To Connect Brand and Demand, Shift Your Perspective

In recent years, we have realized the importance of building strong, distinct B2B brands to attract customers, talent, and investors. This shift has especially impacted industries like energy, infrastructure, and technology. Today, a new focus has emerged: connecting brand and demand. Across B2B forums, conferences, and RFPs, this has become a top priority, as we aim to ensure that brand efforts directly drive revenue growth. Traditionally, demand generation has filled this role, converting interested buyers into loyal customers.

Yet, making this connection between brand and demand remains challenging, often due to fragmented thinking. Brand marketing is still too often focused only on creating awareness, while demand marketing is seen as solely responsible for lead generation. This separation weakens the overall impact, especially when teams work in silos. To truly connect brand and demand, we need a shift to "experience thinking," where every marketing effort is connected through a unified brand experience.

A brand isn’t built by awareness alone; it’s formed by every touchpoint—from website visits and sales interactions to social media and PR. This complete experience defines your brand in the minds of your audience. To create true distinction, we need to focus on delivering a cohesive brand experience that fosters trust and motivates audiences to engage, buy, and stay loyal. This approach, which we call "experience thinking," helps us break free from silos to create a clear and powerful brand signal.

Experience Thinking Requires a Shift in Perspective

1. From Job to Passion: Experience thinking means bringing your brand’s promise to life with passion. When your entire team shares this passion, it creates a magnetic pull for your audience, strengthening brand loyalty and connection.

2. From Agenda to Shared Value: Great experiences are built on shared value between the brand and its audience. Focus on what creates mutual value, shifting from short-term gains to building long-term, meaningful relationships.

3. From Siloed to Holistic: Experience thinking requires breaking down silos. Annual and quarterly planning should start with a shared vision of the brand experience, aligning teams with unified goals and KPIs. This builds a clear brand message and a compelling experience for your audience.

   
   

For business leaders looking to connect brand and demand to drive growth, talent acquisition, and investment, shifting to experience thinking is essential. This approach, rooted in passion, shared value, and lifecycle integration, goes beyond visuals or messaging; it creates lasting connections that bring your brand to life.

At Metrix Marketing, we call this the Market Experience—our pathway to meaningful growth for B2B brands. Let me invite you to explore more.