In companies, thinking is still often done in silos. This means that different departments are too rarely encouraged to work closely together. This has a major impact, especially on communication and brand management. The two areas are strongly interdependent. But even when they work together on a project, this often happens only at the operational level, not at a deeper, strategic level.

The brand dictates much of the communication. It provides the character, the tone, and partly also the topics for the messages. The brand is the basis for communication.

If communication does not properly pick up and pass on these guidelines, the branding becomes diluted. This wastes a lot of potential. After all, a brand is more than just a logo, slogans, and trends. It carries the reputation and values of a company. When used correctly, it ensures long-term customer loyalty and credibility. The task of communication is now to make the brand vivid and tangible to the outside world. This influences how (potential) customers perceive the product or service. Good brand communication can genuinely create fans for your own company. This also applies to internal communication, by the way. It helps ensure that all employees have the same understanding of the corporate 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 perceived without good communication, and communication without a brand concept behind it quickly becomes interchangeable and meaningless.

In our experience, it has been shown that a strong brand also supports all other disciplines. If you succeed in establishing clear branding, the impressions of all actors and stakeholders are united. The different departments then pull together more strongly and corporate goals are achieved more easily. The right target group is addressed more precisely, and every interaction with customers becomes a little easier.

Good Branding: The Composer for Your Communication Orchestra

How exactly can brand and communication work together now? By having both disciplines jointly compose music that stands out from the noise. We believe that good branding can be compared to music. Everyone tries to shout something out into the world with their communication. Everything is chaotic, loud, uncoordinated. It stresses and disturbs and triggers reactions like: “I don't want to see any more advertising.“ A well-built and well-communicated brand, on the other hand, has an effect on the target audience like music. It is pleasant, connects, brings joy, and can even inspire.

How to: What does that mean in practice?

The benefits of a close interlinking 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 by defining a brand voice and a brand-aligned content strategy, using communication as a lever to give potential customers a brand experience at every touchpoint. Relevant B2B examples are often 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 in communication for individual sub-brands – either because resources are insufficient for all brands to be managed, or because a strong parent or main brand attracts too much attention. You can find a practical example here in the interview about the brand transformation of the Körber Group.

3. Using the brand to activate new target groups: Traditional brands in particular often find themselves trapped in a certain perception solely 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-appropriate and brand-appropriate content and topics, flanked by a strong brand presence on digital channels.