Subtitles section Play video
-
Some people think branding is only about logos and graphics.
-
Branding got its name, after all,
-
when a heated piece of iron met a cow's hide.
-
But B2B branding has become so much more.
-
At Godfrey, we think of your B2B brand
-
as a symbolic representation of your company.
-
From the way you make your products
-
to the way you answer the phone.
-
It's the sum total of everything you do
-
to interact with your customers, your suppliers,
-
your audience, your market, your world.
-
It's shorthand for their total experience.
-
To be most effective, your brand has to stand for something.
-
Represent all that you have to offer a customer.
-
Show your position -- real and aspirational -- in the market.
-
Reflect your values. Say who you really are.
-
It has to come from inside your organization as well as outside.
-
It needs to be captured in the way you treat your people
-
as well as the way you treat your customers.
-
In the office. Across the street. And around the world.
-
It's not once and done. It's day in and day out.
-
Years and even decades.
-
And it's for real.