October 10, 2025
Anyone who knows me is aware of my steadfast love of The Golden Girls. From a themed guest room to kitchen mugs, shopping totes, t-shirts – even a themed Christmas tree! – my connection to the brand runs deep. It’s been nearly four decades since the show first hit TV screens, and it’s still quoted, GIFed and beloved. Why? Because the show wasn’t just about four women in Miami – it was about distinct personalities, great storytelling and a community you wanted to be part of. And, if you think about it, those are exactly the things great B2B brands are made of, too. Here are three lessons your B2B brand can learn from Blanche, Dorothy, Rose and Sophia:
1. Own Your Archetype: Every Golden Girl had a role they leaned into: Blanche was bold and glamorous. Dorothy was grounded and wise. Rose was approachable and sweet. Sophia was sharp and witty. No one tried to be everything, and that’s why the mix worked.
Brand takeaway: Your company doesn’t need to mimic competitors or water down its personality, and it certainly shouldn’t be all things to all people. Instead, lean hard into your brand archetype; whether it’s the sage, the disruptor, the nurturer, the explorer, let your brand archetype guide your voice, visuals and actions. Clarity and consistency are what make brands memorable. This translates to an individual level too. If you’re leveraging executives or SMEs for thought leadership, let them find and use their distinct voices and personal brands to build a community of connection with your discrete target audiences.
2. Tell Stories People Remember: Sophia’s signature line – “Picture it: Sicily, 1922…” – wasn’t just funny, it was effective. Her stories, no matter how outlandish, made people lean in and remember.
Brand takeaway: Especially in B2B, storytelling is your secret weapon. Your industry may be complex, but weaving customer anecdotes, founder stories or simple analogies into your content can transform dry information into something people actually recall and connect with.
3. Build a Community Around the Table: The Golden Girls’ kitchen table was the heart of the show. It’s where conflicts were solved, secrets were shared and laughs were had. (And we can’t forget about the dozens of cheesecakes that were consumed there, too.) The set may have been simple, but the sense of belonging was powerful.
Brand takeaway: Community is your differentiator. Build spaces – whether digital or in-person – where your customers, partners and employees feel connected. Think client advisory boards, user forums or intimate thought-leadership events. When people feel like they’re part of your brand’s story, they stick around.
Bonus: Humor + Humanity Win: Rose’s naïve charm made serious moments lighter, and Sophia’s sarcasm added spice. The balance of humor and heart made the show timeless.
Brand takeaway: B2B doesn’t have to be boring. Infusing a little wit or warmth into your brand voice makes your content more approachable and helps your audience connect with the humans behind the logo. This holds true for both internal and external audiences. After all, if your employees don’t connect with your brand and its leaders, how can you expect customers to?
Be the Brand People Want to Call a Friend
Like The Golden Girls, your brand doesn’t need flashy sets or gimmicks to win hearts. You need a clear identity, stories that resonate and a community that keeps people coming back. Add a dash of humor and humanity, and you’ve got the makings of a brand that people will connect with for years to come. If you’d like to chat about how your customers, partners and community might thank you for being a friend, let’s connect (cheesecake optional, but encouraged).
