Ray Baird

Founding Partner

Ray Baird

In an industry full of sound and theory, Ray is the real deal. He is a change maker who gets things done.

A founding partner of BrandingBusiness, Ray is a sought-after authority on B2B branding.  He has helped hundreds of companies to find a way through the myopia of operational complexity to find a clear, distinct and compelling position in the market.

With a dynamic, hands-on style, he excels at leading executive teams through the complexities of the branding process, building consensus and eliciting the critical insights that shape extraordinary business outcomes.

“The world has enough followers. Be different and be challenging. Change the mindset of those around you. Challenge convention. Break the standard. Then, you can call yourself a leader.”

As an expert on the healthcare and technology industries, Ray helped the executive team at Kaiser Permanente (SCPMG) build its renewed vision and brand story and worked with Huawei to position its brand in North America. He was instrumental in shaping Tech Data’s new brand strategy during the acquisition of Avnet.

As testimony to his visionary leadership and ability to bring out the very best in executive teams, his work for Anchorum and CHRISTUS St. Vincent Hospital is inspirational.

Previously, Ray was President and co-founder of RiechesBaird, the forerunner company to BrandingBusiness. Under his leadership, the company was consistently ranked among the nation’s top B2B firms by BtoB Magazine.

Ray 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 in Communications from Cal State Fullerton, 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.