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A CEO’s Perspective on How Branding Relates to Business Success

By Ryan Rieches

Business success can often be attributed to consistency – consistency when it comes to quality, overall look and messaging, and customer service. In this week’s episode of Branding Business, RiechesBaird CEO Ryan Rieches talks with Brett Wood, President & CEO of Toyota Material Handling North America (TMHNA) about the ways in which the B2B division of Toyota leverages the brand equity, values and philosophies associated with the automotive brand. A common hurdle for B2Bs, Wood shares how TMHNA defines its key customers – both dealer partners and end–user customers – and how they develop consistent messaging that speaks to both.

Topics explored in this week’s radio show include:

  • Brand is about more than just the product
  • The importance of training employees – your true delivery of brand promise
  • How TMHNA defended the brand and focused on quality during the negative challenges faced by the automotive division