Myth – Brand = logo or advertising or product
A brand is more than all of those things. Products do things - brands mean things. Businesses choose you for a reason, the value of your products and services mean something to them; a reputation, an assurance of quality, a promise of performance. Defining that, is defining your brand.

Myth – Branding isn’t important in B2B
In B2B, your reputation is what you mean to the marketplace - a reputation for delivering on customer needs and wants, in a way that is unique. Your reputation is an asset to your business. A reputation is what is said or believed about your business. That’s also a brand.

Myth – Brands take care of themselves
If you have worked hard to build a reputation why wouldn’t you protect it? Competitors will smear it, or copy it. New sales reps may not answer to it. Prospects may not hear about it. Customers may not continue to believe it. You are responsible for shaping perceptions of what you do, what you offer and how you stand behind your reputation.

Myth – Branding is just to help you advertise
One of the key benefits of B2B branding is aligning and focusing an organization internally. Rallying your team to embrace the reputation you’ve built, to deliver on the standards and promise of quality and performance you want to represent to the market.

Without this, you are allowing every employee who touches your customer to use their own style, not a unified, consistent style that reflects the nature of the company. Branding gives everyone guidelines on how to present your company, your reputation, your brand.

To elevate a B2B brand, you take control of what you mean.

The best reason to elevate a B2B brand is because it will force you to go through a process that will:

• get you totally focused and aligned, from the inside out
• help you discover what matters most to your customers
• help you uncover your promise and embrace it

A company with an elevated brand will reap many benefits:

• loyalty in difficult times
• protection against competition
• premium pricing
• efficiency in marketing efforts
• easier selling
• increased shareholder value
• more aligned employees and new hires

Ultimately, an elevated brand will help you reach your business goals.

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