Brand Basics
What Is B2B Brand Strategy?
Brand strategy in B2B isn't about logos and color palettes — it's about deliberately shaping how your company is understood in its category.
Read →Nine pieces on how B2B SaaS companies build brand authority — the kind that shapes shortlists, earns editorial coverage, and makes buyers feel like they already know you when your sales team calls.
How to develop a brand position that actually differentiates — not just in messaging, but in how buyers perceive and remember your category.
Why editorial coverage creates a category of brand credibility that no owned channel can replicate — and how to earn it consistently.
How to track brand health in ways that are defensible to leadership — and connect brand investment to pipeline outcomes over time.
of B2B buyers say they have a preferred vendor in mind before they engage with any sales process
more likely — buyers who are already familiar with a brand are five times more likely to engage with outbound outreach
The B2B buying journey starts with category research, not vendor demos. Brands that aren't present during that research phase rarely make the shortlist.
In competitive evaluations where products are functionally similar, brand familiarity is consistently the deciding factor — not pricing, not feature comparison, not case studies.
Brand strategy in B2B isn't about logos and color palettes — it's about deliberately shaping how your company is understood in its category.
Read →Brand authority shapes which vendors get considered and which get dismissed before anyone reads a proposal.
Read →Most SaaS positioning statements are functionally interchangeable. What genuinely differentiated positioning looks like.
Read →Inconsistent brand voice is one of the most common and least discussed brand problems in B2B SaaS.
Read →The brands that win aren't the ones with the best late-stage collateral — they're the ones that were already familiar when the decision process began.
Read →There's a category of brand credibility that only third-party editorial coverage can create — and no owned channel can replicate it.
Read →Awareness and authority aren't the same thing, don't require the same investment, and produce meaningfully different outcomes.
Read →Brand equity is real and measurable — it just requires different tools than performance marketing.
Read →The homogenisation of B2B SaaS brand has identifiable causes — and companies that escape it do something specific.
Read →Editorial PR campaigns that put your brand in the publications your buyers read. Fixed price, guaranteed placements, no retainers.
Start a Campaign — from $3.5K