A Strong Brand Is Your Sales Team’s Secret Weapon

by Jason Ogden | Aug 12, 2025

In the crowded B2B marketplace, where your audience is bombarded with thousands of messages per day, a strong brand is a powerful tool for your sales team. Think about it from a buyer journey perspective; First, you have to get noticed (awareness). Second, you need to send the right signals (positioning). And third, buyers engage with you deeper (consideration), likely online. Only after all three of those things happen do most sales teams get a chance to have a conversation. Three unique phases that are driven by your brand are all necessary before an opportunity reaches sales.

“B2B companies lose 10% or more of revenue per year due to a misalignment between their sales and marketing teams. A strong brand provides a unified vision and message that both departments can get behind”. – HubSpot, “The State of Inbound”

Get Noticed (Awareness)

When audiences are overwhelmed with content, a strong brand is essential for B2B companies to even get noticed. Your brand’s visual identity and messaging serve as “intentional signals” that immediately differentiate you from the noise. For instance, Patagonia’s visuals intentionally signal their commitment to sustainability, while Atlassian’s brand identity visually communicates openness and innovation. If your brand isn’t crystal clear, boldly distinct, and authentic, you risk becoming invisible to potential customers.

The attention economy demands intentional signals, and a powerful brand identity ensures you aren’t lost in the digital static.

The Right Signals (Positioning)

What signal(s) are you sending? Whatever they are, they need to be an intentional mix of what is unique and true of your company and the needs of your buyers. For example, if your clients need to feel safe or secure, your messaging and positioning must send that signal. If your messaging doesn’t say “safety” at an emotional level, you might not even get the call to begin with. If your visual identity feels small-scale or out of touch, prospects will assume the same about your business. At Syrup, we regularly talk to prospects who are moving towards a higher revenue market segment and know they need to address their brand if they want a chance to succeed. Some have been told as much by the new “upmarket” buyers.

Engage Deeper (Consideration)

B2B buyers, once they are aware of your company and solution, expect to be able to self-navigate the buying process as far as they can before they’re ready to talk to sales. A well-developed brand tells you what your customers’ concerns are and what they need from you. It’s your job to create content that addresses both. This enables a brand to stand for something and share content that isn’t flat or generic.

B2B brands should engage clients on a human level, making content more compelling and memorable. A well-defined and respected brand acts as a force multiplier. Your sales team shouldn’t have to spend valuable time convincing someone of the company’s legitimacy. You want them to dive straight into meaningful conversations, shorten sales cycles, and focus on providing value from the outset.

To learn more about how a strong brand can impact your business, explore the insights in our white paper, “Stand Out or Go Away”.