More than a Logo: Brand and B2B Marketing Synergies

Branding in B2B marketing is more than creating a recognizable logo or catchy tagline. It’s about building a credible and trustworthy identity that resonates with businesses, creates differentiation in a crowded market, and ensures cohesive efforts between marketing and sales.

With over 20 years of experience navigating the intricacies of branding and marketing, I’ve witnessed first-hand the pivotal role branding plays in B2B marketing.  This post explores the connection between the two, backed by data points, examples, and personal experiences, to emphasize the importance of these synergies.

Branding and B2B Marketing

First, let's clarify the relationship between branding and B2B marketing.

B2B marketing comprises the strategies and tactics to attract and engage business clients, while branding supports these strategies with a coherent identity and purpose.

Branding establishes the essence of who you are, what you stand for, and why your business partners should care. It acts as the foundation supporting all marketing activities and ensuring they are aligned with the company's core values and goals.

The importance of branding in B2B marketing comes down to:

• Building Credibility and Trust

• Differentiating in a Crowded Market

• Creating Synergies between Sales and Marketing

 Building Credibility and Trust

According to Edelman, 81% of B2B buyers are more likely to buy from a brand they trust.

Establishing credibility and trust involves aligning a well-positioned brand with a compelling story and consistent visual identity that sets you apart from competitors and strengthens the bond between marketing and sales.

At Wiley, I led three rebranding efforts that resulted in substantial growth across marketing channels while significantly enhancing our market presence and credibility. This work isn’t easy. It takes time. But when executed well (see my May blog post on the topic), it can drive significant growth and nurture lasting client relationships – ultimately establishing credibility and trust.

Differentiating in a Crowded Market

In a saturated market where you’re competing for share, how do you ensure your brand isn't just another face or voice in the crowd? It’s about creating a distinctive brand identity that not only captures attention but also builds lasting connections. What are the key components of a sound brand identity?

—    Define and communicate your brand positioning. Effective brand positioning answers the fundamental question: “Why should customers choose us?” Your brand story should encapsulate your mission, share your vision, showcase your values, connect emotionally with your audience, and relay your brand’s history and journey in a relatable way. Over time, this builds an emotional connection with your audience, fostering loyalty and trust.

—    Develop a Consistent Visual Identity: 9 out of 10 times when you ask a marketer, “Who is doing this well?” what do they say?

Apple. Its sleek, minimalist design language is instantly recognizable and consistently applied across all its products, marketing materials, and retail spaces.

Maintaining consistency enhances brand recognition and reinforces brand reliability - from your website to customer service interactions - which is key to building trust.

—    Ensure exceptional customer experiences: personalize interactions, create valuable content that addresses customer needs, and make it a practice to solicit feedback to improve products/services and customer retention.

At Wiley, we tailored our strategies for key segments based on customer needs, which were identified through market research insights and direct customer feedback. This informed robust content and integrated marketing strategies that ensured our interactions were relevant and valuable. Backed by strong positioning and a consistent visual identity, these efforts contributed to nearly 80% of sales-qualified leads in the pipeline.

Creating Synergies between Sales and Marketing

Consistent branding provides a cohesive foundation for all marketing and sales activities. When a brand is consistently presented across all channels—be it social media, email campaigns, or sales presentations—it ensures cohesive communication and that both marketing and sales teams are aligned in their objectives and strategies. The impact of this synergy is substantial.

According to Demand Metric, consistent branding can increase revenue by up to 23%.

This increase can be credited to the improved efficiency and effectiveness of marketing and sales efforts when both teams are working from the same playbook (we created several playbooks as part of a cross-functional effort at Wiley). Consistent branding creates a strong market presence and makes it easier for sales teams to close deals because potential customers already have a clear and positive perception of the brand.

Moreover, when marketing and sales teams collaborate closely, they can share insights and feedback that help refine strategies and messaging. This collaboration ensures that marketing efforts are generating leads that are more likely to convert, and sales teams are equipped with the tools and information they need to close those leads effectively.

Key Takeaway: Branding is an indispensable element of B2B marketing. It establishes credibility, differentiation, and synergy between marketing and sales.

Bottom line: investing in branding is not just beneficial, but essential for B2B marketing to drive meaningful results and lasting impact.