B2B Brand Marketing 101: How Powerful Can Brand Be In B2B, And Why Does It Matter? [Video]

Your brand. There’s an argument that it’s the most important thing you can build as a marketer. It lasts longer than any one campaign, event or lead nurture programme, and, built properly, it can help your business go to stratospheric levels.

And yet, B2B brand marketing is often treated as an afterthought in B2B – a nice logo designed to sit on every advert, email signature and whitepaper, in order to bring a level of consistency and professionalism, not to drive growth. So, how do we fix that, and make sure our brands aren’t lost in the mix or associated with the wrong things?

This blog outlines what we mean by ‘brand’ in the first place – beyond just colours and logo – and just why it’s so important.

What is branding in B2B marketing?

In the words of Darren Coleman, our Brand Expert in Propolis– our global community for B2B marketers: “A brand isn’t just …