Story99.com is a Branding & Storytelling Consultancy for B2B, Tech & Deeptech

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Stronger Brand → More Profitable B2B, Tech, Deeptech Business - Every Research Concludes

A strong brand does multiple jobs:

It helps buyers choose. It helps employees behave. It helps the market describe you. It helps talent decide whether to join. It helps investors understand your ambition. It helps the company say no. It helps culture remember what you stand for.

Practically speaking, the objective of a branding exercise is typically to create a clear, credible, and differentiated market position that aligns leadership, sharpens the pitch to customers already buying services, and gives the company a consistent (and differentiated) language across website, in-person events, LinkedIn, hiring, sales etc.

The brand identity / shape - should be aligned with the founders' & leadership’s vision and the expectations of the customers (+ the ecosystem), while ensuring that the brand stands out from the competition (the dashed section in the Venn diagram below).

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Step 1: Articulate the Foundational Brand Aspects

Understanding & articulating brand DNA

Understanding & articulating brand personality

Company values

Vision & Mission

A. To articulate the founding / leadership team’s vision, at Story99 we use something called the DNA test (a list of around a dozen questions with multiple choice answers) followed by a brand personality exercise (that’s more involved - where we force each founder / leader to pick 5 personalities from a long list of 60) - at the end of this step, we are able to articulate what the company’s core culture, drive and

B. To articulate the customer’s needs, we’d ideally like to do calls 📞 with few existing paying customers* (30-40min each) - and using the Jobs to be Done (JTBD) framework, articulate their perspective & buying journey.

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B2B Customer Needs

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If speaking with customers is not possible for any reason, we will rely on information relayed by you - hopefully you have all the answers.

C. Lastly, in this step 1, we look at some direct / indirect competitors