This paper is dedicated to the topic of development and management of business service brands. The service brand consists of the values of tangible and intangible elements that companies use to position themselves in the market as successfully as possible. Although there are several different strategies for developing a service brand, it is important to implement a holistic approach and consistency of key brand messages. How strong a brand can become is also shown by the fact that it can be viewed as an independent market entity that has its own value. Due to that, Forbes every year publishes a list of the 100 most valuable brands in the world. As the growth of companies providing business services is noticeable in the Croatian economy, the paper, after reviewing the theoretical part, contains a descriptive review of the primary research conducted in order to find out how Croatian companies approach building a service brand. The research shows that Croatian companies that provide services in business markets treat the brand as a valuable intangible asset, apply a holistic approach for brand building, and most often use the corporate brand strategy. The inseparability of the service from the employees results in the fact that Croatian companies are more focused on internal than on external communication.