7. To Brand or Not to Brand: An Introduction to B2B Branding

Lead generation, marketing automation, performance marketing, or content AI are only a few of the recent developments that have re-shaped the face of B2B marketing. Perhaps even thus far that conventional elements such as branding have become obsolete?

Branding has always been a tricky issue in the B2B environment. Originating in the B2C world, the importance of brands has never quite reached the same status for B2B companies. Once a logo and some associated guidelines were created, the task of branding is usually considered to be done. It starkly shows that even today’s B2B companies still tend to underestimate the extensive power successful brands can have on the business.

Thus, the purpose of this chapter is to revisit the issue of branding to re-justify its importance in modern B2B marketing by giving a general introduction to B2B branding. After a theoretical examination, the following can be said: Smart branding ensures a substantial and consistent positioning of companies towards its customers. By creating trust and establishing organizations as industry experts and thought-leaders, branding can become a fruitful basis for a strong and loyal partnership between customers and companies. Additionally, branding acts as an underlying red line for all activities from marketing and sales to HR. It saves time and money by trendsetting and keeping the focus on the business and customers.