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B2B Branding: Build Trust That Creates Demand, 430+ Tools
2,961 students
B2B Branding: Build Trust That Creates Demand, 430+ Tools
B2B buyers buy from brands they trust? B2B branding: positioning, voice, market, funnel, channels and the team
Last updated 10/2026
English
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What you'll learn
- Build the trust that B2B buyers buy from: take 430+ templates, procedures, question lists and checklists in 49 downloadable resources
- Build the brand foundation, voice, campaigns and a brand dashboard
- Diagnose the market and set the budget, brand plan and digital funnel
- Build the marketing team and its technology
- Build trust from the inside: research, strategy and measurement
- Use owned channels, search, email and paid promotion
- Hire, onboard, train, manage and grow the people who carry the brand
- Align demand, conversion and marketing, and run experiments
- See 47 services on screen, including Claude, ChatGPT, LinkedIn, X and Google Search
- Learn with Mike, the #1 HR instructor on Udemy: 1,800,000+ enrollments, 170,000 students, about 200 books on Amazon
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Course content
17 sections • 46 lectures • 23h 9m total length
Requirements
- Experience in marketing, sales or management helps
- English at intermediate level or above, since all lessons are in English
Description
This course contains the use of artificial intelligence.
In consumer marketing, a brand is what somebody thinks about a logo. In business-to-business, a brand is whether the buyer trusts you enough to take a risk on you in front of their boss. Here are 431 tools to build that trust: 290 ready-to-use templates, procedures, question lists and checklists, 89 models and methods, 47 services shown on screen and 5 working files.
Open a lecture, take the template, and check your brand against the buyer's doubts.
Why B2B brands do not create demand
B2B companies copy consumer branding: logos, slogans, campaigns. Buyers need proof, expertise and people they can trust, but the brand promise is not carried by sales, service or the employees the client meets.
What changes after this course
Your brand rests on a clear position and voice, a funnel that turns attention into demand, channels you own, and people who carry the brand in every client contact.
What is inside: 431 tools, counted lecture by lecture
You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.
- 49 downloadable resources: lecture presentations plus 5 working files, including a brand evidence check, a content planning workbook and an employer branding KPI guide
- 290 ready-to-use tools inside the presentations:
- 90 templates and sample documents: positioning statement, tone of voice, brand vocabulary, brand plan
- 56 step-by-step procedures: AI brand audit, brand voice agent training and testing, seven-day brand campaign sprint, first 24 hours crisis response
- 45 question lists and scripts: campaign channel selection, customer discovery interview, brand perception survey, customer experience audit interview
- 36 checklists: brand audit readiness, messaging consistency, brand name screening, brand identity launch
- 26 ready AI prompts: brand positioning generation, messaging matrix generation, brand voice agent, Big Idea generation
- 22 scorecards, rubrics and matrices: competitor comparison matrix, brand architecture decision matrix, positioning robustness, messaging matrix
- 13 formulas and metric sets and 2 other working tools: brand health metrics, brand performance dashboard, brand architecture decision worksheet, sales performance diagnosis guide
- 89 models and methods explained with examples: Interbrand brand valuation, STP segmentation and positioning, brand archetypes, Golden Circle
- 47 services shown on screen, including Claude, ChatGPT, LinkedIn, X, Facebook and Google Search
Where the tools are
Brand foundation (2 sections, 89 tools). Foundation, voice, campaigns and the dashboard.
Market, budget and funnel (2 sections, 117 tools). Market diagnosis, the brand plan and the digital funnel.
Team and technology (1 section, 36 tools). The marketing team and its tools.
Trust from the inside (3 sections, 51 tools). Research, strategy, measurement and trends.
Channels (2 sections, 59 tools). Owned channels, search, email and paid promotion.
People who carry the brand (3 sections, 78 tools). Hiring, onboarding, training, managing and growing.
Demand and experiments (3 sections, 33 tools). Conversion, alignment, technology and cases.
Who is teaching
I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe.
To make my courses valuable I use real company cases. The HR Brand award run by HeadHunter publishes nominees' presentations with a full description of what HR did in each company, and I use them to show participants real problems and solutions. Real evidence persuades professionals far better than claims.
How to use the course
Start with the brand foundation and market sections, then build channels and the people side of the brand. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.
What is included
- 46 lectures across 17 sections, 23 hours
- 49 downloadable resources: lecture presentations and 5 working files
- 431 tools across the lessons, including 47 services shown on screen
- Lifetime access to all materials
- Active instructor support in the Q&A section
- A Udemy Certificate of Completion
Where to start
Write the three doubts a buyer has before choosing you, then open the brand foundation section. Enrol now and start your first lesson today.
Who this course is for:
- B2B marketers and brand managers
- Founders of B2B companies
- Sales and marketing leaders
- Consultants and agencies selling to businesses
- Employer brand specialists