Targeted brands are more successful than non-brands – they strive above all to make the world a better place.
The fastest-growing B2B companies in recent years have greatly increased their clarity and commitment to what they stand for, differentiating them from the competition and practically everything they do (or high-performing managers).
But don’t just analyze your external habits. Excellent B2B brands are built in-house. And they are guided by a common and unifying goal of the brand.
If you thought that the brand was only important for B2C’s success, think again. Branding goals are usually associated only with consumers, but B2B companies realize that the goal is important not only for individual consumers but also for their customers. Mirella Vitale, senior director of marketing, communications, and public relations at Rockwool Group, said: “Everyone has a purpose. And every buyer.”
How do B2B companies relate to internal culture?
The internal culture weighs heavily on brands to maintain their commitment to the cause, and this can be especially evident in B2B businesses, where the brand’s goals are often expressed by its employees. In fact, the failure of so many B2B brands can easily be attributed to a misunderstanding, abandonment, or failure of the internal culture.
Promoting a healthy internal culture is one of the best ways for a brand to promote its business. Smart brands realize that when they take care of the internal culture, the fulfillment of goals, the customer experience, and the success of the brand take care of themselves.
A good brand promotes a culture
While a healthy culture can promote a brand’s purpose, a meaningful and authentic goal can build a healthy internal brand culture. According to a 2020 study on B2B branding goals published by the National Advertisingers Association (ANA), Carol Cone On Purpose, and Harris Poll, an authentic goal can form the cultural agenda to influence behavior, set standards, and be transparent and create an environment. the important shape of the work environment. “
Your branding goal should guide everything you and your team do and, of course, it will also attract people to your brand. Define a brand that people can notice internally and externally.
Buy in the main C suite.
Brand leadership can help promote the implementation and acceptance of the brand objective and create a more open and natural discussion about it.
According to the ANA report, Carol Cone On Purpose and The Harris Poll, 82% of top management speaks openly to employees about the purpose of their organization, while 76% of top management speaks to external stakeholders (suppliers, consumers, communities ). about the purpose of the conversation.
Responsibility of the employee’s stakeholders
The report also states that “employees are the priority group for B2B purposes, followed by customers, shareholders, communities, future talent, and the supply chain.” To be authentic and effective, the employee (the culture) must be managed.
Even with the most dynamic and inspiring CEO at the helm of your brand, brand goals are ultimately driven internally by employees and the work culture they live in every day. If everyone is on board with your brand goal, from the CEO to inexperienced employees, working together in a healthy internal culture – in a general movement, “He is bigger than all of us” – then that is the real goal of meaning. work and unite your brand, it will shine with greater external visibility.