Know-How Exchange : Branding

I recently stepped into a lead marketing role at a small to mid size B2B organization, and one thing I believe we do particularly poorly is branding, and maintaining a consistent message accross all communication channels. In the past marketing has played a very limited role in the development of the company, and they were still successful.

Certain legislation may force us to shift our efforts from our niche market where we are the dominate player. We have approx the 3rd largest market share out of a couple dozen competing organizations in the segement we are actively looking to grow.

Long story short, I believe we need to develop a strong brand and identity in this growth market if we are going to shift market share.

I have to meet with my CFO, and convince him somehow branding is a worthwhile investment in a B2B setting. If anyone has any experiences or facts I can I use I would very much appreciate it.

Thanks
Frank