The Good Brand Podcast

In this episode, we're tackling a common challenge faced by B2B companies: why sales prospects often miss the full value of what's being offered. We break down how to move beyond feature lists to communicate real business value, sharing practical insights into brand positioning and sales effectiveness. Whether you're in tech, services, or manufacturing, this discussion will help you sharpen your value proposition and connect with decision-makers more effectively. No problem.

Chris, Julie and Stewart dive into one of the most common challenges businesses face: how to communicate their brand consistently across different channels, regions, and markets. If you’re struggling with presenting a cohesive brand image across various platforms and regions, this episode offers pragmatic advice on navigating these challenges without losing sight of your brand’s core identity. We cover:

1. Inconsistencies in Branding: How inconsistency in messaging and visuals can confuse customers and dilute brand trust.

2. Challenges with Guidelines: Exploring why brand guidelines often get overlooked and how businesses can maintain discipline to stay consistent.

3. The Impact of Growing Business Complexity: Discussing how brands can adapt to changing landscapes while still maintaining a unified image, especially as they expand into different markets and channels.

4. Centralised vs. Regional Control: How the degree of autonomy given to regional teams impacts brand consistency.

5. Practical Solutions: Tips on investing in high-quality assets, setting up effective guidelines, and revisiting them regularly to reflect current realities.

Have a read at our original article on Good’s Website.

In this episode of The Good Brand Podcast, hosts, Chris Lumsden, and Julie Murdoch and Stewart Steel dive into the challenges of managing complex product portfolios in B2B businesses. They running through:

1. The unintentional growth of product ranges and how it leads to confusion
2. Key statistics on B2B buying journeys and decision-making processes
3. The impact of complicated portfolios on sales and customer experience
4. Strategies for simplifying product offerings without alienating existing customers
5. The role of brand architecture in organising and presenting product lines
6. Balancing the needs of different stakeholders when streamlining product ranges
7. The importance of focusing on core products and communicating value effectively

We share insights on how businesses can bring their expanding product ranges under control, improve customer navigation, and optimise their offerings for better sales outcomes. This episode is part of a series discussing common branding challenges, with a focus on B2B tech companies and product-led organisations. You can read the original article at on the Good website. 

Going through a brand refresh is fraught with challenges. We talk about what you should and shouldn't do. This is based on an article that is on our website that talks about some of the enquiries that we get in to the business. You can read more at:

https://www.wearegood.com/articles/digging-business-trends

The theory around brand architecture is well documented. What's missing in those discussions is what happens in practice. When you decide that it's time to restructure your product portfolio, how can you avoid the big mistakes and bring your colleagues with you on the brand architecture journey?

We chat with Mike Hunter, our associate design director here at Good, about the dos and don'ts when it comes to what many businesses see as the end of the brand process, the brand guidelines.

Mike wrote an article on brand guidelines that you can read through at your leisure on the Good website. 

Stewart's in the US! Chris is at home! Julie is at home! Using the power of cables and satellites, the team got together to talk about product positioning, the value that it brings to businesses and how brand helps bring it together.

A blog post for you that goes into more detail on positioning: Perfect Your Product Positioning

We're not playing around, we're diving deep into the trenches of practical brand strategy. Forget leads and ops; we're talking about the meaty stuff that keeps CMOs up at night. From the pitfalls of short-term gains to the seismic shifts in business models, we explore why some companies are winning battles but losing the war. And we've got a guest to share these war stories. Ryan Schultz, a seasoned marketer and friend of Good, shares tales of brand triumphs and tragedies and why it takes a special kind of leadership to truly make an impact and lead in today's crazy brand landscape. If you're tired of marketing automation and yearn for brand strategy with substance, come on in.

Yes, we've changed the name of the podcast. We're being more descriptive. We'll talk about it a wee bit on the next podcast. But in this barnstormer, Chris researched the brand values on B2B websites. He was underwhelmed. So, what's the point of having them? And can we make them better? We chat it through. It gets deep. 

Here's the article that Chris wrote with all the facts and figures:

The Value of Brand Values.

In this episode, we tackle the issue of 'brand confusion' and its impact on sales. We discuss how an overly complex product portfolio can create hurdles for both customers and sales teams. We delve into the importance of simplifying your product architecture to enhance customer understanding and expedite the sales process. All in 28 minutes. Boom!

Here’s a link to the original article:  What to do when your sales team stop selling