Branding Articles
Digital branding for B2B companies can get complicated fast. Leadership wants visibility, the sales team wants leads yesterday, and marketing is managing a growing mix of digital channels—all while trying […]
Every B2B company that wants to scale knows that consistency matters. That’s where a brand standards guide comes in. It serves as the go-to resource for how your brand should […]
Trust isn’t something you can slap a tagline on and expect it to stick. It’s built slowly over time and can break in an instant. The way your brand shows […]
When marketing strategies go sideways, the symptoms often start small. Leads trickle in or disappear altogether. Messaging feels flat or unfocused. Campaigns don’t perform like they used to. These warning […]
Growing a business takes more than a good product or great service. It takes a brand that customers trust, remember, and want to come back to. If your brand feels […]
SWOT analysis has been a trusted tool in strategic planning for decades. It breaks things down into four parts: strengths, weaknesses, opportunities, and threats. The goal is to get a […]
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He Said, She Said: Razor Branding™ Podcast
- Betting on Yourself: Building a Fractional CMO Practice w/ Michelle Krier September 30, 2026In February, her role was eliminated. By March, she’d filed her LLC. By the end of May, she’d landed her first client. That’s the timeline Michelle Krier walks us through in this episode – and it’s a masterclass in what it actually looks like to bet on yourself when the decision gets made for you. […]Jaci Russo
- One Name. Five Banks. A State to Win. W/ Stan Sorensen September 23, 2026Most banks say they’re community-focused. Altabank had to prove it by tearing down the names people trusted most. In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Stan Sorensen, Chief Marketing Officer at Altabank, a Utah-based community bank with over a century of history and a footprint that […]Jaci Russo
- How Senior Marketers Actually Land Their Next Job w/ Elda Macias September 16, 2026The average tenure for an in-house marketer is 18 months. That means nearly everyone in this profession will face a job search — probably more than once. The question is whether you’ll be ready when it comes. In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Elda Macias, […]Jaci Russo
- Marketing a Brand Nobody Can See w/ Loree Faucett September 9, 2026Kicking Off Year 10 In IT services, everyone says the same thing. We’ll handle your tech. We’ll keep you safe. We’ll be there when you need us. So how do you build a brand that actually means something when your product is invisible and your buyer never wants to think about you? We’re kicking off […]Jaci Russo
- B2C Thinking in a B2B World. It Works. W/ Erik Koenig July 16, 2026Most B2B marketers think branding is a logo and a tagline. Erik Koenig thinks it’s a line on the floor left by a robot. And that instinct is exactly what separates a trusted brand from another systems integrator in a sea of sameness. In this episode of He Said, She Said: Razor Branding™, Jaci and […]Jaci Russo