Why Brand Matters for B2B Organizations

THERESA GOODALL

Video Transcript

Oftentimes, when we’re starting a new engagement with a client in the B2B space, we’ll have someone come in and they’ll say, “Why does brand matter to me?” or “My brand doesn’t matter. I work in B2B. Nobody cares about what I look like,” and this is just not true.

When someone says that to me, I’ll often ask questions about what your employee engagement looks like or Why do you believe that your employees are showing up to work every day? In this day and age, most people aren’t just showing up to get a paycheck.

While that’s really important, more and more employees are looking for companies who have a really well-defined purpose and reason for being. And if you don’t know what your purpose is, the way to define that is through your brand.

Your brand is every touchpoint that employees and the outside world has with your company. It permeates your internal culture. It permeates your marketing, even your corporate communications. Everything is your brand. And if people don’t have an understanding of who you are and what you stand for, your brand is very weak.

So through a branding process, we can help discover what your purpose is and what your unique traits are. And this can help you stand out in the marketplace and create clarity for your employees on what we’re here to do.

So here’s where we’ve seen this come to life.

We have a client in the manufacturing B2B space who was having significant problems with employee retention. And we’ve been working with them for a couple of years and re-imagined their brand and how they show up both in the marketplace and how they’re communicating with employees. And we know that this has been successful because they’re receiving external feedback and they’re getting noticed differently. Employees, customers, sales reps are taking notice of who they are and what they have to say now in a way that they weren’t two years ago.

This shows us when you have a clear brand purpose, that means you have a clear message
on who you are and what you stand for, which is important both to the outside markets and to your employees so they know why they show up to work every day.

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