A brand is more than just the colour, logo and font... it is about how a person feels when they think of that brand. The logo is such a small part of what a brand should be. A good brand has customer interactions that are cherished and remembered, not ones they walk away from feeling confused or worse, angry. It doesn't matter how much of your marketing budget has gone into your re-branding, the experience a customer has is what will stick.
Great customer interactions drive brand differentiation. This means that by providing great customer experience you will drive revenue. And, nowhere is this more critical than in the B2B space where customers are only choosing from a small field of candidates. That means each and every interaction amplifies their impression of the overall brand experience.