Four months ago, I was fortunate enough to join a Calgary-based branding and communications firm in a business development role. I’d spent the past ten years selling B2B in Calgary, and this opportunity allowed me to combine that experience with a long-standing fascination for marketing.
I had studied marketing years ago, but I’d never worked inside a firm like this one. I was eager to learn.
The first thing I learned?
I have a lot to learn.
Thankfully, my role here isn’t to be the branding expert. My role is to find businesses that can benefit from the experts we already have.
What I’ve Learned So Far
I quickly learned that there’s a massive difference between creating something that looks good, funky logos, catchy taglines, attention-grabbing visuals, and creating work that’s effective.
In our office, if you want to contribute to creative discussions, you have to explain why something works or doesn’t. How does it make the audience feel? What could make it more effective? Why?
If you respond with “I like it” or “it looks good,” our Principal will give you that look, the one that clearly says, Did you really just say that?
I’ve learned that proper branding matters just as much in B2B as it does in B2C—if not more so. Despite the label, B2B is always P2P: person to person.
I’ve learned that most companies aren’t actually clear about who they are. After reviewing countless websites, it’s obvious that many businesses don’t truly understand why customers buy from them. They say the same things their competitors say. They sit safely in the middle, unwilling to stand out.
When everyone says the same thing, how is the market supposed to decide what’s valuable?
I’ve learned that platitudes don’t help.
“You’ll always exceed expectations.”
“World-class solutions.”
“On time and on budget.”
“Industry leader for 30 years.”
Sound familiar?
I’m learning that positioning isn’t what you do to a product—it’s what you do to the minds of a target market.
I’ve observed that our interactive, box-shaped business cards are incredibly effective at breaking the ice.
I’ve learned that many companies try to be all things to all people. Websites, brochures, and trade show booths overflow with features and benefits, most of which the market doesn’t actually care about. And too often, companies aren’t willing to invest in finding out which ones truly matter.
I’ve learned that receptionists aren’t the only gatekeepers.
While I’ve met many talented marketing professionals, some unintentionally block access to the C-suite, the people ultimately responsible for a company’s brand. That said, we also work with some very wise marketing directors and brand managers who understand the value of letting us through the door.
They recognize that working with a branding firm doesn’t take control away from them, it gives them clarity, confidence, and tools they can lead with internally and externally.
Win-win.
I’ve learned that we’re not the right fit for every company.
And that’s okay.
In four months, I’ve learned a lot—but I’m still not a branding expert. I don’t have decades of behavioral psychology study or years of deep industry immersion behind me. What I do have is the privilege of learning every day, sitting in thoughtful conversations, and engaging with people who take this work seriously.
My role is to go out, talk to businesses, understand what they do and what they hope to do, and together determine whether we can add value. And when it’s time, I bring them to the experts.
If you’re curious whether clarity could help your business, contact us.
