1/ Most B2B tech companies aren't under performing they're under communicating, what do I mean about that?

There's a concept I use with every client before we open Figma and it's called the Credibility Gap.

It's the distance between what your company actually is, so that would be the product, team, traction, roadmap and what your brand communicates when someone lands on your website.

Most growth stage B2B companies have this problem because they built the brand early and never revisited it, while the product grew up, the brand didn't.

So now you're pitching enterprise deals with a visual identity that says "bootstrap stratup" and you're losing to competitors half your size who just look more polished. Your best prospects Google you, see a site that screams Series A, and quietly downgrade their expectations before the first call.

The credibility gap is real and most companies don't even know they have it. Brand growing alongside the product is key

Have you considered changing your process in order to land bigger clients? I decided to build this extensive two-in-one Brand Strategy & Identity System to help me position higher and differentiate from the old boring guidelines by offering dual-purpose solution that covers all touchpoints.

I structured it in 9 different chapters and 28 sub-categories, covering in-depth key strategic aspects from brand purpose, positioning, personality etc. to comprehensive visual & brand identity. It was built in Adobe Illustrator and is fully customizable. Now you might be wondering if made a use of AI in my workflow, not in particular for the content & design itself since this was a real client project. Rather, I used ChatGPT to better structure its table of contents.

Looks great! My approach depends a bit on the project. If I'm dealing with a big client, I'll definitely use a more in-depth process from the start. I think it's valuable to understand the client's company and their market positioning before jumping into the design side of things.