Inside a B2B Brand Revitalization

Robin Saitz, Chief Marketing Officer, Brainshark

@robinsaitz

While most product brands mainly touch subsets,

corporate brand affects the entire enterprise.

-- Joe Bannon, Author, The People Powered Brand

Your brand reflects:

• What you do and how you do it

• What customers can expect from you

• Quality of your products and services

When it doesn’t, it’s time to change!

The Role of Corporate Brand in B2B Marketing

Your Brand Must Support Your Strategy

What we ARE

Sales and marketing conversations lead with business

issues and value

Target Persona: C-Suite and Executive, Sales and

Marketing

Enterprise solution provider

Solution: Sales productivity

Type of Sale: Enterprise

Target Companies: Scale to net-new companies & upsell

Selecting a Agency

• Experience

• Fresh perspective

• Right-sized

• RFP- Objective

- Timeline and Budget

- Process

• References

Process & Timeline at a Glance

1

INTELLIGENCE

GATHERING

JULY-

AUGUST

2

POSITIONING

DEVELOPMENT

SEPTEMBER -

OCTOBER

3

BRAND IDENTITY

CREATION

NOVEMBER-

DECEMBER

CONTENT

DEVELOPMENT

JANUARY

AND BEYOND

4

Checkpoints: Ensure internal alignment AND board alignment throughout

Intelligence Gathering

Listening to employees, customers

and the marketplace

1

• 20+ internal interviews

• Employee and customer survey

• Experts and analyst outreach

• Competitive analysis

Intelligence Gathering

Use this data to infuse your new brand

Positioning Development

Creation of a strategy and

competitive brand positioning

2

New Brand Positioning

POSITIONING

STATEMENT

WAYS IN &

SUPPORT

PILLARS

CORE VALUES

Concise, internal-facing statement that identifies

our target, frame of reference, point of

differentiation, and value.

The reasons you’re able to deliver on the

positioning statement, and potential conversation

starters when speaking about your brand

The personality traits and values we want your brand to embody from a visual & tonal perspective

Framework Source: Mechanica (www.mechanicausa.com)

Brand Identity Creation

Translation of positioning into a

tagline and visual brand identity

3

What’s in a Brand Identity?

Several iterations of:

• Tagline options

• Logo concepts

• Color palette

• Font treatments

• Patterns/visual cues

• And on and on and on…

“Does it meet our positioning criteria?”

Create Confidence in Your New Brand Identity With Testing

• Build testing into your project plan

• Select a handful of customers and

prospects who meet your target criteria

• Use your agency to conduct a short

qualitative interview to garner reaction

• Adjust accordingly

Content Development

Execution of new brand across

content and campaigns

4

Content Development and Design Execution

Brand & Style Guidelines

Document & Slide Templates

Content Updates

New Brand Content

Business Cards, Gear &

Other Collateral

Website

Sitemap and taxonomy

Copy Development

Wireframes and design

Web Development

Testing, testing, testing

Brand Rollout

Introducing the new brand to

internal and external audiences

Internal Brand Launch

Recruit brand ambassadors

Build anticipation

Anticipate questions

Make it an event!

Inspire your team…

Customer & Analyst Previews

Product Updates

External FAQ

Website Launch

Social Media & Other Public Updates

Brand Campaign

External Brand Launch

Brand Video (https://app.brainshark.com/brainsharkinc/vu?pi=zFTzqDnBxz43Hz0&dm=1)

Robin Saitz

Chief Marketing Officer, Brainshark

@robinsaitz

Questions?