S5E17 - How to build a Brand strategy for your SaaS with Angeley Mullins

Jan 14, 2025

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Are you wondering how to build a brand strategy for your SaaS? In this insightful episode of the Grow Your B2B SaaS Podcast, host Joran sits down with Angeley Mullins, former CCO at Resourcify, to explore the art of building a brand strategy for SaaS companies. With over 20 years of global leadership experience at companies like Amazon, GoDaddy, and Intuit, Angeley is a highly respected marketing and sales expert. Recognized by CrunchBase as one of the most influential women in sales, she offers a wealth of practical and advisory insights. This episode is a must-listen for SaaS founders and marketing leaders aiming to create a strong brand strategy.

Key timestamps

(0:00) - Introduction to brand resonance and customer connection
(0:48) - Episode overview and guest introduction: Angeley Mullins
(1:25) - Defining brand and its significance
(2:12) - Importance of building a brand in B2B SaaS
(3:36) - Elements of a strong brand strategy
(4:58) - Examples of effective brand storytelling
(5:51) - Common mistakes in brand building
(7:17) - Recommendations for early-stage SaaS companies
(8:41) - The power of storytelling in branding
(10:10) - Messaging and its impact on branding
(11:38) - Long-term versus short-term branding strategies
(13:25) - Combining short-term wins with long-term brand building
(15:16) - Usability testing as a strategy for brand building
(16:46) - Methods for conducting usability testing
(18:10) - Frameworks for understanding customer needs
(19:05) - Real-world application of customer feedback
(20:06) - Importance of completing fundamental branding steps
(20:26) - Best practices in brand strategy for B2B SaaS
(23:07) - Building a brand in a competitive market
(25:21) - Metrics for evaluating brand growth
(27:39) - Understanding brand messaging and storytelling
(28:23) - Challenges in building a brand
(29:42) - Importance of belief statements in branding
(31:54) - Developing a brand belief statement
(32:56) - Making technical products engaging
(33:08) - Future trends in branding
(35:52) - The role of brand in marketing and sales
(36:17) - Advice for early-stage SaaS founders
(37:34) - Strategies for scaling SaaS companies
(38:55) - Addressing potential challenges in brand building
(39:25) - Summary and key takeaways
(40:59) - Final thoughts and advice for SaaS founders
(41:39) - Contact information and closing remarks