William Joseph Communications

Harnessing the Power of Cultural Branding for B2B Companies

As we alluded to in our blog post “A Reputation is not a Brand”, a strong brand is a powerful means of establishing and communicating credibility, as well as connecting with customers and prospects. The shortcoming in modern branding is that, except for innovators like IBM and Deloitte, most B2B brands have a static identity that, though often somewhat effective, fails to fully engage audiences in the ever changing, tumultuous environment of the digital age.

Traditional branding attempts to associate a company, product, or service with a set of attributes, benefits, and emotions. This is called mind-share branding. There is also emotional branding—really more of an extension of mind-share branding—which appeals directly to a consumer’s wants, aspirations, and emotional needs.

Mind-share and emotional brand strategies define more objective attributes, such as unique selling propositions, product/service benefits, as well as subjective attributes, such as brand essence, brand attributes and personality, and brand values. They are meant to act as a stable core identity that a brand expresses through all marketing initiatives and messaging. Though more traditional, many of the most powerful brands in the world, such as Coca-Cola, use this form of branding because it provides a solid base that can be communicated down through multiple departments and generations of staff. These strategies work because over time, through consistent messaging, they enable a company to carve out space in a customer’s mind and own certain attributes and associations.

These strategies, focused on establishing and developing a stable base, are limited in the modern era of strategy, which demands improvisation and adaptability. A society’s attitude towards a certain topic can shift in an instant and people’s attention flows from one fashionable topic to the next. The world is turbulent and any strategy, brand-related or otherwise, must be malleable and agile. A traditional brand can still survive and do quite well in this environment, but to truly excel and capture the interest of audiences it must engage with current ideology and conversations with a clear, focused perspective. This is cultural branding.

According to Douglas Holt, CEO of Cultural Strategy Group, cultural brand strategies should create and perform an identity myth, which are myths that address the most important social tensions of a nation (How Brands Become Icons, Holt 2004). Dove is one example of a company that has excelled at this. Since 2000, Dove has committed itself to targeting flashpoint cultural issues or discussions. Its brand is now less of the series of attributes it used to be—gentle, mild, honest, clean, and authentic—and more the ideologies it has promoted. Dove’s Real Body campaign did not start the movement towards real beauty and acceptance of one’s body, but it took hold of it and broadcast it. As a result, Dove is no longer the cleanser that is gentle on sensitive skin, but the personal care brand bound with healthy body image and self-esteem.

This form of branding can seem risky as it requires a company to take a stance on a potentially contentious topic and perhaps alienate some potential or prospective customers, but as Michael Porter said, “the essence of strategy is choosing what not to do.” A key step in selling a product or service is deciding what it is and is not by positioning it relative to the competition. By engaging in a discussion with a clear perspective, companies can more easily define themselves and stand out.

We believe more traditional branding is still an essential base, but companies can build on that traditional base with creative campaigns that tap into and seek to direct ideologies. Mindshare branding is meant to be a timeless base. To be constant, the brand must be more abstract, and not directly aligned with any one time. Cultural branding principles can help activate a brand in the present cultural context, without compromising its ahistorical core. Those principles allow a brand to shift organically while remaining true to the base brand.

What can less consumer focused businesses learn from this? Don’t be afraid to stand for something. Keep your ears open for important discussions or movements related to your industry and use them to promote an ideology that is consistent with your core brand. Talk about what your core audience or niche cares about now. Move culture in your industry forward. Influence or disrupt the prevalent ideology.

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Monday, March 18th, 2019 at 11:50am
We're so happy to work with incredible organizations such as @ChoirsRedDeer and it looks like the feeling is mutual. Thanks for the kind words!

Learn more about the brand we created for CRD! https://t.co/kQFDDd8ktZ https://t.co/P2bjUcSien
wj_agency photo
Sunday, March 17th, 2019 at 7:00am
We hope you enjoy St.Patrick's Day today! Remember, be responsible! #thinklucky https://t.co/JEf2wmdTuG wj_agency photo
Thursday, March 14th, 2019 at 12:01pm
Senior Strategist Erin will be in Grande Prairie on March 19, 11:30AM for her Marketing for Non-Profits sesh.

https://t.co/W7jBdOhYN2 https://t.co/Q5O6dfuUqT
Wednesday, March 13th, 2019 at 2:25pm
Ryan's Roundup is coming to #YXE! Join us for a night of good times filled with drinks and networking at @HudsonsPub from 4-6PM on March 15th - let's start those St. Patrick's Day celebrations early! https://t.co/uDZRbDsld3 https://t.co/uKDjjVMw3s wj_agency photo
Monday, March 11th, 2019 at 1:16pm
March 19th at 11:30 am. #GrandePrairie, our Marketing for Non-Profits WJU session is coming to you! Learn how to make your non-profit stand up and stand out. https://t.co/W7jBdOhYN2


William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsMonday, March 18th, 2019 at 2:23pm
We're so happy to work with incredible organizations such as Choirs Red Deer and it looks like the feeling is mutual. Thanks for the kind words!

Check out the link to learn more about the brand we created for CRD!

William Joseph Communications
William Joseph CommunicationsSunday, March 17th, 2019 at 10:00am
We hope you enjoy St.Patrick's Day today! Remember, be responsible! #thinklucky
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 10:34pm
A big shout out to everyone that came out tonight to Ryan’s Roundup in Saskatoon. Let’s keep the spirit alive and do it again! Good folks make the world go round!
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 10:33pm
Over a year ago our branding and marketing strategy work started for Excel Health. Tonight, all our hard work takes centre stage at the grand opening. Congrats to such a visionary group of individuals on building such an amazing clinic.
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 3:09pm
We got into the St.Patrick’s Day spirit a couple days early at the office!


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