If you think branding is only about flashy logos and catchy slogans for consumer products, you are missing most of the business world. In this chapter, we extend everything we know about brands into the less visible but equally powerful arenas of industrial suppliers, high-tech firms, service providers, retailers, and small businesses. The core principles still hold, but the way we build, communicate, and measure brand strength often looks very different when the “customer” is another company, a patient in a hospital, or a local bakery’s regulars.