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Branding never stops: Strategies for continuing success

Posted on Categories BrandonomicsTags

Branding is a never-ending process of communicating the value and culture of your company. Brian Anderson, Vice President of Strategy and Marketing at FlexSteel Pipeline Technologies, talks to Savage's Robin Tooms about how their branding strategies continually shift to support their business.

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 Brian Anderson, Vice President of Strategy and Marketing at FlexSteel Pipeline Technologies. Brian, welcome back to Brandonomics.

Brian: Thanks, Robin. I’m glad to be here.

Robin: I’m glad you’re back because before, we got to talk a lot about the previous branding campaign that you went through at FlexSteel and the effort behind that. But that was two years ago. So what are you doing now to kind of really take that forward?

Brian: We started originally with identifying, you know, who we were and what brand we wanted to have. And then we went in and revamped the brand that was existing. And we moved on from there to really focusing on improving our awareness and really scaling up our marketing capabilities. And now today we’re really focused on a more focused marketing approach, really focusing on things like segmentation and really tailoring our messaging for specific applications and specific markets, as well as keeping up with just the growth of the company and really getting prepared for launching new products and entering new markets.

Robin: So with all of that effort what has been the impact of it? What would you say the results are?

Brian: Yeah, you know it’s kind of difficult to measure the impact of the brand but you know our company has formed very well over the last few years since the start of this process. Our company has grown over 50 percent compound annual growth rate. There’s no doubt that the branding has played an integral part of that. Customers understanding the value of FlexSteel has translated into additional sales. On top of that, I think it’s played a big part in our ability to attract and retain high value employees as they see and really understand what the company’s all about and really feel that they work for something that’s special and fun.

Robin: I’m glad you mentioned that part about recruiting. That’s really important in this job market.

Brian: Yeah.

Robin: Well, thank you so much for sharing that.

Brian: Thank you, Robin.

Robin: This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.


FlexSteel Pipeline Technologies offers the pipeline solution that couples the durability of steel with the installation, performance and cost benefits of spoolable pipe products. Highly corrosion resistant and more durable than flexible pipe, FlexSteel combines the best features of currently available pipe options to deliver superior life-cycle performance and value.

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If you’re interested in knowing more about how purposeful companies attract the best employees, build loyal relationships with customers, and differentiate themselves from the competition, then let’s start a conversation.