In the third episode of the House of Brand podcast, host Torey Azure sits down with Chris Collier, Vice President of Marketing at HSI Insight, to discuss the challenges and strategies behind building a standout brand in the B2B space. From aligning internal teams to delivering consistent messaging, Chris shares valuable insights that resonate with mid-market companies navigating growth and brand refinement.
For Chris, the journey to HSI Insight was driven by a deep belief in the company’s mission: creating safer workplaces through innovative safety and sustainability platforms. This personal investment, he believes, directly translates to stronger customer connections.
“When employees truly believe in the brand, that passion becomes infectious,” Chris explains. “It impacts how we interact with customers and ultimately elevates the brand experience.”
This philosophy highlights an essential aspect of branding: ensuring internal alignment. Employees who embody the brand’s values and mission can better communicate its unique value to customers.
Upon joining HSI Insight, Chris quickly identified a critical challenge: misaligned messaging between marketing, sales, and product teams. While the company had a strong product and a talented team, inconsistencies in how the brand was presented created obstacles in connecting with its ideal audience.
To address this, Collier developed a comprehensive 29-page brand document to unify the company’s messaging. Starting with the CEO’s vision and cascading it across departments, this exercise ensured that everyone—from sales to customer support—was on the same page.
“Brand is all about messaging consistency,” Chris emphasizes. “When customers encounter consistent communication at every touchpoint, it builds trust and reinforces the brand’s value.”
One of the most impactful strategies Chris implemented was capturing the founder’s passion and expertise through video content. These videos, ranging from a welcome message for new customers to storytelling about the company’s origin, served to humanize the brand and connect with both employees and clients.
“Founders often hold the DNA of a company,” says Torey. “Getting their vision in front of as many employees and customers as possible can make all the difference.”
The discussion also highlighted the balance between creativity and technical understanding in marketing. Chris thrives on the technical side, leveraging data and insights to refine strategies. However, he stresses the importance of pairing this with creative storytelling to engage and inspire audiences.
“Marketing is about curiosity,” he says. “You need to dig deep, understand your audience, and find unique ways to tell your story.”
This episode of the House of Brand podcast offers a masterclass in navigating the complexities of brand building for mid-market businesses. By fostering internal alignment, emphasizing consistent messaging, and leveraging creative and technical strengths, companies can differentiate themselves and scale effectively.
Stay tuned for more actionable insights in upcoming episodes of House of Brand—where we explore how to define your target audience.
