Professional services firm Capita is overhauling its brand identity as it looks to transform its business and better explain its purpose across the markets where it operates.

‘Creativity’, ‘storytelling’ and ‘emotion’ aren’t necessarily the words that spring to mind when thinking about B2B marketing, which is all too often seen as the more rational cousin to consumer brands.

But Capita’s new CMO Antonia Wade believes they are key in helping B2B brands differentiate, and driving clients make the right decisions.

“To differentiate in the B2B market you have to be relevant, personal and memorable. That only comes through telling stories,” she explains. “Even the most analytical, functionally-minded people don’t remember in huge detail product fact sheets. But they do remember interesting anecdotes and a shared sense of purpose.”

Better explaining Capita’s purpose is one of Wade’s key jobs, difficult at a company that ranges from Army recruitment to improving 999 systems.

She came on board in February as Capita’s first CMO with the aim of building a more robust marketing function across a business where previously marketing had been siloed into the business units.

It comes as Capita looks to transform its business under CEO Jon Lewis, who joined the company at the end of 2017 and has since outlined a strategy aimed at evolving, simplifying and strengthening the organisation.

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