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B2B Brands


Why a Startup Should Invest in the Brand Quickly

Why a Startup Should Invest in the Brand Quickly

Why we believe founders need to rethink their investment in their startup brand There’s the startup rush. That undeniable startup rush. That adrenaline flow that starts the moment you have an idea worth sharing. An idea that you’re willing to ask perfect strangers to fund. It’s a rush when someone says yes, and another rush when that first check shows up. The one that rents the homely first office and gets you going. After that it gets harder. The technology component of the idea might be easy for you. After all, it’s what you were trained to do. But...
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Marketing vs. Brand? Do You Know the Difference?

Marketing vs. Brand? Do You Know the Difference?

Marketing vs. Brand People are sometimes confused about the difference between marketing vs. brand strategy. This is not surprising, because they are not mutually exclusive ideas. They are interdependent strategic activities that feed, inform, and drive each other. The important distinction to make is in the intent and desired outcome of each area. Brand Brand defines how people should ideally feel about your business and products. It strives to find how to optimize belief in what you do offer and what you stand for in the world. It is an abstract idea held in the hearts and minds of...
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Professional Services: Elevate Your Firm By Embracing Purpose

Professional Services: Elevate Your Firm By Embracing Purpose

Professional Services Brands When it comes down to it, strategies to ensure credibility, expertise or commitment don’t make a professional service firm to stand out. We expect law firms, management consultancies, and professional services brands to be credible, to have expertise, and to be committed; they shouldn’t need to be reminded of these attributes, and this type of positioning holds no sway in an already overcrowded, homogenous group of competitors. Many professional services firms “brand” themselves around ideas of client-centricity and attentiveness. For us, this simply isn’t branding. These ideas mean something, but they don’t mean enough.  They are just...
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Why Is Messaging for B2B Companies Today So Difficult?

Why Is Messaging for B2B Companies Today So Difficult?

Disruptive and Transformational Technologies Technology is advancing like never before. With advancements in AI, machine learning, iOT, analytics, and so much more, it’s becoming more and more difficult for businesses to keep pace. Industries are being transformed and the world we live in is changing before our eyes. As an agency, we work with many tech clients who are in the midst of this change – racing the clock to get to market before the competition.  And while many have worked tirelessly to build the best technology in their realm, they struggle with how to position and message their product...
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How to Hire the Right Branding Agency

How to Hire the Right Branding Agency

The business case for hiring a branding agency In all the years of working with tech companies, we have heard the same story time and time again about the trials and tribulations of VPs and marketing executives trying to secure a budget to invest in hiring a branding agency with limited success. On top of that, how to hire the right agency can be just as confusing. We hear about them making strong and compelling business cases to invest in the brand to leadership teams and hitting a wall. It happens at every budget cycle, management meeting, and discussion around...
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Brand Positioning: Why Now?

Brand Positioning: Why Now?

Reasons to Invest in Brand Positioning There are many reasons why a brand might need to invest in brand positioning. In our work, we see businesses thinking about repositioning for many reasons. Sales might be declining. Your target audience may have shifted. You may have realized you’re targeting the wrong people. Your product roadmap has evolved. Competitors may have entered your space and you can’t seem to differentiate your value. Maybe, customers even perceive your brand as outdated or irrelevant. Over the past few years, we’ve seen a number of ecosystems overcrowding. As a result, it’s almost impossible to...
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