Ray Baird is a founding partner of BrandingBusiness and a sought-after authority on B2B branding. Previously, he was the President and co-founder of RiechesBaird, one of the nation’s most respected B2B brand strategy firms.
A seasoned brand strategist, Ray has helped hundreds of companies define, differentiate, and convey their market positions through multi-point research, proven process methodologies, and creative strategies over his 25 year-career. With a dynamic, hands-on style, he excels at leading executive teams through the complexities of the branding process and eliciting the critical nuances and insights that lend shape to the final output.
Ray was instrumental in helping American Airlines Cargo become the most preferred brand within the air cargo space. Working with the leadership team at Hitachi Consulting, he helped create and launch a new global brand that enabled higher differentiation and growth. And for companies that include Linksys, FileNet, PCN, and ICUMedical, Ray’s brand strategies helped increase acquisition valuations and boost market caps.
From his substantial body of work Ray has earned recognition in BtoB Magazine's "Who's Who in B-to-B." And under his leadership, RiechesBaird was consistently ranked among the nation’s top B2B firms by BtoB Magazine.
Ray, an engaging speaker and compelling instructor, is frequently tapped by media outlets, industry groups and universities to discuss B2B branding and business building. He also writes regularly about branding and co-hosts a podcast interview series with marketers and other B2B thought leaders.
Ray received a Bachelor of Arts degree from Cal State Fullerton in Communications, and has served on the boards of such non-profits as Red Cross, United Way, and Orange County Homeless Shelter. He helped develop the brand for The Joyful Child Foundation, an organization established in memory of Samantha Runnion and dedicated to preventing crimes against children.
Ray lives in North Tustin, Calif., with his wife and three daughters. When he isn’t branding businesses, he enjoys a good game of golf.