B2B service brand identity and brand performance

The connection between brand identity and brand performance encompasses five major components: brand personality, HR initiatives, corporate visual identity, employee/client focus, and consistent communications. All of these elements factor into brand performance which has three measurements – financial, consumer, and employees. Each of the following segments covers one of the five components previously listed, and it provides a base analysis. Brand personality is the company’s ability to form a positive attitude in consumers; it is especially prevalent in sports and clothing brands. Human resources plays a pivotal role as it is responsible for the recruitment and training which are known to positively influence overall performance. Corporate identity is the visual image depicted by the company for the market to see; this connection prompts high quality B2B market relations. Employee and client focus describe the guided brand relationships with these distinctive groups. The ability of a company to focus relations of employees to create positive client images is crucial. Communications is imperative since it allows companies to maintain long-term relationships with clients and identify areas for improvement.

The three aforementioned internal measurement tools are utilized by companies to evaluate their own brand identity. The easiest way for companies to obtain this information is through financial data such as revenue and profit. Employee and consumer measures focus attention on satisfaction and loyalty. Despite their key differences, all three tools are vital to corporate leadership, solidifying the company vision

Reference:

Coleman, D. A., de Chernatony, L., & Christodoulides, G. (2015). B2B service brand identity and brand performance. European Journal of Marketing, 49(7), 1139-1162.