The Brand Strategist’s Playbook: Crafting Brands That Thrive in B2B and B2C Markets

In a world where markets are shifting faster than ever and trust is becoming a brand’s most valuable currency, building a brand that simply “shows up” is no longer enough. Today, brands must thrive—across platforms, across borders, and across industries.

But thriving doesn’t look the same for everyone. I’ve built brands that grew their footprints across Africa and brands that quietly power engineering feats in the Gulf Coast. I’ve worked on fast-moving consumer brands like KFC, where brand love had to be reignited, and I’ve worked on B2B giants like Transocean, where trust was the single most important differentiator.

The playbook I’ve developed over the years isn’t based on theory—it’s been stress-tested in boardrooms, through turnarounds, and in markets where the stakes were real.

Here’s how to craft brands that don’t just look good but actually drive business growth—whether you’re leading in B2B, B2C, or somewhere in between.

1. Always Start with the Business, Not the Brand

Early in my career, I worked with a multinational beverage company where brand teams were focused on winning awards and gaining consumer attention. The campaigns were beautiful, but the business wasn’t moving. That lesson stayed with me.

I’ve since led teams where the starting point was always the business outcome.

Every brand decision should map directly to commercial goals:

• Are we driving market expansion?

• Are we improving margins?

• Are we repositioning for growth?

When the brand strategy is tied tightly to the business strategy, you stop building vanity brands—you build impact brands.

2. Emotion Matters—Even in B2B

When I transitioned from leading consumer brands like Guinness to working with B2B companies in the oil and gas sector, I expected the work to be more rational, more technical. What I quickly learned is that even in the most complex B2B environments, buying decisions are still deeply human.

Trust is everything.People don’t buy from brands they don’t believe in. They choose partners who make them feel confident, safe, and respected.

That’s why brands that invest in emotional connection—even through something as simple as consistency, responsiveness, or authenticity—outperform those that only sell on specs and pricing.

3. Brand Architecture Drives Growth, Not Just Structure

When I led the AB InBev/SAB Miller account, the business growth depended not only on how we marketed individual products but on how the brands were structured across markets. We had to build brands that allowed for flexibility but still felt unmistakably authentic—whether you were in Lagos or Cape Town.

In B2B, the same challenge exists, especially in companies that grow through acquisitions or global partnerships. Clear brand architecture isn’t just a housekeeping exercise—it’s what enables scale, clarity, and speed.

Without it, brands get messy. With it, they can grow seamlessly.

4. Measure the Right Things

I’ve seen brand teams celebrate awareness gains while the sales pipeline dries up.

Real brand value comes when you measure the right things:

• Consideration

• Trust

• Deal velocity

• Customer advocacy

Especially in B2B, brand metrics need to map directly to revenue movement. When you track what matters, brand strategy becomes easier to defend at the leadership table because it’s tied to growth, not just visibility.

5. Consistency Builds Credibility, Agility Builds Relevance

One of the most pivotal moments in my career was leading the turnaround of KFC’s South African business after over a decade of decline. We didn’t need to rip everything up. What we needed was brand consistency anchored in purpose—paired with the agility to reconnect with our audience in a culturally relevant way. To dial up the brand’s assets and dial into the cultural zeitgeist of the time.

The same principle applies to every brand today:Stay consistent in what you stand for. Stay agile in how you show up.

It’s not about chasing trends. It’s about knowing when to move and when to hold your ground.

Final Thought: Brands Are Built with Both the Head and the Heart

Whether you’re building a B2B or B2C brand, the game has changed. Buyers are more discerning, attention is more fragmented, and trust is harder to earn.

Brands that thrive are those built with both the head and the heart. They’re commercially sharp and deeply human. They’re consistent, but not rigid. They are ambitious, but not reckless.

This isn’t just theory. I’ve built brands through turnarounds, market expansions, and category transformations. And if there’s one thing I know, it’s this:A well-crafted brand, anchored in purpose and connected to business goals, will always outperform a beautiful one that isn’t.

That’s the brand strategist’s playbook. And it’s one I’ve spent my career refining.