We help B2B companies define, refine, and activate brand positioning that commands the right attention.
$10,000–$30,000 per project, scoped to what you need
Most of the B2B buying process now happens out of view. Buyers ask AI tools who does what well. They read review sites, follow social channels, and trade recommendations with peers at conferences. By the time someone reaches your website, they are not discovering you. They are validating a judgment they have already formed. You have one moment to connect or lose.
That moment is what brand strategy protects. Clear positioning and consistent messaging travel through those unseen channels on your behalf, so the company a buyer meets on your site matches the reputation that brought them there. If you want to know what that reputation is today, start with what AI engines say about your company.
Companies arrive at this work from different directions. A new leader takes the helm and sees the brand through fresh eyes. A twenty-fifth or fiftieth anniversary invites a next chapter. The business has grown past the customers and products its brand was built for, or its ambitions now call for sharper separation from competitors. Or a transaction has created a new firm whose story the old brand cannot tell.
What these moments share is a fit problem. The company changed and the brand did not, like a suit tailored for the business you used to be. Buyers notice the gap before you do, and they read it as uncertainty about who you are. We close it, starting where the work has to start: with your position.
Every engagement begins by locating you. Where does your company sit in its competitive landscape today, and where does it intend to sit? We answer that with evidence, grounded in the attributes that matter most to your customers when they make a decision. If you have recent marketing or customer research, we build on it and the project gets smaller. Where the evidence does not exist, we conduct the primary and secondary research to create it. The result is a position rooted in what genuinely makes you the clear choice.
With the position settled, we write the language that carries it.
The centerpiece is your Brand Manifesto, an inspirational brand story that captures what makes the company special. Around it sits the working parts: a positioning statement for internal alignment, brand messaging for the market, and longer and shorter versions built for the places they will appear, from your homepage to the first minute of a conference conversation.
You leave with language the whole company can use the same way, everywhere it shows up.
Most firms need positioning and messaging. Not every firm needs a new visual identity, and when one does, the right scale depends on the moment.
| Component | Brand Refresh | Full Rebrand |
|---|---|---|
| Best for | An identity that’s sound but showing its age | A new beginning — a repositioning, a transaction, or a milestone year |
| Logo | A more polished treatment of your existing logo | A new logo mark |
| Colors & fonts | Updated | New primary and secondary colors, new typography |
| Image style guide | — | Included |
| Brand guidelines | — | Included |
| Brand story | — | The story behind the brand |
In either case the identity follows the positioning, so what people see matches what you now stand for.
These are project engagements with a defined scope, a beginning, and an end. Scoping starts with listening: what research you have, what has changed in the business, and what the work needs to accomplish. Clients who bring recent research buy a smaller project. Clients who need original research buy a larger one, and we will tell you plainly which you are before anything is signed.
For many clients, this project is the first move in a longer growth engagement. The positioning becomes the foundation of a marketing plan, and the team that built your message can carry it into market through our fractional marketing services. That continuity, from strategy through execution, is what our B2B marketing consulting practice is built around.
For more than fifty years, HFCO built its reputation as an accounting firm. The business had become something bigger: an advisory practice spanning business strategy, succession and exit planning, leadership development, and AI innovation, with accounting at its core. The brand still told the older story. We repositioned the firm, built the messaging, redesigned the identity, and carried all of it through to a new website. The first moment a buyer now spends with HFCO matches the firm it has become.
Every engagement begins by locating you. Where does your company sit in its competitive landscape today, and where does it intend to sit? We answer that with evidence, grounded in the attributes that matter most to your customers when they make a decision. If you have recent marketing or customer research, we build on it and the project gets smaller. Where the evidence does not exist, we conduct the primary and secondary research to create it. The result is a position rooted in what genuinely makes you the clear choice.
Scrubbed has worked with Deb Andrews, Trisha Gallagher, and the rest of the Marketri team for the past 3 years now. It won’t take much to research and compare what our brand looked like before Marketri, and how it looks like now. Spoiler Alert – a huge difference in look and feel. Marketri witnessed Scrubbed’s growth these past few years and it has been a fantastic experience working with them. I strongly recommend talking to Deb Andrews about your growth needs.
Vince De Leon
CEO, Scrubbed
B.F. Saul Insurance has worked with Deb Andrews, Katie Bergmann and the Marketri team for the last few years. Their expertise ranges from website/SEO, branding, ad campaigns, and events. I would highly recommend them – smart team with amazing ideas, proactive advice centered around the ROI, great listening skills, accountable, and a willingness to think outside of the box. Consummate professionals.
Jason Jones
President, B.F. Saul Insurance
We are thrilled with the work that Marketri has done, and more importantly, the leads they have generated. From revamping our social strategies to building our website to producing media opportunities and brand videos, we’ve seen measurable results all around. We’re impressed with the team’s expertise, and we’ve really enjoyed working with them as well.
Gary Hutchinson
President, Modality
If the brand still tells an old story, every buyer conversation starts a step behind. Let’s talk about what turning the page looks like for you.
B2B branding and messaging is the work of defining how a company is positioned in its competitive landscape and expressing that position consistently everywhere buyers encounter it. Positioning identifies the attributes that matter most to customers when they choose and locates the company against them, in its current state and its desired future state. Messaging translates the position into working language: a brand story, a positioning statement for internal use, external brand messaging, and longer and shorter versions for different channels. Visual branding, when a company needs it, aligns what people see with what the company now stands for.
A brand refresh modernizes an existing identity. The logo stays, updated with a more contemporary treatment, alongside new colors and fonts. It fits a company whose identity is sound but showing its age. A full rebrand creates a new identity to mark a new beginning, such as a repositioning, a transaction, or a milestone anniversary. It delivers a new logo mark, primary and secondary color palettes, typography, an image style guide, brand guidelines, and the story behind the brand.
Most B2B companies need positioning and messaging. Not all of them need a rebrand or a refresh. If the market still recognizes and trusts the visual identity but the story it tells no longer fits the business, new positioning and messaging alone can close the gap. Marketri scopes each engagement by listening first, then recommends the smallest project that accomplishes the goal.
The most common triggers are a change in leadership, where a new leader recognizes the need for change; a milestone anniversary, such as a twenty-fifth or fiftieth year; significant growth, or a change in customers and products that the existing brand was never built for; ambitious growth goals that require standing out more sharply from competitors; and a transaction that has created a genuinely new firm. Each is an inflection point rather than an emergency. Companies at these moments rebrand from a position of strength.
Positioning comes first: an assessment of the company’s current and desired future state within its competitive landscape, grounded in the attributes that matter most to customers when they make a decision and informed by primary and secondary research. Messaging is then built on that foundation. Deliverables include a Brand Manifesto, an inspirational brand story that details what makes the company special; a positioning statement for internal use; brand messaging for external use; and longer and shorter versions of the messaging for different placements.
A full rebrand from Marketri delivers a new logo mark, primary and secondary colors, fonts, an image style guide, brand guidelines, and the story behind the brand. A brand refresh keeps the existing logo and modernizes it with updated colors, fonts, and a more current treatment.
A brand refresh typically runs $10,000 to $20,000. A full rebrand typically runs $20,000 to $30,000. The estimate depends on whether the engagement modernizes the current identity or marks a complete new beginning, and it is set after a scoping conversation about the company’s goals.
Standalone positioning and messaging projects typically run $15,000 to $30,000, depending on how much original research the work requires. Companies that bring recent marketing and customer research need a smaller scope; companies that need Marketri to conduct the research need a larger one. The range excludes pricing studies and statistically significant research studies, which are scoped separately. Positioning and messaging work is discounted for Marketri’s fractional marketing clients.
Because most of the B2B buying process now happens out of view. Buyers ask AI tools who does what well, read review sites, follow social channels, and trade peer recommendations before a company knows it is being considered. By the time a buyer reaches the website, they are validating a judgment they have already formed. Clear positioning and consistent messaging are what travel through those unseen channels, and they determine whether the moment of validation confirms the buyer’s interest or breaks it.
By listening first. Scoping starts with what the company already has, what has changed in the business, and what the work needs to accomplish. Existing research reduces the scope and the fee. Marketri then provides guidance on what the company should do based on its goals and objectives, and recommends the smallest engagement that gets there.
For many clients, positioning and messaging is the first move in a broader growth engagement. The position becomes the foundation of a marketing plan, and the same team can carry the strategy into execution through Marketri’s fractional marketing services, following the Marketri Momentum Model. Every engagement also ends with the guidelines and internal tools a team needs to use the brand consistently on its own.
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