Branding Articles
B2B brands live or die by how well they communicate. You can have the most advanced product or offer unmatched service, but if your messaging doesn’t land, none of that […]
A strong logo doesn’t just look good—it works hard. It’s the face of a business, a handshake with every new customer, and the silent ambassador for what the company stands […]
Introduction Crafting a brand story that stands out requires more than just facts and figures. It’s about painting a picture of who you are and what your brand represents. When […]
There’s a difference between having a brand and having a strategy behind your brand. Most B2B companies didn’t start with a clear brand strategy. Maybe the focus was on getting […]
Brand identity is more than a logo or color scheme. It’s how people recognize, relate to, and remember your business. When clearly defined, it becomes the face and voice of […]
Building a strong brand strategy is one thing. Putting it into action is a whole different challenge. For B2B companies, strategy isn’t just about making a statement. It’s meant to […]
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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