The Universal Question for B2B Brands

Aug 27

Uni·ver·sal: including or covering all or a whole collectively without limit or exception. All; extending to the whole number, quantity or space; universal good.

At every keynote, every executive workshop, business leaders are reminded BIG LITTLE LEGENDS is a universal concept. One that transcends limiting boxes like B2B (business-to-business) and B2C (business-to-consumer). This 4-syllable, 9-letter word ‘universal’ dictates it doesn’t matter if you’re talking about a person, place, object, event, business model or non-profit. By definition, anyone or any organization – from any category - can create or become a brand legend.

“I ended up buying your book and am reading it now. I bought Joni and Quinn copies and they are also reading it. I'm through chapter 5 so far and enjoying it. One thing I do want to ask. Are there more success examples for B2B companies? Many mentioned so far are B2C. For our company, people interested in our products is quite narrow given how niche we are. I plan to continue reading the book and give it consideration”.

Many who occupy CEO and senior leadership positions ask similar questions.

“With a B2B company like ours, we have specific product lines that appeal to specific customers. Not sure how this approach would apply to us”.

Make no mistake. These are fair questions and common observations. Which is why this subject is even more crucial for those who lead B2B operations.

The vast majority of your competitors already think the same way. In effect, they decide to drop out of the brand race before it even begins.

Establishing a legendary brand in the B2B world remains strange, uncharted territory. And that’s good news for you since data consistently shows in B2B purchasing decisions, emotional strategies drive 7x more impact than following a rational course. If you are sincerely curious about how other organizations create a more meaningful emotional connection, why not explore the “UNIVERSAL QUESTION FOR B2B BRANDS” on this segment of Leaders & Legends.

Fundamentals of brand strategy never change.

Make a deliberate DECISION to Follow One IDENTITY Path While REJECTING All Others.

In effect, your brand represents a fundamental promise for how you make people feel and clearly establish what’s different about who you are. Once that brand IDENITY has been decided upon, pulling the appropriate marketing distribution levers is how you get your message out there.

Whether it’s B2B, B2C or non-profit, an intangible, invisible force separates ordinary from extraordinary. A certain je ne sais quoi that distinguishes run-of-the-mill from remarkable. It’s about capturing your soul and esprit de corps in a memorable and exceptional way that attracts attention and creates community. Ultimately, brand IDENTITY sets you apart from all other competitors, communicates how you are different – and why you do the things you do.

In our experience, there are more than a few BIG LITTLE LEGENDS from B2B sectors who have emerged as an undeniable, undisputed “Category of One”. In our in-person programs, we often highlight the incredible success story of Thermalwood Canada, a niche, B2B manufacturer located in the very small town of Bathurst, N.B. After launching the “Northern Heat” brand in 2018, Bob Lennon and his team have continued to expand their global digital footprint simply by outflanking, outsmarting, and outperforming their competitors - without conforming or outspending.

In addition to this shining example, we have also compiled a list of the Top Ten B2B Videos for curious Leaders & Legends readers and subscribers. It’s a curated collection from all over the business landscape that illustrates how any company – in any sector – can make full use of powerful storytelling to make real human connections and create a substantial “Pull” in the market.

#10 - SAP

Created to promote” Take Your Child to Work Day”, this video is not something you would expect from a B2B software solution company.

#9 – THE RESPONSE TEAM

Based in Calgary, AB, this video reveals away of thinking that extends beyond emergency preparedness and crisis management.

#8 - ZENDESK

Why can’t a customer service software provider see the potential for romance between companies and their customers?

#7: FRONTLINE GLOBAL: MOBILIZE THE MISSION

Nobody does heavy industrial troubleshooting and emergency repairs like this straight-talking, non-nonsense crew from Texas.

#6 SLINGSHOT: FOR BIG KIDS & DAREDEVILS

From Louisville, KY, this video featuring founder and competitive go-kart racer David Galownia says it all about culture and approach.

#5 STEVE HEROUX: THE SALES CONTRARIAN

No fluff. Just facts from one of America’s top sales trainers.

#4 CONTROLLED FLUIDS INC. – A DAY IN THE LIFE

From Beaumont, TX, this B2B operation is ready to turn on a dime and make real change happen for their customers. Especially when racing against the clock.

#3 ARMATUS: FIGHT FOR WHAT’S FAIR

How does any automotive dealership in America recover lost profits that just slip through the warranty cracks? Armatus promises to stand in your corner.

#2 LUTZE: WIRED FOR WHAT MATTERS

Based in Charlotte, NC, you will see wired cabling in a completely new, different and more human way,

For decades, the greatest brands in the world – both B2B and B2C – recognize that a sound strategy goes beyond product promotion and resonates with customers in a very human way. Whether its sharing in laughter, joy and pain, forward-thinking companies are exploring what’s possible to set themselves apart from all others … Even if it means going way out on a limb like our # 1 entry on this list …

#1 TEAMWORK

There is a monster roaming out there. Often described as “The Client”. Perfectly captures the frustrations of project management.

Founders will die.

Factories might burn down.

Employees and customers will come and go.

Technology will always become obsolete.

In your wide and varied inventory of assets, Brand IDENTITY is far and away the most valuable property you can own. It’s also the absolute toughest to build. When you do, it becomes the sturdy oak tree on which you can grow multiple branches of enduring, profitability and prosperity.

Never forget, millions upon millions of people saw apples fall from trees. Newton was the only one who asked why.

B2B branding is no different from many of life’s pursuits and fascinations.

New answers are always discovered in new questions.

p.s… if you need a little extra imagination boost, just take a look at what’s possible when someone decides to focus on abandoned grocery carts.

no More abandoned Carts

PLANNING A CONFERENCE OR SPEAKING EVENT?

Could enduring principles from the origin of legends be applied to your company or industry association? In the face of frantic, unforgiving change? BIG LITTLE LEGENDS offers a deeper dive into timeless principles that NEVER change. If you have an in-person event on the 2025 or 2026 horizon, watch the ‘Movie Trailer’ and discover the endlessly fascinating, universally applicable message of BIG LITTLE LEGENDS.

“Heroes get remembered. Legends never die” - BABE RUTH

For more information on scheduling an In-Person or Virtual Speaking Program, contact us here: bookings@gairmaxwell.com.

BRAND STRATEGY: ON PURPOSE & ON TRACK.

It’s been called a metaphorical road trip that is both journey and destination. THE BRANDING HIGHWAY is designed for larger companies and organizations looking to emerge as an undeniable, undisputed, "Category of One.” This proven, market-tested process is an avenue for Executive Teams to discover both a highly distinctive Brand Identity as well as develop the foundation for your own Media Company. Impossible to describe. Filled with many twists and turns, here is a quick preview:

“No one remembers who took second place. That will never be me" -ENZO FERRARI

BIG LITTLE LEGENDS: SPOTLIGHTED IN FORBES 🌟

BIG LITTLE LEGENDS - Unveiling the Art of Crafting Magnetic Brands for Everyday Leaders - is at your fingertips anytime, anywhere, thanks to our esteemed distribution powerhouses, including AMAZON, AUDIBLE and Wal-Mart. . Empower your leadership and brand with boundless insights! 📚🎧

Dive Into Forbes here.

FULL THROTTLE VIDEO:

Every week, someone asks a question about our videos and our media partner responsible for the storyboarding, production, and editing. Headquartered in Toronto, ON with a Western Canadian office in Calgary, AB, DEFIANT ASTRONAUT MEDIA is uniquely positioned to help business leaders all over the continent rethink what's possible with this art form.