How to build a consistent brand voice in an everchanging world | Beata Rouleau, Compass Consulting

Every B2B leader wants to keep pace with a lightning-fast tech landscape, but few actually know how to stay the course without constantly shifting focus. When it comes to maintaining a consistent brand point of view amid rapid industry changes, there is no one better to turn to than Beata Rouleau, founder and CEO of Compass Consulting.

In this episode of Straight to Voicemail, Adam Sockel hears from Beata on how B2B SaaS and tech companies can avoid chasing the latest buzzy trends to focus on what truly drives revenue. Beata breaks down why execution matters more than decks, explaining how a deeply anchored commitment to your ideal customer profile prevents your team from losing its way.

You'll learn:

• Why a CEO's most critical internal role is repeating core company values until the team can say them by heart
• How to transform dormant onboarding vision statements into the living, breathing daily focus of your company
• Why anchoring your brand to a specific problem statement allows your underlying products and services to evolve safely alongside tech advancements
• The foundational pillars that every team member must be able to pitch autonomously

Jump into the conversation:

(00:00) Why we wanted to hear from Beata Rouleau

(01:17) Maintaining a consistent brand point of view in a fast-moving market

(01:34) Why the CEO must act as the "Chief Reminding Officer"

(02:08) Anchoring your brand to a problem statement instead of shifting tech trends

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who've been there. Each episode centers on one big question answered like a voicemail you'll want to play again.

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Adam (00:10)
Beata Rolu understands how to stay the course. As the founder and CEO of Compass Consulting, she has spent the last several years leading various operations teams focused on driving revenue systems specifically for B2B SaaS companies. she understands that these companies need execution, not just more decks. Now, in this space,

Specifically sass and b2b tech is moving lightning quick It's nearly impossible to keep up with the latest trends and the buzzy words and the ways that people are approaching the market But if you're always chasing the hottest new thing, you're never able to define truly who you are and what you do and most importantly who you're doing it for with all that in mind

I asked her one question, how do you focus on maintaining a consistent POV for brands and avoid shifting focus, especially as tech is moving faster than ever?

Beata Rouleau (01:17)
Hey Adam, yeah, sorry I missed your call. It is a great feel like right now it's definitely easy for brands and for leaders to try to stay on top of trends versus really staying consistent with who they're serving and why they're serving.

And so the best advice I could give to a leader of a startup would be to have very clear vision, values, your problem statement and who you serve. So having that written and that being something that is repeated at least once a week to your entire team, your entire team should be able to explain where the company is going, what values the company has, who you serve and what specific problem you solve.

A lot of brands focus on features or services that they provide, but I find it's a lot easier to be consistent when you focus work with and what problem you solve, because then the services in your product can shift within that as tech changes, but you're continuing to serve a specific ideal customer profile, solving a specific problem.

So I always like to tell CEOs that they're not just CEOs, they're also chief reminding officers and their job is to say the thing again and again and again and again until their team is like plugging their ears. Cause they're so tired of hearing, this is who we serve, this is why we serve them, this is where we're going. And saying that again until your team is able to repeat it back. But so many companies they have in their handbook, they'll have things written like they're

their vision, their values, who they serve. People read it when they onboard for a company and then it's not actually a part of the living focus of the company. So that's what I would recommend for staying consistent is just being very clear where you're going, why you're going there and who you serve and staying anchored in that and then allowing as tech products, our services should be able to shift within that.

But those core things don't have to change every time that a new tool or a new functionality comes out.