Quick name 5 brands in the Household furniture category?
How about 5 brands from Home appliances?

if you cannot, that’s absolutely fine, because we are overwhelmed with information, our brains heuristics cuts and edits information as much as it can to priorities what’s important to us. 

As a brand that’s not the greatest of news, on average the customers can recall 30% to 50% of established brands if asked to name a brand in a specific product category these numbers might vary per industry and customer segments.

the question then becomes how can your brand be of those other 50% to 70%?
You know! The memorable ones. 

If you’re in B2B marketing, you already get it — your brand isn’t your logo, your color palette, or that slick product video your agency made last year. It’s what decision-makers remember when your name comes up in a room you’re not in.

Let’s talk practically. No fluff.

1. Clarity over creativity — always
(Harmonised tune of voice over loud noise)

How can an orchestra with different instruments play on the same scale? 

Every musical instrument is designed to make different sounds, due to a lot of factors, historical context, design, materials they are made of…etc. 

They key here (pun intended), is musical sheets.
The same unified, singular, best practice guide to all players and instruments to play. 

Before you even think about design or taglines, your brand needs clarity. If your execs, sales leads, and customer success teams all describe your company differently, you’re not building a brand — you’re creating confusion.

Your brand identity starts with a sharp, shared positioning: Who are you? Who do you serve? What makes you different?

Companies like Snowflake and HubSpot didn’t build iconic brands by being the loudest — they did it by being consistent. From the first cold call to the onboarding email, their message never wavers.

According to a study by McKinsey & Company, consistent brand messaging across touchpoints can significantly boost B2B buyer confidence and shorten deal cycles. That’s reason enough to start here.

2. Weave your brand across the buyer journey

In B2B, brand doesn’t stop at the homepage or the booth backdrop. It lives in your sales decks, your event follow-ups, your product interface — even in how your SDRs write cold emails.

This is where a lot of companies miss the mark: they launch with a beautiful brand, but they don’t operationalize it.

Every single touchpoint — internal and external — needs to reflect your brand identity. That includes tone of voice, visuals, value prop, and even how your team handles tough questions.

According to Harvard Business Review, B2B buyers are increasingly looking for emotional connection, not just functional value. A strong brand can drive that — but only if it’s consistent end to end.

Quick Tip: Review your sales templates, event stands, and onboarding materials. Do they all feel like they’re from the same company?

3. Turn your people into your brand (Ambassadors) 

As Peter Drucker’s quote goes.

Culture eats strategy for breakfast. Not only important for moral value this quote can also have monetary value. businesses that actively cultivate workplace culture achieve 516% greater revenue growth over 10 years than those that don’t.

This one’s big. In B2B, your people are your brand.

Whether it’s your CEO speaking at a conference or an SDR posting insights on LinkedIn — those moments shape how people perceive your company.

The most credible voices today? Not ads. Not press releases. It’s your team, online and offline. Give them the tools, the freedom, and the encouragement to share authentically — within your brand tone.

Take Gong, for example. Their bold, energetic brand is reflected not just in their assets, but in how their employees show up online. It’s no accident — it’s intentional.

As Forbes put it: “In B2B, employee advocacy has become one of the most trusted brand-building channels.” I couldn’t agree more.



4. Treat brand like a product

Your brand isn’t a one-and-done project. It’s a living thing — it needs updates, feedback, and care.

Build in regular brand health checks. What’s resonating? What’s outdated? Where is the market shifting?

Have guardrails, yes — but don’t get stuck in them. Your brand should evolve with your audience, not stay frozen in time.

In Conclusion: Your brand isn’t just what you say. It’s what your market remembers when you’re not speaking. Build it with clarity, scale it with consistency, and amplify it through your people.

And if your brand could talk — make sure everyone knows it’s you.