagram toolkit file
1. Branded icons
A curated set of icons tailored to your business:
Technologies (e.g. cloud, AI, automation)
Business functions (e.g. HR, finance, ops)
User types (e.g. customer, partner, admin)
Action/utility icons (e.g. play, stop, data flow)
All in consistent style, colour, and line weight
Include both filled and outline versions, if applicable
Why? Icons act as the building blocks of visual language – using a consistent set avoids visual noise and reinforces brand recognition.
2. Connectors and flow elements
A variety of arrows, lines, and paths:
Straight, curved, dotted, directional, branching
With or without text labels
Include preset styles with consistent thickness, arrowheads, and colour
Why? These are essential for illustrating flow, relationships, and processes—and they’re often the messiest bit when left unstandardised.
3. Shapes and panels
A bank of core shapes:
Circles, squares, rectangles, diamonds, hexagons
Styled for Venn diagrams, pyramids, grids, step sequences
Include containers/panels:
For grouping content or sectioning a diagram
Use brand colour tints and secondary colours for variety
Why? These provide the framework – literally – allowing your people to design all kinds of structures, from simple flows to more complex systems.
4. Typography elements
Pre-set text styles with correct:
Font family
Size hierarchy (title, subhead, body)
Colour usage
Alignment and spacing
Suggested uses:
Diagram titles
Step labels
Annotations
Captions
Why? Inconsistent text breaks a diagram’s clarity fast. These styles help keep things tidy, readable, and brand-compliant.
5. Illustrations (optional)
Branded, on-style illustrations:
People, scenes, or abstract elements
Vectors or SVGs with editable colours
Use sparingly and purposefully to add personality or context
Why? If illustration is part of your visual identity, including a few core assets gives users the freedom to add flair, without drifting off-brand.
6. Example diagrams/templates
A handful of pre-built diagrams:
Process flow
Feature comparison
Funnel
Ecosystem map
Strategy model
Each example should demonstrate:
How the elements come together
Proper layout, spacing, and style
Notes or overlays to explain best practice
Why? This is the “show, don’t tell” part – examples teach users how to build great-looking diagrams by example, not guesswork.
7. Instructions & usage notes
A slide or page with:
Quick how-to guidance
File usage do’s and don’ts
Your brand colours for quick selection (with colour values if needed)
Tips for adapting vs. breaking the design system
Why? It helps onboard new users quickly and keeps the toolkit usable long after handover.
How to create a brand diagram toolkit
If you’re a marketer with a decent eye for design, you could DIY your own toolkit. Here’s how:
Gather all existing diagrams from across the business.
Audit the chaos – what’s working, what’s not, and what’s inconsistent?
Define your standards using your brand guidelines: colours, fonts, iconography, and layout rules.
Create a master library in your preferred tool.
Design sample templates to set the standard and show what ‘great’ looks like.
Roll it out and train your team – a quick onboarding call goes a long way.
Manage the change – review what people create, offer feedback, and prevent bad habits from creeping back.
Want to hand over the heavy lifting? That’s what we’re here for. We’ll guide you through the process – from audit to design and implementation.
Threerooms: a specialist brand and design agency for tech-centred and people-driven companies
Threerooms, a multi-award-winning branding agency, has dedicated over 20 years to optimising brands and helping businesses stand out and succeed. Whether crafting new brands or helping marketing teams succeed, our team is committed to delivering great work to help you reach your goals.
Read more: What is a branding agency? Their role and benefits
