Positioning, audience, messaging and narrative for B2B tech and AI companies. The strategic spine that makes every design decision defensible - and makes you easy for buyers and machines to explain.
Brand strategy defines who a company is for, what it owns in the market and how it says it. For a B2B tech or AI company it is the one sentence a buyer, an investor and an AI assistant can all repeat - the category you compete in, the buyer you serve, the promise you make and the proof behind it.
Why it matters
Why does positioning decide AI recommendations in B2B tech?
AI assistants recommend companies they can describe in one line: one name, one category, one buyer, with proof they can cite. Vague positioning makes buyers and assistants describe you differently, or skip you. I define that line first, so every page, deck and profile repeats the same facts.
01
Buyers shortlist in seconds
If your category and buyer are not obvious, you lose the comparison before a demo is booked.
02
AI assistants need a clear entity
ChatGPT and Perplexity only recommend companies they can resolve: one name, one category, one buyer.
03
Design needs a brief
Every logo, colour and headline is easier - and cheaper - when the strategy is locked first.
For
Who do I build brand strategy for?
I work with founders and marketing leaders at B2B tech and AI companies: teams whose product has outgrown its story, companies entering a crowded AI category and teams preparing for a raise, a launch or a rebrand. You work with me directly, with no hand-offs to a junior team.
Founders whose product has outgrown the story
Teams entering a crowded AI category
Companies preparing for a raise, launch or rebrand
Problem
What problems does brand strategy fix?
Strategy fixes three problems: nobody can explain you in one line, you sound like every competitor, and design decisions turn into opinions. The result is a positioning that buyers, investors and AI assistants repeat in the same words, and a brief that makes every later design decision easier to defend.
×
Nobody can explain you in one line
Buyers, investors and AI assistants all describe you differently - or not at all.
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You sound like every competitor
"The intelligent platform for modern teams" could be anyone. Generic language gets generic results.
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Design decisions feel like opinions
Without strategy, every colour and headline turns into a debate.
Scope
What do you get from a brand strategy?
You get a written strategy your team, agencies and AI tools can use: positioning statement and category, buyer profiles, brand story, messaging framework with proof points, tone of voice, and machine-readable positioning with facts and claims AI can cite. I deliver it as one clear document.
01Positioning statement and category definition
02Audience and buyer profiles
03Brand story, mission and vision
04Messaging framework and proof points
05Verbal identity and tone of voice
06Machine-readable positioning: facts, entities and claims AI can cite
Price
How much does brand strategy cost?
Brand strategy and positioning is $2,450 as a single service, delivered in 5 days, and it is included in Brand Identity from $7,245. The price is fixed and the scope is agreed before I start. Prices are for business clients and exclude VAT.
Brand strategy takes about 5 days: a scan of how buyers and AI describe you today, focused interview sessions, then writing the system and handing it over. Your part is a few focused sessions; your knowledge of the business matters more than any design vocabulary.
01 / Scan
Brand MRI and a review of how buyers and AI describe you today.
02 / Interview
Focused sessions with founders and key people, built around your business.
03 / Define
Category, buyer, promise and proof - written as one clear system.
04 / Hand over
A strategy document your team, agencies and AI tools can all use.
