Branding messages for business diversification must have internal buy-in

Rebranding as you diversify your business can be chaotic. By getting internal buy-in with branding messages, you make sure your brand still comes truthfully out of your culture. Brooke Mathes Yep, vice president of corporate marketing at NCI Building Systems, talks about their rebranding efforts as they expanded their offerings.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, vice president of strategy at Savage, and my guest today is Brooke Mathes Yep, vice president of corporate marketing at NCI Building Systems. Brooke, I’m so glad you’re on Brandonomics again.

Brooke: Thank you, Robin. It’s a pleasure to be here again.

Robin: Well, you’ve shared some wonderful ideas with us. One of the things about NCI Building Systems is your core business is the construction industry.

Brooke: Right.

Robin: But like a lot of companies, you’ve had to expand to some new markets. So tell me how you approached some of your new branding last year to make that successful.

Brooke: Well, one of my favorite stories out of NCI comes from our coaters division, and a wonderful marketing manager we have, Maria Haun, spearheaded this excellent campaign that really focused on branding from the inside out. And I think that’s one of the most important things that marketers can do – is make sure that the messages they’re externalizing come from the culture within, and she did a fantastic job of surveying the people, executing that into a very powerful branding message and platform, and then using that platform to reach out to markets that were previously unpursued by this particular division.

Robin: Yeah. So one of the things that you did was get sales involved in this process so that they would have buy-in early on. Why is that important?

Brooke: Well, all too often, you see marketers executing their campaigns without going through that process, and then it makes those messages you’re externalizing not as powerful. If the people don’t believe in the messaging, then how are potential prospects or customers going to do so?

Robin: So good point, and that’s a formula for success.

Brooke: Absolutely.

Robin: So thank you for sharing that. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies. Stay tuned next week for another episode.

 

NCI Building Systems, Inc. designs, manufactures and markets a comprehensive list of metal buildings and components for construction in virtually every sector – commercial, industrial, agricultural, institutional and governmental. NCI builds communities, from schools to manufacturing and the places in between. https://www.ncilp.com/