Zendesk first caught our attention while we were collecting examples of effective B2B communication. They’ve stayed on our radar ever since, not because we own shares (we don’t), but because they’ve built a genuinely strong and consistent brand story.
So what makes that story work so well? Here are three reasons.
Consistency in Message
From day one, Zendesk has communicated a clear mission: leverage technology to improve the customer service experience by bringing companies and their customers closer together.
They do it with clarity, simplicity, and a sense of humor. A quick look at their video content, even pieces created years ago, shows how little their message has drifted. The core idea remains relevant, approachable, and easy to understand.
The customer is always the hero. Zendesk positions itself as the quiet enabler in the background, facilitating better relationships rather than stealing the spotlight. That message has been delivered consistently since the beginning, and it shows.
A Strong Sense of Culture
When people think of branding, they often jump straight to logos, color palettes, or visual systems. Far less attention is paid to what’s happening inside an organization, and that’s a missed opportunity.
Internal culture is every bit as important as external presentation. A strong internal brand attracts talent, builds pride, and creates a sense of ownership among employees. Zendesk is a great example of this alignment. Employee reviews consistently point to a positive work environment, suggesting that the internal perception of the brand is just as strong as the external one.
That alignment matters. Brands that live their values internally tend to deliver better experiences externally.
Memorable for the Right Reasons
It’s hard not to smile when visiting the Zendesk website. Whether it was the playful visuals on their homepage or the now-famous diver and spaceman videos, the tone is unmistakable: this is a company that genuinely enjoys helping people.
That emotional attitude comes through clearly, and it resonates. Customer support software isn’t typically considered exciting, yet Zendesk has managed to make it feel human, relatable, and even fun. Their clients become advocates. Their employees enjoy coming to work. And the brand earns attention for the right reasons.
It’s a reminder that B2B doesn’t have to mean boring-to-boring.
So What? A Few Takeaways
Know your message—and communicate it well.
Consistency builds trust. When clients and customers understand who you are and what you stand for, relationships follow.
Never ignore the internal side of your brand.
How your brand is lived inside the organization directly impacts how it’s experienced outside. Employee engagement strengthens customer experience.
Personality is memorable.
Emotional connection doesn’t come from features and benefits alone. It comes from showing up as a brand with a point of view and the confidence to express it.
To the team at Zendesk, and to brand leaders bold enough to tell stories that go beyond functionality, kudos. Keep doing what you’re doing. We’ll keep watching.
If you’re looking to build a brand with this level of clarity and cohesion, contact us.
