Brand isn’t Monkey Business (Unless it is)
Historically, B2B companies rely on touting new products and features via sales teams and marketing initiatives to drive growth.
However, today, prospects and customers are deprioritizing those traditional sales relationships and marketing tactics. 77% of B2B customers say they do extensive online research before purchasing, and the sales rep is now the fourth source of information about a company’s product. And according to a recent Forrester report, 69% of millennials find marketing material extraneous.
New generations of customers expect more. They demand digital-first experiences, values-driven brands, and seamless customer service. They hold significant purchasing power (73% of millennials make B2B purchasing decisions, and 44% are the final decision makers)
And they care about more than just the product(s). 80% of customers feel that the experience a company provides is as essential as its products/services. The stakes are high; expectations are higher.
As B2B businesses face younger, digitally savvy customers, the need to shift to operating with a brand-led mindset has never been more apparent.
What does it mean to be brand-led?
A brand-led B2B company places its brand, not its products, at the center of its business strategy. Its purpose, identity, and values drive all business decisions, actions, and interactions—from marketing and sales to pricing, product development, customer service, and company culture. The company no longer relies on product features & functions or sales tactics to differentiate itself; instead, it builds its entire value proposition around the brand's promise and reputation. The brand is considered a long-term investment rather than a one-time marketing campaign.
To be a brand-led business, you need to:
Place brand at the core
A brand-led B2B company has a clearly defined purpose and core values that inform everything it does. These are more than statements about its products or services—they’re why the company exists and wants to impact its customers and industry.* They should permeate every level and department of the organization, not just the marketing department. They guide decision-making, ensuring the company consistently aligns with its purpose in every action and touchpoint.
Placing the brand at the core also ensures internal alignment. Employees know how and want to represent the brand’s vision, values, and goals. This creates a cohesive company culture where everyone, from the CEO to the interns, understands the brand’s purpose and strives to reflect it in their day-to-day work.
*(If you can’t answer these questions, your company will never reach its potential.)
Unify customer and employee experience
Placing your brand at the core requires a deep understanding of customer and employee needs and conveys a commitment to consistently exceeding expectations. Too often, decisions are made based on gut feeling or “the way it’s always been done” rather than talking to those who will benefit from different solutions or changes.
Specific to employee experience, whether it’s an internal email, how you handle performance improvement plans, or how employees relate to each other, a brand-led company ensures its purpose and values guide the culture. Consistently telling and living your story helps build trust and recognition and reinforces the brand’s value in the marketplace and the breakroom.
Embrace a long-term focus
With trust comes the ability to focus less on short-term gains and more on long-term impressions. Building a strong brand takes time and requires investment in developing loyalty and meaningful customer relationships. This is especially true in B2B, as deals may take several months to close. Or they may be put on indefinite pause as a prospect may be locked into a contract with another vendor.
Understanding the long-lasting impression a brand makes and designing strategies with sustainability in mind is essential. This will ensure the brand remains relevant and valuable for years—and when people are ready to buy.
95% of your potential buyers aren’t ready to buy today. These 95% are “out-market” today, but will be “in-market” sometime in the future.”
LinkedIn Marketing Solutions
When brand really is monkey business
When Mailchimp’s founders decided to pursue their side project as a real business in 2007, they were up against Constant Contact, an email marketing firm 50 times their size that had just gone public. How would this upstart take on an industry giant?
Leveraging its brand, Mailchimp embraced the idea that it existed to delight and support small businesses as an alternative to the oversized, costly software used by the rest of the industry.
“Mailchimp strives to create a culture that empowers a humble, creative, and independent workforce. We are passionate about our small business customers and believe collaboration and creativity are powerful tools to help them realize their dreams.”
— Mailchimp website
How did that show up in practice? It’s everywhere you look. To name a few…
Mailchimp embraced a quirky name & logo—a playful chimp who delivers your mail to exude an approachable persona to resonate as a helper to small businesses
Mailchimp’s office was centered on fun and creativity, with Freddie prominently displayed. Freddie was everywhere because he represents the playful mood that has helped Mailchimp attract modern small business owners
Mailchimp’s free email marketing tier allowed customers to create campaigns without upfront costs. The ability to send a limited number of emails monthly enabled low-risk experimentation, empowering small businesses and leveling the playing field with larger enterprises.
Ran creative marketing campaigns—such as MailShrimp, which capitalized on mispronunciations of their company name.
Their swag collection captivated fans and fostered community. Various merchandise featuring playful versions of Freddie served as both a marketing tool and a way to connect with the audience. Each iteration of the T-shirts embodied the brand's personality, enhanced recognition, and strengthened loyalty.
The culture emphasized inclusivity, creativity, and collaboration—hallmarks of small businesses. The company motto was “Listen hard, change fast,” which permitted you to be wrong and facilitated growth among everyone involved. Encouraging expression and innovation fostered creativity in product development and marketing.
Their UI was designed to embody the brand's personality, making it easily recognizable and user-friendly. The vibrant colors, playful typography, and intuitive navigation reflected the approachable and friendly brand. If you’re going to live in the platform, it might as well be fun.
Their relationship-building ethos is reflected in their approachable and friendly brand voice & copy, which helps demystify complex marketing topics for non-marketing users
Although highly controversial among many of the former employees, Mailchimp ultimately accepted an acquisition offer from Intuit, a company that also focuses on small businesses, which reinforced its identity. The founders' decision to sell aside, you have to respect that they sold to a company with shared values and a focus on small businesses.
Mailchimp’s brand-led approach was not just about using a funny name or having a monkey mascot—it aligned every aspect of its business with the promise of empowering small businesses in a fun, approachable way.
By embracing a brand-led mindset, Mailchimp quickly outpaced competitors who focused on features. They fostered a compelling brand experience and, in the process, changed how people perceive them and their industry.
For a B2B company to be genuinely brand-led, it must see its brand as more than just a marketing project—it must weave it into its fabric and live it out every day. By aligning every decision, interaction, and strategy with the brand’s core values and purpose, a brand-led B2B company can build stronger, more meaningful relationships with its customers, differentiate itself in the market, and set itself up for long-term success.