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Business-to-business marketers invest enormous resources in developing, refining and delivering their brand message. To be successful, you must communicate your brand consistently and sustain its unique value to every audience you target. Branding is more than logos or slogans: For the most successful B2B brands, branding defines and differentiates your company and how you add value to your markets and customers. A company is more than just its products or services: In the mind of your customers, prospects and all the audiences you seek to influence, your positioning, your values already exist. It is sustained and confirmed by their real-world experiences with your products and services.
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