In this episode of The Free Lunch, Eddie Ross sits down with branding expert Brenna Garratt, the founder of Sustainer, to explore the crucial role branding plays in business success. With over 20 years of experience in building brands and helping companies navigate the complexities of the B2B market, Brenna shares valuable insights on how branding is much more than just a logo – it’s a strategic asset that drives growth, creates lasting relationships, and differentiates businesses in competitive markets.From her early days in the dot-com boom to building a thriving branding agency and ultimately selling it to a bigger group, Brenna offers a unique perspective on how leaders can use branding to shape their business identity, influence decisions, and build powerful companies.In this conversation, Brenna and Eddie dive deep into topics like:- The importance of strategic branding in B2B markets- How to transform branding from a cost center to a profit center- The challenges of naming companies and products- Why understanding your brand's perception is key to long-term successAnd much more!Whether you're an entrepreneur, marketer, or simply curious about how branding shapes business growth, this episode is packed with actionable advice and behind-the-scenes stories from a true expert in the field.Don’t forget to like, comment, and subscribe to The Free Lunch for more insights on leadership, business strategy, and success stories from top industry experts.00:00 - Introduction to Branding and Leadership04:51 - The Journey of Sustainer and Early Challenges09:51 - The Value of Branding in Business14:49 - Navigating B2B Branding Challenges19:55 - The Art of Presentation and Impact24:48 - Understanding Corporate Perception and Meepathy28:24 - Navigating Client Relationships and Feedback30:43 - Reframing Leadership Roles for Success32:16 - The Importance of Authentic Branding34:26 - The Challenges of Naming and Brand Identity39:43 - The Emotional Power of Branding41:18 - Leadership and Confidence in Branding43:06 - Understanding Client Dynamics and Relationships46:58 - Knowing When to Walk Away from Clients51:44 - Advice for New Entrepreneurs