Are you having trouble energizing your brand or standing out from your competitors? Brand building, particularly in the B-to-B environment, is about creating a long-lasting, positive emotion with your customers. There is no better way to accomplish this task than by energizing your employees.

In the US, Schneider Electric is improving its brand awareness by closely associating itself with its flagship sub-brand Square D; it is evident that they are investing in promotional activities in the parent brand as well as with its other sub-brands but their greatest chance for success is with the Square D brand. Another example is how Nudo recently adjusted its logo treatment and product brand hierarchy in order to create simplicity in its offering. These are two examples of brand building tactics which have relevance; however, nothing is more powerful than the emotional response associated with the human relationship – particularly as it relates to the expectation of the experience in both a positive and negative manner.

The above adjustments are all for naught (and a considerable waste of dollars) if the true meaning is missed in the delivery. People have an inherent desire to want to believe. But your organization, your brand, needs to stand for something and then you need to back it up with action. That action comes from your greatest asset.

When working on a “human sigma” project (a fancy way of saying the employee component of the brand), our team was struck with a saying that I have never forgotten: “that the customer’s experience can be no greater than the employee experience.” What this translates into is two factors: 1) You have to be truthful and honest about who and what the organization is and can stand for; and, 2) Your employees need to be empowered to reinforce that truth. If your employees are not positive how can your customers’ experiences be positive?

Obviously there are many factors that impact employee engagement. As it relates to the brand – and assuming all other factors are equal, your organization can significantly differentiate itself by mixing in three key ingredients: 1) A positive culture fostered through 2) a common vision and 3) a belief that the organization is making the investments to achieve the goal. It is this culture which will energize your B-to-B brand because of the emotional association your customers will now attach to your firm.

There are many important aspects to marketing but it is the investment in the human spirit which sets those aspects apart from your competition. Invest in your employee experience and you will energize your brand.