Executive Summary

Even as B2B marketers become more precise and targeted down the funnel, brand strategy will remain the starting point for a company’s overall go-to-market approach.

Why is branding important for B2Bs?

B2B companies that don’t take an active role in crafting their brand are leaving perception up to chance. Having a defined brand allows companies to guide their narrative and the public’s opinion. Branding also builds awareness and establishes credibility with prospects, customers, employees, and partners.

Who are the stakeholders in a B2B branding exercise?

Internal and external stakeholders should have a voice in crafting the brand. Internally, marketing leaders are the brand stewards who need to engage leaders across the organization and gauge general employee sentiment. Externally, customers, analysts, investors, and partners should be consulted when conceptualizing and testing.

What is brand differentiation?

A brand needs to attract attention. There are many ways to do this, but it should start with how the company’s product and service stand out in the market. From there, differentiation can take on many forms through unique brand voice, look and feel, position, purpose, or mission. Distinction from competitors is key.

What metrics should be used to assess brand health?

While companies have holistic attribution models, measuring brand health isn’t as precise or scientific. Still, there are ways to get quantitative and qualitative feedback and build metrics on brand awareness, relevance, and equity. This is typically done through a brand tracker, Net Promoter Scores (NPS), and customer surveys.

WHAT’S IN THIS REPORT? This report breaks down the essentials of B2B branding and provides best practices and case studies for B2B companies of any size, young and old, and across sectors.

KEY STAT: Roughly a third of US B2B marketing and sales professionals said they struggle to implement brand identity consistently because they cannot ensure standards, there are no uniform guidelines, and brand importance is undervalued, according to February 2021 data from market research firm Provoke Insights.