The Eyelet.

Over our 30+ years of brand building we’ve talked and worked with a lot of B2B brands. As expert builders of service-based brands we’re always shocked when an executive tells us that “branding doesn’t matter” in the B2B space. In our experience, brand building is actually more important in the B2B world. And, it’s inherently more complex.

Generally, we’ve found that the perceived lack of importance in B2B branding stems from a common misperception of what brands are and what they do. When a B2B executive tells us that branding isn’t important, generally they’re referring to brand identity. Translation, they’re thinking of the brand and its identifying logo as one in the same.

A brand is not a logo. While a logo is an identifying asset of the brand, it’s not the brand itself. A well conceived, strategically built brand strategy defines both who we are as an organization and who we are not. As such, it should provide laser-like focus to anyone who carries the brand message. Additionally, it offers a clear and compelling belief system that attracts and engages both employees and customers. That higher level engagement, fosters an emotional attachment to the company. Employees that are emotionally connected to our organization are willing to self-sacrifice for the greater good. Customers that are emotionally connected to our organization are likely to be more loyal to and more profitable for the brand.

Ultimately, at Mlicki, we define a brand as the relationship between the organization, its people, its suppliers, its customers and the media. That relationship fosters perception and emotional resonance. What could possibly be more important than that?