1.
Inside a B2B Brand Revitalization
Robin Saitz, Chief Marketing Officer, Brainshark
@robinsaitz

2.
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

3.
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

4.
Selecting a Agency
• Experience
• Fresh perspective
• Right-sized
• RFP
- Objective
- Timeline and Budget
- Process
• References

5.
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

6.
Intelligence Gathering
Listening to employees, customers
and the marketplace
1

7.
• 20+ internal interviews
• Employee and customer survey
• Experts and analyst outreach
• Competitive analysis
Intelligence Gathering
Use this data to infuse your new brand

8.
Positioning Development
Creation of a strategy and
competitive brand positioning
2

9.
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)

10.
Brand Identity Creation
Translation of positioning into a
tagline and visual brand identity
3

11.
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?”

12.
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

13.
Content Development
Execution of new brand across
content and campaigns
4

14.
Content Development and Design Execution
Brand & Style Guidelines
Document & Slide Templates
Content Updates
New Brand Content
Business Cards, Gear &
Other Collateral

15.
Website
Sitemap and taxonomy
Copy Development
Wireframes and design
Web Development
Testing, testing, testing

16.
Brand Rollout
Introducing the new brand to
internal and external audiences

17.
Internal Brand Launch
Recruit brand ambassadors
Build anticipation
Anticipate questions
Make it an event!
Inspire your team…

18.
Customer & Analyst Previews
Product Updates
External FAQ
Website Launch
Social Media & Other Public Updates
Brand Campaign
External Brand Launch

19.
Brand Video
(https://app.brainshark.com/brainsharkinc/vu?pi=zFTzqDnBxz43Hz0&dm=1)

20.
Robin Saitz
Chief Marketing Officer, Brainshark
@robinsaitz
Questions?