Brands matter in B2B because your customer’s reputation is inextricably linked to yours.
When it comes to B2B branding, one brand is often an ingredient in another brand. So, things like reputation and delivering on promises are critically important. B2B branding is and always has been about people serving people. But, the stakes are actually higher than in consumer branding. One brand’s success depends upon another. Lives depend on people making smart purchase decisions and choosing reputable brands to do whatever it is that they do – whether building automobiles, aircraft and medical devices, or producing lotions, corn seed or paint.