Your brand is what people think of you. It is as good as they think and as bad as they think. You can influence how they think by how you look and talk but, how you act will have far more impact.  B2B brands have traditionally been able to tip the scales with the sheer weight of heavy brand advertising - especially in fashion-oriented sectors. Brands in the B2B space, however, must be especially careful to deliver on their promises.  As the brand you create is the sum-total of a myriad of actions and communications from your people (and the products or services they build), you must work hard to achieve consistency in the brand attributes you seek. This does mean training and control of the "company voice" in all your staff representations to customers so you don't create a hodge-podge of expectations from a "unattended" ad hoc marketing. This includes, of course, sales collateral - great businesses can be undermined by customer documents that imply disorder, lack of professionalism, and disrespect.