Discover
Interviews with founders, sales and a few customers, plus a look at competitors and what AI says about you today.
Output
A findings memo, one page
01 · Brand · Positioning and identity
A brand AI can't get wrong
.
Branding for B2B companies: positioning, identity and a design system, defined precisely enough for people and AI to follow.
If your own team describes the company three different ways, AI will too. I define who you are, design how it looks and document it, so your sales deck, your website and ChatGPT all tell the same story.
The finding
AI repeats what you make clear
AI tools describe your company by stitching together your website, your profiles and what others say. A precise brand gives them one story to repeat. A vague one gives them your competitor's.
Position
What you are, and for whom.
One sentence your sales team, your investors and an AI tool would all repeat the same way.
Message
What you say, in what order.
Proof points, objections and the words your buyers actually use.
Identity
How it looks.
Mark, colour, type and imagery, built to look premium in a pitch deck and still work at 16 pixels.
System
How it scales.
Tokens, components and a voice guide, so anyone building for the brand later gets the same result.
The deliverable
Specimen · this site's own systemPalette and tokens
--ivoryF3EEE3 · page
--ink17150F · text
--orangeE8590C · result
--paperFBF8F1 · surface
--graphite5F584C · notes
--ruleDCD3C1 · grid
Components use the token, never the hex. Change one value and the whole site, deck and template set follow.
Type system
Display 01
D-DIN Condensed Bold · headlinesThe sentence your buyers remember.
Instrument Sans · body and UISpecimen 001 · Result
IBM Plex Mono · labels and dataStrategy
Positioning statement
Who you serve, what you replace, why you win.
Strategy
Messaging house
Core line, proof points and answers to the top objections.
Identity
Name and mark
Naming when needed, plus a logo system for every size.
Identity
Colour and type
Palette as tokens, a type scale and imagery direction.
System
Design system
Components and templates for web, decks and social.
System
Voice guide
How you sound, with words to use and words to avoid.
AI
Brand facts file
One approved description, services and proof, ready for schema and llms.txt.
AI
Rules for AI tools
Your voice and facts written so your team's AI drafts sound like you.
The method
Discover · define · design · documentDefine
Positioning and messaging, tested against real sales conversations before any design starts.
Output
Positioning statement and messaging house
Design
Identity routes, then one direction developed across the places it has to work: site, deck, LinkedIn, product.
Output
Mark, palette, type and imagery
Document
The system written down as tokens, components and guides, so it survives handover.
Output
Design system, voice guide and brand facts file
Brand results
All work →
01Mosaic UnitedFour mosaic tiles drive the palette, and every colour is a semantic token the code references.
02Targo Logistics"More load. More road." Square corners, hard shadows and numbers that lead, locked after a twelve-file audit.
03SektaAn industrial services group built from nothing: the name, the mark, the system and the launch.
Diagnosis
Signs it's time
- You've outgrown the brandIt was right for the seed round. It's not right for enterprise buyers.
- Sales tells a different story to the websiteEvery rep has their own deck, and none of them match.
- AI describes you wrongAsk ChatGPT what you do. If the answer is vague or outdated, your brand isn't clear enough.
- You look like your competitorsSame blue, same stock photos, same "innovative solutions".
- A big moment is comingA raise, a merger, a new market or a launch with a hard date.
Identity
Brand identity
$5k
from
Mark and logo system
Palette as tokens
Type system
Imagery direction
Brand guidelines
Most complete
Full brand system
$8–15k
fixed
Everything in Brand identity
Positioning and messaging
Voice guide
Design system and templates
Brand facts file for AI
Best value
Brand + Webflow site
$15k
from
The full brand system
Carried straight into a Webflow build
AEO foundations at launch
One designer, no handover
Paid in stages: a deposit to start, then the balance at design approval and at handover. Not sure where to start? The free AI test shows what's working and what isn't.
Rand prices apply to companies based in South Africa. Invoiced in ZAR.
Common questions
Branding, answered
What does a B2B branding agency do?
It defines how a company is positioned and described, then designs the identity and system that carry it: logo, colour, type, imagery, messaging and guidelines. For B2B that means designing for a buying committee that researches vendors carefully, including through AI tools.
How much does B2B branding cost?
A brand identity starts from $5,000. A full brand system with positioning, messaging and a design system runs $8,000 to $15,000. Brand and Webflow website together start from $15,000. Every project gets a fixed price before work starts.
What do we get at the end?
A positioning statement and messaging, your identity files, a documented design system with tokens and templates, a voice guide and a brand facts file your team and your website can draw from.
Do you do naming?
Yes, when the project needs it. Sekta is an example of a brand built from the name up.
Why does branding matter for AI search?
AI tools describe you using what they find about you. If your positioning is clear and consistent everywhere, they repeat it. If it's vague, they fill the gaps with guesses or with your competitors.
Can you build the website too?
Yes. Most brand projects continue straight into a Webflow build, with the same designer, so nothing gets lost in the handover.
Further reading
All articles →Next experiment
Is your brand clear
?
Book a discovery call and you'll have a one-page scope and a fixed price within one business day. Not sure yet? Run the free AI test to see how AI describes your brand today.