Strategy+Design

Working with B2B companies over the years, we noticed similar challenges regardless of the experience or age of the particular business. The challenge we often experience is that senior management teams undervalue the need to build a relevant, competitive brand in the desire to grow the company.

Teaching the C-suite about branding can be a challenging task, many executives tend to focus more on the financial aspects of the business as it’s a known barometer and easier to measure and report. Executives are either sceptical or reluctant to step into the creative lead realm of brand strategy because it’s less rigid and requires levels of understanding about consumers, values and creative elements. What might be missed by that reluctant stance is that branding is critical to the long-term success of any company. In this article, we’ll share some ideas for helping the C-suite understand branding and its importance.

Learn the basics of branding

Start by highlighting the basics of branding. This includes what branding is, how it works, and why it’s important. Understand that branding is not just about creating a logo or tagline, but it’s about creating a perception of the company in the minds of its stakeholders. Once it’s understood that brand strategy is an actual competence of the top companies in business it’s then time to move to more details. 

Showcase the benefits of branding

For executives, there are clear benefits of branding that can be pointed out. This includes improved brand and name recognition, increased customer loyalty, enhanced lead generation results and a competitive advantage in the marketplace. Review examples of companies that have successfully used branding to grow their business and achieve their goals, these examples can help create aspirational goals when the brand strategy activities begin.

Share the impact of branding on financial performance

If members of the C-suite understand that branding can have a significant impact on financial performance, maybe the process of linking branding and company growth will be met with less scepticism. There are many valuable case studies that show how a strong brand can command a premium price, and drive revenue growth. Find and share case studies and data that demonstrate the financial benefits of branding for companies that are actual favourites of the executives to illustrate the connection between successful companies and the effort they have put towards building a strong marketing and branding system.

Be involved in the branding process

Involving senior executives or management in the branding process to help everyone understand the work that goes into building a strong brand is a winning proposition. While some of the work is art, most of the activities involve a deeper understanding of the business and the marketplace. Encourage participation in brand strategy sessions and gather input on brand messaging and visual identity. This will help keep the executive team invested in the branding process and more likely to become an advocate for the work and the meaning of the work.

Finally, teaching the C-suite about branding requires a game plan, and a willingness to educate. Explaining the basics of branding, highlighting its benefits, sharing the impact on financial performance and involving the C-suite in the branding process, will help the C-suite understand the importance of branding and the role it will play in the company’s success.

Our company works with senior management teams all the time, connect with us if you have questions about ramping up the education and experience of the C-suite.