Brand Usage Guidelines: Sales and Service

As the primary ambassador of an organization’s brand, the B2B sales force must be trained on correct brand usage. B2B brands often become inconsistent in organizations that lack guidelines governing brand usage by internal users (marketing, channel partners, direct sales) and external providers (e.g., agencies). The absence of brand usage guidelines can sometimes result in inconsistent brand usage by both groups. This report provides a set of best practices for direct sales and customer-facing service teams to develop and implement for sales and service functions.