Brand Marketing

This course demystifies the role of brand in B2B marketing, showing how trust, clarity, and consistency drive long-term growth. You’ll learn how to build, activate, and measure a memorable brand presence that aligns with your buyer’s journey - from first impression to lasting loyalty.
  • 11 videos (1 h)
  • 7 PDFs
  • 3 Learning Activities
Who is this for?
  • Marketers
  • Business owners
  • Sales representatives
  • Managers

Experts

Jessica Dahan

Fractional CMO

Nathan Burke

Chief Marketing Officer, 7AI

Andrei Faji

Founder & Principal Strategist, On Brand Labs

Katherine Cunningham

Director of Marketing, Rhiannon

Course curriculum

Lesson 1.
What is brand and Brand Marketing in B2B?
In this lesson, you’ll explore how Brand Marketing supports Demand Generation by building trust, shaping perception, and reinforcing value throughout the buyer’s journey. We’ll examine why brand is essential in complex B2B decisions, how it influences early-stage awareness, and what it takes to create brand continuity from first impression to long-term loyalty. 
Lesson 2.
Building a brand strategy that supports growth
In this lesson, you will learn how to design a Brand Marketing strategy that creates clarity, consistency, and long-term growth. We’ll explore how to define your brand identity, align teams around a shared purpose, and tailor messaging to different decision makers while maintaining a unified voice.
Lesson 3.
Brand activation and measurement
In this lesson, you will learn how to activate your brand across the entire B2B buyer journey, from awareness to retention, while delivering the consistency and credibility needed to earn lasting trust. We’ll explore key Brand Marketing activities, measurement techniques, and best practices to ensure your brand shows up with impact and proves its value over time.