B2B Brand Strategy

A Blueprint with 13 Case Studies for Building, Maintaining, and Evolving a Strong Brand

About 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, across sectors.
Table of Contents

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.

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Table of Contents

  1. Executive Summary
  2. What’s in a Brand?
  3. Building a New Brand: 2 Case Studies
  4. Ensuring Brand Relevancy Over Time: 4 Case Studies
  1. The Branding Challenge for Acquisitions or Mergers: 3 Case Studies
  2. Maintaining and Evolving a Heritage Brand: 4 Case Studies
  3. Key Takeaways
  4. Insider Intelligence Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Daniel Avital
Chief Strategy Officer
Interviewed January 6, 2021
Kipp Bodnar
Interviewed January 6, 2021
Linda Boff
General Electric (GE)
Interviewed January 13, 2021
Clive Downie
Unity Technologies
Interviewed January 15, 2021
Daniel K. Golden
DeSantis Breindel
Managing Director
Interviewed January 15, 2021
Bethany Hale
Head of Marketing
Interviewed January 12, 2021
Dave Kasabian
Interviewed January 15, 2021
Justin Keller
Vice President, Marketing
Interviewed January 15, 2021
Jamie Kieffer
Managing Director, Enterprise Branding
Interviewed January 14, 2021
Joseph Kingsbury
US Managing Director, Business Marketing
Interviewed January 14, 2021
Udi Ledergor
Interviewed January 12, 2021
Jon Lombardo
Global Lead, The B2B Institute
Interviewed January 12, 2021
Michael Mitchell
Director, Global Brand and Content Marketing
Interviewed January 15, 2021
Milena Oliveira
CMO and Vice President, Transportation and Electronics Business Group
Interviewed January 14, 2021
Jesse Purewal
Head of Brand Strategy and Marketing
Interviewed January 19, 2021
Raja Rajamannar
CMO, Chief Communications Officer, and President, Healthcare Business
Interviewed January 14, 2021
Juliette Rizkallah
SailPoint Technologies
Interviewed January 14, 2021
Sara Spivey
Interviewed January 13, 2021
Derek Stewart
Stein IAS
Chief Strategy Officer
Interviewed January 12, 2021
Adryanna Sutherland
Interviewed January 8, 2021
Alicia Tillman
Global CMO
Interviewed January 11, 2021
Susan Vobejda
The Trade Desk
Interviewed January 15, 2021
Leah Walters
Head of Communications
Interviewed January 12, 2021
Simon Ward
Stein IAS
Director, Brand Strategy
Interviewed January 12, 2021
Lauren Weinberg
Global Head of Marketing and Communications
Interviewed January 15, 2021
Kirsten Allegri Williams
Interviewed January 15, 2021
Lewis Woodward
Global Head of Brand and Communications
Interviewed January 13, 2021
Jeffrey Bumbales
Director, Marketing and Strategic Partnerships
Interviewed January 13, 2021

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Read This With Insider Intelligence


Jillian Ryan


Daniel Carnahan
Jeremy Goldman
Principal Analyst
Nicole Perrin
Principal Analyst
Victoria Petrock
Principal Analyst
Melissa Rosenberg
Senior Researcher
Debra Aho Williamson
Principal Analyst