Vanilla is great for ice-cream, but not for branding.
I don't hate vanilla, in fact I love it! What I do hate is bland. Bland is simply not something you want to associate with your marketing activity. Whether you're working on your brand promise or brand delivery, there is no room for vanilla.
Any and every part of your brand promise including traditional or digital promotions should be flavoured with whatever it is you're famous for. Your customer's experience should also be jam packed with flavour. That flavour should be you. Whoever "you" is. This applies to B2B organisations and B2C organisations.
There is plenty of vanilla in the world, don't go out offering the same ol same ol as everyone else. Find your point of differentiation and own it. Then make sure you sprinkle that flavour through everything you do.
Take some time and think about how you can add your brand flavour to:
Whenever you find vanilla or bland in your offering, think about how you can add some more of your brand. Be brave, I dare you.