Building from the inside out: how company culture shapes B2B branding
By Dan George, Director, Deputy Head of Brand, Insight and Strategy
I’m sure I’m not alone in admitting to cringing sometimes when I look back at huge epiphanies I had when I was younger that later turned out to be long-established truisms. I distinctly remember thinking I’d originated the idea that “you’ve got to spend money to make money” when playing Monopoly as a kid. Then came “business-to-business is still person-to-person, y’know”.
I shudder. But should I really? The thing with truisms is just that. They’re true. And in the case of B2B-as-P2P, I think we may be even more right than we realize. I might even think that, when thinking about building brands, people are more central to B2B brands than they are to those that serve consumers.
Because when so many B2B brands are delivering a service, their people aren’t just the product, they’re the ones who prove it through their advocacy too. It’s so much easier to grow a brand if your people are on board and a nightmare if they’re not.
That’s why it can be helpful to think about building brands from the inside out.
Too often business leaders see the brand-building process in 2D. They correctly identify the need to triangulate between their customers’ needs and the white space that the competition can’t fill but then just expect their employees to come along for the ride.
Instead, it’s worth putting the work in to really understand your people, what’s special about them that can be applied to serving customers and, crucially, what they want to get out of being a part of the brand.
You can use this insight not only to fine-tune that outward-looking triangulation but, even more importantly, to build a common ethos, set of values and shared identity that get your employees pulling together for customers with genuine commitment to the cause.
Of course, it’s not as simple as just asking the question and moving on. In building a brand, you’re making a series of promises to your customers, your employees and anyone else who engages with you. You’ve got to keep them. Rallying your people is about aligning the company culture with the promises your brand makes.
This calls for ongoing, open engagement over the long term. It means being brave, dropping the armor and showing vulnerability to prove to your people that you’re all on the same team – trusting that they’ll do the same in return. It means demonstrating total commitment to your mission and to sharing success as you accomplish it. And it means working together with your people to define, recognize and reward behaviors that align with your collective values.
Get this right and you won’t have an army of employees, marching towards your goals out of professional duty. You’ll have a bona fide B2B band of brothers and sisters who have each other’s backs and are ready to run the extra mile to realize their shared vision that little bit quicker.
And when you look back in years to come, you’ll recognize another truism: “at its core, a brand is a reflection of the people behind it”.
Key Takeaways
Why should B2B brands focus on employees in branding?
Because employees aren’t just delivering the service—they embody the brand’s values, culture, and mission, making them its most powerful advocates.
How does company culture impact branding?
A strong, aligned culture ensures employees believe in the brand’s mission, creating consistency in customer experiences and reinforcing trust.
What’s the key to turning employees into brand advocates?
Engagement, transparency, and alignment. Employees rally around a brand when they feel valued, included, and inspired by a shared vision.
