What B2B Marketers Need to Know About Brand

In many B2B organizations, marketers have assumed the role of “brand custodian.” And a number of them have turned to us for advice on how to talk about “brand.” From these conversations, I’ve noticed that there’s a common underestimation of a brand’s real impact.?

Prevailing beliefs are varied: B2B buyers are rational decision-makers, price is the driving force behind purchase intent, sales reps are more important than the brand, B2B products are too complex to distill into a brand narrative, etc. etc. etc. So it’s no surprise that many B2B companies, especially smaller ones, might have limited marketing resources that they choose to allocate towards direct sales support and lead generation activities that can more directly be tied to revenue.?

It’s a missed opportunity.?

Brand is so much more than just logos and colors. Brand lays the foundation for all marketing efforts by creating a compelling narrative that conveys not just what you sell, but why it matters. It's the emotional and psychological underpinning around what you offer, promising value that goes far beyond features or specs. Marketing then becomes the storyteller, turning this rich narrative into tangible interest, guiding potential customers from awareness to action. By weaving product-specific messages into the brand story arc, the unique advantages, benefits, and applications of each offering can be clearly presented to the right audiences.

It’s no wonder that B2B organizations with strong brands hold a 45% larger market share than weaker brands. And it’s likely because 90% of B2B buyers choose a brand that they already have in mind at the beginning of the sales process – based on memorability and perceived value.

Take Salesforce, the CRM titan, as a standout example of the artful blend of brand and marketing. With its playful visual identity and charming cartoon mascots, Salesforce stands out in a sea of tech jargon and complex concepts. These whimsical elements are more than just eye candy; they're powerful brand ambassadors that embody encouragement and innovation, values that are at the core of Salesforce’s fun and friendly brand personality. In their own words: “We believe everyone should be seen, heard, valued, and empowered to succeed.” In doing so, Salesforce is positioned to build bridges between companies and customers through meaningful connection.

Salesforce's marketing distills the brand's positioning into real-world solutions, demonstrating how its tools bring companies and customers together seamlessly. The narratives are rich with empathy, focusing on customer success stories and painting a picture of transformation that goes beyond mere product functionality. And Salesforce continuously personalizes the user journey, leveraging data to tailor content and recommendations, not only enhancing the experience but also cementing the brand's promise to its customers. At the core of the brand’s 1:1 outreach is the Trailblazer Community, a vibrant gathering space for users and aficionados to exchange ideas, learn, and evolve together. This community is more than a forum; it's a hub of collaboration, offering resources and opportunities that empower its members. Every year, this vibrant community attends Dreamforce, which attracts 200,000 brand advocates who are there to immerse themselves in the Salesforce brand.

The beauty of this symbiosis is that the relationship between brand and marketing is not linear but cyclical. Each successful product launch and customer story feeds back into the brand narrative, enriching it with real-world experiences and insights. This ongoing dialogue ensures the brand remains not just relevant but deeply connected to its audience, creating a virtuous cycle of growth and reinforcement.

Capturing and keeping the audience’s attention throughout the buying journey is a significant hurdle, with B2B buyers typically needing 9 touchpoints before committing. This underscores the reality that simply talking about brand is not enough. And choosing whether to invest in either marketing or brand won’t cut it. In today’s landscape, you can’t afford to choose one discipline without the other. You need both.