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B2B companies seem to take comfort in a common denial that their organizations are capable of achieving brand persona. In other words, a “brand” is something that the Apples and the Nikes of the world have, but Johnson & Thomas P.C. can’t expect to have—nor should they care about—a brand experience. In the B2B world, a great many purchasing decisions are made on a comfort level—we entrust our company’s endeavors to those with a proven track record, and we prefer to work with people and organizations that we “like.” That “like” factor is all about experience, and until we begin working with another company, we base it all on perception.

How do you know when it’s time to take a good long look at your company’s brand identity and brand voice, to truly discover your company’s essence, and to re-engineer how you are communicating your company’s strengths against those of your competition?

On the heels of our recent brand relaunch, and even leading up to it, the team here has had some spirited discussions regarding successful — and some not so successful — rebranding efforts. We’ve talked about the good, the bad, and the ugly. For me, one of the most successful brand reinventions over the course [...]