How to build brand assets that customers remember

How to build brand assets that customers remember

In a crowded B2B market, having a great product or service is only half the battle. To be truly memorable, you need a brand that sticks in the minds of your customers. Too often, B2B branding is treated as an afterthought, resulting in a landscape of lookalike brands that fail to make a distinct impression. The brands that stand out are those that build a complete, cohesive world around their offering.

A strong brand is a system of assets working together. It’s the visual style, the tone of voice, the iconography, and even the sounds that create a distinct and consistent experience at every touchpoint. These assets don't just make you look good; they build trust, communicate your values, and make your business instantly recognisable.

Let's deconstruct how leading B2B brands—and one B2C titan—have created unforgettable brand assets that go far beyond the logo.

1. Mailchimp: The power of a distinct personality

For years, Mailchimp has been a masterclass in how to build a friendly, approachable brand in a technical space. While other tech companies leaned into corporate blues and greys, Mailchimp embraced a quirky and expressive identity.

• What makes it memorable:

  • Illustration Style: Mailchimp’s signature hand-drawn, slightly imperfect illustration style is instantly recognisable. It feels human, creative, and accessible, which perfectly aligns with their mission to empower small businesses.

  • Tone of Voice: Their copy is consistently encouraging, clear, and sprinkled with a bit of wit. It avoids jargon and speaks to the user like a helpful, knowledgeable friend.

  • A Mascot with Charm: Their mascot, Freddie the Chimp, acts as a friendly guide, appearing across the platform to offer a high-five after a campaign is sent or a reassuring wink. It adds a layer of personality that turns a software tool into a partner.

• The takeaway: Don't be afraid to be different. A unique personality, expressed consistently through visuals and voice, can turn a functional product into a beloved brand.

2. Slack: Making productivity feel human

Slack transformed workplace communication, and its brand was a huge part of that success. The product is designed for efficiency, but the brand feels collaborative, vibrant, and surprisingly playful.

• What makes it memorable:

  • A Vibrant Colour Palette: Slack’s use of a bold and varied colour palette (built around its signature aubergine purple) immediately sets it apart from the sea of corporate blue. The colours make the app feel energetic and engaging.

  • Playful Iconography and Illustrations: From the loading screen messages to the custom emojis, Slack is filled with small, delightful details. Their illustrations are clean, optimistic, and focused on people working together, reinforcing the core benefit of the product.

  • Auditory Assets: The distinctive "knock brush" notification sound is as much a part of the Slack brand as its logo. It's a subtle but powerful auditory cue that is instantly associated with the platform.

• The takeaway: A brand experience is multi-sensory. Think about how colour, illustration, and even sound can make your product more intuitive and enjoyable to use.

3. Salesforce: Building a community through character

Salesforce sells a powerful but complex suite of software. To make their ecosystem feel more accessible and engaging, they didn't just create a brand; they created a community with its own identity: the "Trailblazers."

• What makes it memorable:

  • A Thematic World: The entire Salesforce learning platform, "Trailhead," is built around a national park/adventure theme. Users are "Trailblazers" on a journey, earning badges and exploring new skills. This metaphor turns learning into a fun, gamified experience.

  • A Cast of Characters: The brand is brought to life by a cast of friendly mascots like Astro, Codey the Bear, and Appy the Bobcat. These characters act as guides, making the software feel less intimidating and more like a friendly adventure. They appear everywhere, from the website to global conferences, creating a consistent and beloved cast.

  • An Identity for Users: By calling their users "Trailblazers," Salesforce gives them more than just a product; they give them an aspirational identity. It fosters a powerful sense of community and belonging among its customer base.

• The takeaway: Give your community a name and a world to belong to. Using characters and a strong theme can make even the most complex B2B products feel human, accessible, and aspirational.

4. The ultimate benchmark: McDonald's

While not a B2B company, no discussion of brand assets is complete without mentioning a brand like McDonald's. Their system is so strong that it provides the perfect benchmark for any company—B2B or otherwise—aspiring to become instantly recognisable.

• What makes it memorable:

  • Iconic Visuals: The Golden Arches are one of the most recognised symbols on the planet. This is supported by a strict colour palette of red and yellow that is used consistently across packaging, uniforms, and restaurant design. You know a McDonald's from a mile away without reading a single word.

  • Multi-Sensory Branding: The brand extends beyond visuals. The five-note "I'm lovin' it" jingle is a powerful auditory asset, instantly triggering brand recognition. This multi-sensory approach creates a much deeper and more memorable connection.

• The takeaway: Aim for a brand system where each asset reinforces the others. When your logo, colours, and sounds all work in harmony, you create something that is not just recognisable, but truly iconic.

What all these brands demonstrate is that a logo is just the beginning. True brand recognition comes from building a cohesive system where every asset—from the colours on your website to the tone of your emails—works together to tell the same story. It's this consistency and attention to detail that separates a forgettable business from a brand that customers know, trust, and remember.