Community Guides

Building and Maintaining an Authentic Brand

Written by Propolis lead analyst, Peter O’Neill

Our detailed downloadable report examines brand best practice with insight from marketing leaders.

Technology has driven B2B marketers to be more precise and targeted in how they operate – but that should never be at the expense of brand.

B2B companies that do not take an active role in crafting their brand are leaving perception up to chance. Having a defined brand allows companies to guide their narrative and the public’s opinion. Branding is much more than building awareness; it establishes and maintains credibility with prospects, customers, employees and partners.

This is one of the core messages from an extensive examination of Building an Authentic Brand – a 32 page report that covers:

    • The journey of a brand from logo to message to authenticity
    • Building an authentic brand – consistency is key
    • Brand authenticity interpreted in practice
    • Competency assessment framework – a method to help you establish the maturity of a brand content strategy against criteria for success
    • The importance of humanising B2B



These reports examine current best practice based on the latest insight from global marketing leaders. This report features key highlights from the full version that is exclusively available to Propolis members.

Peter O’Neill

Lead Analyst, Propolis

Peter is one of 30 such experts on hand to share their expertise and experience as well as offer 121-support on Propolis, a community intelligence platform that enables B2B marketers to enhance strategy, build a world-class marketing function and deliver tangible ROI.

Joining Propolis also gives you access to a raft of tools, guides and best practice to drive and execute innovation as well as live and on-demand training, workshops roundtables and briefings.

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