B2B branding - what's important

We want to update our positioning and I have been doing a lot of reading, talking and soul-searching about B2B branding. Here is a list of things that I think are important. Some of them are obvious and some of them are not.

1. Positioning is what you would like people to think about you. Your brand is what they actually think about you.

2. It can work for B2B

3. Brand = emotion

4. Brand does not = logo

5. The natural tendency in B2B marketing is to come up with conservative, "me too" positioning. I think the primary reason for this is a fear of failure.

6. To come up with a unique, credible position takes a lot of things but, above all, courage to follow your conviction.

7. Marketing's job should be a coach when it comes to branding. The key supporter has to be the CEO. If you don't have that don't start. It will not be embraced.

8. The most important area to focus is your employees not external parties. If your employees don't buy in you have failed. The majority of your customer touch points will be with your employees or with tools created by your employees.

9. You should use a vendor to help you as they are unbiased. You cannot be.

10. You should choose a vendor that specializes in branding and choose from at least three firms.