Expert Mode: Building a Brand From Scratch: A People-Centric Approach to Transformation
This article was based on the interview with Maria Winans, CMO at Kyndryl by Greg Kihlström, AI and Marketing Technology keynote speaker for the B2B Agility with Greg Kihlström podcast. Listen to the original episode here:
Building a brand from the ground up is a daunting task for any marketing leader, but imagine doing so for a newly spun-off company with 90,000 employees across 60 markets. This was the challenge Maria Winans, CMO of Kyndryl, embraced following the company’s separation from IBM. In this article, we’ll explore Winans’ insights on building a people-centric brand, transforming a product-focused culture, and navigating the complexities of a large-scale rebranding effort. Her journey offers valuable lessons for any marketing leader looking to revitalize their brand or navigate a significant organizational shift. This isn’t just about a new logo and color palette; it’s about creating a shared sense of purpose and belonging that resonates both internally and externally.
Winans’ experience underscores the importance of humanizing the brand, particularly for a services company where people are the core product. It’s about shifting the focus from technical specifications to the individuals who deliver the service, building trust, and showcasing expertise. This approach is especially critical during times of uncertainty and change, as Kyndryl’s launch coincided with the COVID-19 pandemic. The insights shared here offer a blueprint for building a resilient, people-focused brand that can weather any storm.
The Power of Purposeful Naming
Creating a new brand often begins with the most fundamental element: the name. Winans describes the process of naming Kyndryl as a “career kind of only opportunity,” highlighting the importance of finding a name that reflects the company’s mission and culture.
“We started to explore what I call territories. What is it that we do? What do our customers trust us for? What does this brand need to represent?”
This quote encapsulates the strategic thinking behind Kyndryl’s name. The name, a combination of “kinship” and “tendril,” symbolizes the company’s focus on partnership and growth. This wasn’t just a random selection; it was a deliberate choice that embodies the company’s core values and aspirations. For marketing leaders, this highlights the importance of a thoughtful and deliberate naming process, aligning the name with the brand’s essence and future direction.
Culture as the Cornerstone of Transformation
Winans emphasizes the importance of culture in transforming Kyndryl from a product-centric to a people-centric organization. Recognizing that 90,000 employees needed to embrace the new brand, she focused on creating a cultural platform, “The Kyndryl Way.”
“The Kyndryl Way is our cultural platform. And we introduced three real purposeful behaviors… restless, empathetic, and devoted.”
These three words, carefully chosen and distinct from previous company language, represent the desired behaviors and values of the new organization. This intentional language shift helped to define the new culture, signaling a departure from the past and creating a sense of shared identity. For marketing leaders, this demonstrates how cultural transformation can be facilitated through clear communication and the introduction of new language that reflects the desired values. A rebrand isn’t simply about changing external perceptions; it’s about creating a new internal reality.
Targeted Engagement for Customer Retention
Retaining existing customers during a spin-off is crucial. Winans discusses the importance of a targeted approach to customer engagement.
“What we needed to do is ensure that the brand still was what we’ve always done…for our customers, mission critical…but we needed to surround them in the new…now being part of an independent company.”
Kyndryl adopted account-based marketing to nurture existing relationships and expand into new areas within client organizations. This personalized approach helped to reinforce the value proposition while showcasing the benefits of the independent brand. For marketing leaders, this reinforces the importance of targeted, personalized communication in maintaining customer loyalty during times of transition.
4. Embracing Discomfort and Boldness
Winans acknowledges the challenges and surprises encountered during the rebranding process. She emphasizes the importance of embracing discomfort and taking risks.
“Don’t be afraid to feel discomfort… when you’re uncomfortable, you grow. And so don’t be afraid to feel discomfort…and don’t be afraid to be bold, be bold.”
This candid advice is a reminder that transformative change requires stepping outside of comfort zones. Winans encourages other leaders to be courageous in their decisions, embrace calculated risks, and view discomfort as an opportunity for growth. This is a valuable lesson for any leader navigating a complex and challenging environment.
Maria Winans’ journey in building the Kyndryl brand offers a compelling case study in people-centric brand transformation. Her insights on purposeful naming, cultural transformation, targeted customer engagement, and embracing discomfort provide a roadmap for marketing leaders embarking on similar endeavors. Rebranding is not simply a cosmetic exercise; it’s a strategic imperative that requires careful planning, thoughtful execution, and a deep understanding of both internal and external stakeholders. By prioritizing people, culture, and purpose, marketing leaders can transform brands from the inside out, creating a foundation for sustained growth and success.
The key takeaway here is the importance of a holistic approach to branding. It’s about aligning internal and external messaging, creating a shared sense of purpose, and empowering employees to be brand ambassadors. This approach, as demonstrated by Winans, is essential for building a strong brand identity that resonates with customers and drives business growth.
