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This chapter offers insights into one of the most influential aspects of external branding, namely, branding within business-to-business (B2B) sales. In particular, the authors of this chapter claim that B2B sales are indispensable for the growth and existence of a brand. The special attention of this chapter is focused on sales personnel, as representatives of firms and carriers of branding. In other words, the impact of sales personnel on branding in a B2B context is presented theoretically and examined empirically. The chapter thereafter offers an interesting case study of Logomo, a cultural venue in Finland, specializing in selling customized space to companies, as well as organizing different kinds of public events. Through a combination of theory and practice, the authors demonstrate the importance of branding within B2B sales and conclude by providing specific implications for practitioners.