Why do some B2B brands become unforgettable while others fade into the background? The answer lies in the power of distinctive brand assets.

According to research from Marq , 88% of businesses recognise that brand consistency drives revenue growth, yet many B2B brands underutilise their most powerful tools – distinctive brand assets.

In sectors like construction, manufacturing, and technology, where decisions involve multiple stakeholders, and sales cycles span months or even years, brands often focus too heavily on functionality. Yet, even in B2B, emotional connections drive decisions as much as logic does, especially when risk aversion is a key factor for decision-makers.

Distinctive brand assets – logos, colours, sounds, and tone of voice – are not just creative choices. They are strategic tools that shape perception, build trust, and ensure long-term success. However, many B2B brands fail to fully leverage these assets, leaving untapped potential for growth and recognition.

This article explores the importance of distinctive brand assets, breaking down their impact, exploring real-world examples, and offering a practical framework to ensure consistency and effectiveness.

Building mental availability in long sales cycles

In B2B, where sales cycles often stretch over months or even years, your brand must remain present even when buyers aren’t actively searching for solutions. Research shows that 95% of B2B buyers aren’t in-market at any given time (Ehrenberg-Bass Institute).

Distinctive assets act as mental shortcuts, ensuring your brand is the first to come to mind when buying decisions arise. Without these shortcuts, your brand may never even enter the consideration set.

Statistically, it takes 5 to 7 impressions for a customer to remember a brand (Pam Moore). And once a buyer decides, 81% of B2B purchases are awarded to the first brand considered (The B2B Institute). This highlights the critical importance of being top of mind from the very beginning.

Why it matters:

In industries with lengthy and complex buying journeys, subconscious recall can make the difference between a buyer reaching out to your brand or being swayed by a competitor. Strong brand assets build familiarity, positioning you as a trustworthy, reliable choice long before direct engagement.

Adding emotion to rational decisions

While B2B decisions may appear rational, emotional factors often play a decisive role. Buyers are drawn to brands that evoke trust, align with their values, or simply feel approachable and confident.

The phrase ‘nobody ever got fired for buying IBM’ might not be the most glamorous slogan in marketing, but it encapsulates the mindset of many decision-makers facing high-stakes choices. If your brand hasn’t been able to evoke trust through familiarity, will you be seen as too risky for the audiences you ultimately need to convince? Do they have a more ‘trustworthy’ or ‘obvious’ choice they could default to instead?

This dynamic underscores why distinctive brand assets matter. Emotionally resonant branding not only differentiates your business but also reassures buyers that they’re making the right decision—a critical factor when professional reputations are on the line.

Why it matters:

B2B buyers face high-stakes decisions that affect their organisations and careers. A brand that connects emotionally with buyers becomes part of their consideration set, even before a specific need arises.

Creating consistency to build confidence

Today’s B2B buyer interacts with brands across multiple touchpoints: websites, trade shows, emails, LinkedIn, and more. Inconsistent branding across these channels creates confusion and undermines trust, making it harder for buyers to believe in your reliability.

The power of consistency is undeniable. 88% of businesses report that consistent branding has contributed to at least a 10% increase in revenue (Marq). Additionally, brands that consistently tell their story enjoy a 20% increase in brand value (Linearity).

Why it matters:

Consistent branding removes friction from the buyer’s journey. It ensures your audience recognises your brand instantly, regardless of where or how they encounter it. Over time, this consistent experience strengthens trust, turning casual awareness into long-term loyalty.

Deep dive into distinctive assets

Colours

Impact: Colour influences up to 90% of subconscious judgments (CCICOLOR). It’s not just an aesthetic choice—it’s a psychological tool that triggers associations, evokes emotions, and aids brand recall. Using a consistent colour scheme can increase brand recognition by up to 80% (Loyola University Maryland Sellinger School of Business and Management).

Examples:

• UPS: Brown is an unconventional choice, yet UPS has turned it into a signature asset, synonymous with reliability and professionalism. From delivery trucks to uniforms and digital platforms, this consistent use of brown creates a cohesive and recognisable identity, reinforcing trust in its dependable service.

• Slack: Slack’s vibrant purple isn’t merely eye-catching – it reflects the creativity, collaboration, and approachability at the core of the brand. This colour is reinforced through its clean interface design and marketing materials, creating a visual language that feels both innovative and accessible.

How B2B can use It:

• Use unexpected combinations: Experiment with bold, unconventional colour pairings that align with your brand’s values while standing out in your industry.

• Own a colour: Select a signature colour and dominate its usage across your sector to build recognition (e.g., UPS with brown, Monzo with coral).

• Enhance contextual relevance: Align your palette with industry trends or customer expectations while adding a distinctive twist that reflects your brand values.

Logos

Impact: Logos encapsulate mission and values while providing instant recognition.

Examples:

• Cisco: The Cisco logo, inspired by the Golden Gate Bridge, ties the brand’s heritage to its mission of enabling global connectivity. Its simple yet meaningful design resonates across cultures and industries, becoming an enduring emblem of innovation and reach.

• FedEx: The famous hidden arrow between the “E” and “X” subtly reinforces speed and precision – values at the core of FedEx’s promise. This detail demonstrates how thoughtful design can embed a brand’s mission into its visual identity without being overt.

How B2B can use It:

• Inject symbolism: Design your logo to reflect your brand’s unique story or industry positioning (e.g., Cisco’s Golden Gate Bridge-inspired design).

• Think dynamically: Consider creating adaptable logos for different mediums, like motion graphics for digital platforms or simplified versions for mobile apps.

• Avoid clichés: Steer clear of overused designs in your sector and aim for simplicity that resonates with your audience.

Typography

Impact: Fonts are a visual tone of voice, influencing how your message is received.

Examples:

• Google: Product Sans, Google’s custom typeface, reflects simplicity, clarity, and innovation. Its clean and modern design complements Google’s user-first philosophy and reinforces the brand’s approachable yet forward-thinking identity.

• Mailchimp: Mailchimp’s choice of Cooper Light font imbues its branding with a quirky and human touch, perfectly aligning with its approachable and creative personality.

How B2B can use It:

• Customise your typeface: Invest in a bespoke font that becomes a signature element of your brand’s identity, making every word distinctly yours.

• Add personality: Use fonts that reflect your brand’s tone—whether authoritative, approachable, or playful.

• Prioritise uniqueness: Avoid generic typefaces. Select a font family that creates differentiation while maintaining readability across formats.

Sonic branding

Impact: Sound triggers memory faster than visuals, creating emotional connections instantly.

Examples:

• Intel: Intel’s iconic five-note chime is an auditory signature of innovation and quality. Heard in ads and product bootups, it reinforces Intel’s leadership in technology and builds brand trust across consumer and B2B markets.

• VO consistency: GE uses the same authoritative, conversational voiceover tone across all video materials – from explainer videos to podcasts. This creates a familiar, human connection while maintaining professionalism.

How B2B can use It:

• Own a sound: Develop a distinct sonic logo or jingle that immediately evokes your brand, like Intel’s chime or McDonald’s whistle.

• Use audio in unique ways: Integrate sonic elements into unexpected touchpoints, such as app notifications or event intros, for surprise and delight.

• Reinforce familiarity: Use consistent voiceovers and sound cues across all audio-visual content to build emotional recall.

Shapes

Impact: Distinctive shapes create strong visual identities and enhance recall.

Examples:

• Toblerone: The triangular shape of Toblerone chocolate is more than functional – it evokes the Swiss Alps, linking the product to its origins. This shape creates a recognisable physical and visual identity that sets it apart from competitors.

• PlayStation: The circle, triangle, square, and cross have become iconic symbols in gaming, providing instant recall while reinforcing the brand’s playful yet innovative positioning.

How B2B can use It:

• Incorporate distinctive patterns: Use shapes in product designs or trade show installations that are instantly recognisable and tied to your brand story.

• Design signature product features: For physical products, create a unique silhouette or feature (e.g., Toblerone’s triangle-shaped bar or PlayStation’s iconic controller buttons).

• Create branded icons: Develop custom icons or geometric patterns that become synonymous with your brand across digital and physical media.

Packaging

Impact: Packaging shapes expectations and builds trust from the first interaction.

Examples:

• Apple: Apple’s clean, minimalist packaging reflects the brand’s commitment to innovation and premium quality. Each box feels like an extension of the product itself, reinforcing their ethos of simplicity and elegance.

• Amazon: Frustration-free packaging doesn’t just improve the unboxing experience; it also showcases Amazon’s dedication to customer convenience and sustainability. By reducing waste and focusing on efficiency, Amazon turns packaging into a subtle yet powerful brand asset.

How B2B can use It:

• Make packaging a brand ambassador: Use shapes, textures, and colours that instantly convey your brand’s identity and values, ensuring your packaging is as distinctive as your logo or tagline.

• Reinforce brand identity: Incorporate distinctive elements like brand colours, shapes, or patterns into your packaging design to make it immediately recognisable.

• Create a memorable unboxing experience: For high-stakes B2B items (e.g., software kits, industrial tools), consider adding thoughtful touches like branded inserts, personalised thank-you notes, or eco-friendly design elements that align with your values.

Imagery

Impact: Imagery reinforces identity and evokes emotions.

Examples:

• Airbnb: Airbnb’s focus on real-life, lifestyle-driven photography highlights the brand’s mission to foster connection and belonging. By using authentic, user-generated images, the brand builds trust and relatability.

• Monzo: Monzo’s modern illustrations embody the brand’s fintech ethos – approachable, innovative, and digitally focused. Combined with its signature coral colour, Monzo creates a consistent and recognisable aesthetic across its app and marketing materials.

How B2B can use It:

• Curate a recognisable style: Develop a consistent visual language, such as using filters, tones, or illustration styles that align with your brand personality (e.g., Monzo’s playful fintech illustrations).

• Showcase real applications: Use authentic imagery that reflects your product in action, connecting your brand to practical outcomes.

• Invest in custom visuals: Avoid stock photography whenever possible. Commission original illustrations or photography that visually encapsulates your unique value proposition.

Character

Impact: Characters personify values and forge emotional connections.

Examples:

• GEICO Gecko: The GEICO gecko embodies approachability, simplicity, and humour. By adding charm to an otherwise dry topic like insurance, it transforms customer interactions into memorable, engaging experiences that differentiate the brand.

• Compare the Market’s Meerkats: Alexandr and Sergei, the iconic meerkats, have become deeply embedded in UK advertising culture. Their playful personalities and relatable storytelling not only entertain but also reinforce brand recall, often overshadowing the product itself in a positive way.

How B2B can use It:

• Align with your values: Create characters that embody your brand’s mission and values, making them relatable and memorable.

• Design for longevity: Develop characters with timeless appeal that can evolve with your brand while remaining recognisable.

• Avoid overuse: Use characters strategically to complement, not overshadow, your other brand assets.

The DISTINCT framework for evaluating brand assets

SLG Agency developed the DISTINCT framework to evaluate and optimise brand assets:

• Durable: Will it stay relevant for years to come?

• Instantly recognisable: Does it trigger recall in seconds?

• Symbolic: Does it reflect your brand’s values?

• Tangible: Can it work across all touchpoints?

• Integrated: Is it consistent across platforms?

• Nuanced: Does it connect emotionally with your audience?

• Consistent: Are your assets applied uniformly across all channels, building trust and familiarity?

• Timeless: Does it transcend trends, remaining effective over time?

Simple steps to audit your brand assets

1. Take stock: List all assets: logos, colours, typography, taglines, packaging, and sonic branding.

2. Evaluate for distinctiveness: Are they unique or could they belong to a competitor?

3. Check for consistency: Are assets aligned across all platforms?

4. Get feedback: Seek insights from teams or customers.

5. Identify gaps: What’s missing or needs refinement?

6. Set a plan: Strengthen what works and replace what doesn’t.

Conclusion

Distinctive brand assets aren’t just creative choices—they are strategic tools that define your brand and foster trust. In B2B, where decisions are high-stakes, these assets build recognition, loyalty, and emotional connections.

By applying the DISTINCT framework and refining your assets, you can elevate your brand from functional to unforgettable.