The Critical Importance of Branding to B2B Tech Companies
Episode 1: Navigating the Rebrand: Messaging, Recall, and Website Overhaul with Kendra Beavis
Episode 1 of The Sticky CMO Podcast saw Kendra Beavis of MOKA come on to the podcast to talk about the must-dos for CMOs during brand overhauls and website redesign - and the crucial importance of brand recall.
For the full podcast, check out the episode on Apple Podcasts and Spotify.
In this episode, we cover…
How to ensure approval from the C-suite during brand overhauls
The main challenges for a CMO when improving brand recall
Common pitfalls of website redesign: how to build a valuable tool for the company
Kendra Beavis is the founder and CEO of MOKA Creative, an award-winning brand strategy studio. (Incidentally, they’ve created a staggering total of 600,000 social media posts for their clients!)
Here are some of the key insights from the conversation...
A CMO must be in touch with each decision guiding a brand overhaul.
“For a CMO to be taking on this kind of project, make sure that you are involved in every step of it so that you understand why things were done, so that you can speak to them after… making sure that it is a tool, and a valuable tool that will continue to grow with the company.”
Communication with the wider team is critical for a successful website redesign.
“Involve your team way before you actually launch. It allows you to have some better insight into how your sales team sells and the kind of things they would love to be able to have as a new tool.”
A winning brand is embodied by the ethos and actions of its employees.
“A brand is not just what the customer or client is seeing, it’s also what your team is embodying. When you walk into an office and their core values are on the wall and it’s a consistent part of the conversation… you ask what the mission of the company is and any employee down to an intern can verbatim repeat it, you’ve done a good job.”
The best place to find Kendra is here.
See you next week!