6 Smart Ways to Use Your B2B Brand to Drive Sales
Make your brand work harder for sales.
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One of the first questions I ask my clients is,
“How do you sell? Walk me through your sales process.”
I usually get one of two responses:
- “How is that relevant to my logo or website?”
- “No one’s ever asked me that before.”
Neither answer surprises me. The first gives me a chance to explain why it's highly relevant. The second gives me an opportunity to deliver real results through branding.
Most people find selling uncomfortable. They either haven’t learnt how to do it, or they dislike it enough to avoid it entirely. So when they begin a branding process, sales isn’t even on their radar.
But the truth is, no business exists without sales. And selling becomes much harder without strong branding.
If you're in B2B and want to make your brand work harder for you, here are six ways to use your brand to drive more sales:
1. Repel the wrong customers
Build your brand persona to attract the right audience and filter out the wrong ones.
Not everyone is your customer, and that’s OK.
Not everyone buys Apple. And Apple doesn’t try to sell to everyone.
If you’re a premium product or service, make sure your brand looks and behaves like one. If you’re built for the masses, your brand should reflect that too. Your positioning starts with design and language.
2. Align your sales funnel with your brand
Most sales funnels focus only on converting leads. That’s shortsighted.
In reality, only a small percentage of prospects convert immediately. The rest? They’re watching, evaluating, sharing, and remembering.
Use your sales funnel not just for conversion but to build trust, communicate your values, and grow your audience. Even if they don’t buy today, they might recommend you tomorrow.
3. Humanise your brand
People buy from people, not logos.
Apple didn’t become Apple purely through product design. Steve Jobs gave the brand a personality, a face, and a story.
Use your face. Use your story. Be visible.
If you’re not willing to champion your business, who else will?
4. Define and use your Brand Voice
Your Brand Voice is the tone, language, and attitude your business consistently communicates.
Think about how IKEA does it — simple, humble, inclusive. Their voice shows up in everything they write or say. It’s consistent, and we feel like we know them.
Define your voice. Stick to it. Repeat it everywhere.
5. Build your brand around your future, not your flaws
A mentor once told me:
“Build from your strengths. Keep adding to them. That’s how you outgrow your weaknesses.”
The same goes for branding.
Position yourself as who you want to become, not just who you are today.
Identify your strengths. Highlight them. Serve through them.
Know your weak spots, but don’t lead with them.
6. Be intentional with your content and value
I used to create random social media content just for the sake of posting. It led to nothing — no leads, no growth, no direction.
The lesson?
Create with intent. Focus on delivering real value.
You only have 24 hours in a day. Use your time and attention wisely. Build a brand that prioritises value, not noise.
Where Your Brand Goes Next
At 9Point Design, we help B2B brands align strategy, design, and sales messaging to build visibility, trust, and pipelines. If your brand isn’t contributing to your bottom line, we should talk.
Branding is not just a design task. It’s a sales enabler.
