B2b Services Case Study

B2B Assignment-Importance of employees in B2B services branding

Customer Facing employees or Frontline employees are the people on which lies the primary responsibility of Making or Breaking the brand. Frontline service employees (FSEs) are the face of a service brand and are responsible for brand promise delivery. In services that require high level of customer-FSE interaction (ie , the high-touch services), FSEs’ behaviours are crucial in shaping customer experiences, attitudes, and behaviors with respect to the service brand. For the customer the sales person represents the brand.This is also applicable for B2B marketing. Levitt (1980) is perhaps the earliest author to consider the importance of brands in commodity B2B markets. He noted

Understanding the core values of a brand is essential but managers should also consider how these synergistically blend together to form a more holistic brand. The use of bridging is described as one way of enabling managers to take a more holistic perspective on brand building. We show that consumers evaluate brands primarily by the extent to which they satisfy functional and representational needs. Through an appreciation of brands functional and representational characteristics, we consider how best to invest in brands. We review some of the issues in developing and launching new brands and consider the role of customer in creating brand

Yet your staff is critical to building a strong brand that will cut through the clutter. Their buy-in can make or break your brand because they are on the front lines. They are your brand ambassadors. They are the voice and tone of your business. They are your best advocates and your most loyal evangelists.
Your job is to make sure your staff is engaged, bought-in, involved, and communicated to continuously in the branding process.
In addition to getting buy-in, you’ll also need to infuse branding signals into everything your company does. Your new brand should drive behaviors, expectations, and performance. And if you do it right and consistently, you’ll be rewarded with improved employee satisfaction, less turnover, and more