Branding got its name, after all,

when a heated piece of iron met a cow's hide.

But B2B branding has become so much more.

At Godfrey, we think of your B2B brand

as a symbolic representation of your company.

From the way you make your products

to the way you answer the phone.

It's the sum total of everything you do

to interact with your customers, your suppliers,

your audience, your market, your world.

It's shorthand for their total experience.

To be most effective, your brand has to stand for something.

Represent all that you have to offer a customer.

Show your position -- real and aspirational -- in the market.

Reflect your values. Say who you really are.

It has to come from inside your organization as well as outside.

It needs to be captured in the way you treat your people

as well as the way you treat your customers.

In the office. Across the street. And around the world.

It's not once and done. It's day in and day out.

Years and even decades.

And it's for real.