Companies often still think in silos. This means that different departments are rarely encouraged to work closely together. This has a major impact, especially on communication and brand management, because the two areas are highly dependent on each other. But even when they work together on a project, it often only happens on an operational level, and not on a deeper, strategic level.

The brand provides a lot for the communication. It provides the character, the tonality, and sometimes also the topics for the messages. The brand is the basis for communication.

If the communication does not pick up and pass on these specifications correctly, the branding will be diluted, wasting a lot of potential. A brand is more than just logos, slogans and trends. It carries the reputation and values of a company within it. When used correctly, it ensures long-term customer loyalty and credibility. The task of communication is now to make the brand come alive and tangible to the outside world. This influences how (potential) customers perceive the product or service. Good brand communication can even create fans of your own company. This also applies to internal communication, by the way. It helps to ensure that all employees have the same understanding of the company brand, identify with it, value it and pass it on.

A strong brand: the cornerstone of all disciplines

There is therefore an interaction between brand management and communication. One changes the other and they need each other. Even the best brand will not be noticed without good communication, and communication without a brand concept behind it quickly becomes interchangeable and meaningless.

In our experience, a strong brand also supports all other disciplines. If you manage to establish clear branding, the impressions of all players and stakeholders will be united. The different departments will then pull together more strongly and corporate goals will be achieved more easily. The right target group will be addressed more precisely and every interaction with customers will be a little easier.

Good branding: The composer for your communication orchestra

How exactly can brand and communication work together? By both disciplines composing music together that stands out from the noise. We think that good branding can be compared to music. Everyone tries to shout something out into the world with their communication. Everything is confused, loud, uncoordinated. It stresses and disturbs and causes reactions such as: “I don't want to see any more advertising.” A well-structured and communicated brand, on the other hand, has the effect of music on the target group. It is pleasant, connects, gives pleasure and can even inspire.

How to: What does that mean in practice?

The advantages of a close integration of brand and communication are diverse and vary greatly depending on the individual situation of a company. The following three examples illustrate the spectrum of modern brand communication.

1. brand voice & content strategy: In principle, it is easy for many companies to implement a brand voice and a brand-affine content strategy to use communication as a lever to bring a brand experience to potential customers with every contact. Relevant B2B examples can often be found in the areas of marketing technology and SaaS solutions, as both industries have a high affinity for both content marketing and brand management.

2. brand as a beacon: Complex corporate structures often make it difficult to develop the necessary strength for individual subsidiary brands in communication - either because there are not enough resources for all the leading brands or because a strong umbrella or main brand attracts too much attention. You can find a practical example here in the interview about the Körber Group's brand restructuring.

3. using the brand to activate new target groups: Traditional brands in particular often find themselves in the situation of being trapped in a certain perception simply due to their well-known history. However, media-focused, classic brand campaigns are rarely an option for B2B companies, so the importance of brand-focused communication is particularly high here. This can be implemented primarily through the clever combination of target group and brand-appropriate content and topics, flanked by a strong brand presence on digital channels.