With 25 years of combined brand expertise, linguistic science, and AI, ToneLab is now ready to make tone of voice practical, consistent, and measurable for your brand's success.

Words are your most used, cheapest and most underestimated Brand Asset. Consistent brand voice shapes perception, while tone of voice and brand personality drive brands to stand out. AI tools allow brands to now track, measure, and scale messaging across teams for stronger communication and impact.

In branding we should not focus too much on one thing and constantly keep the entirety in mind. Zoom out to see it all.

When BaaS worked with the MACH Alliance on their recent rebranding, it wasn’t about taste. It rarely is. Rebranding is about building on brand value.

There is no such thing as 'a rebranding' - they are on a spectrum and go from touch ups to complete overhauls. Lets unpack the rebranding variations.

Refocusing on our core strength—creating impactful tech brands with clear positioning and compelling messaging. After broadening our services, we're returning to what we do best: delivering standout visual identities and driving industry relevance. Let us make your brand stand out with positive impact.

Every new country requires treating it as a new launch. This means deep market research, conscious local staffing, localized messaging, relevant functionality, building a robust local partner network, and an integrated marketing plan tailored to that one country.

In a sea of sameness, strategic vision and differentiation are more crucial than ever.

Innovation is not just about creating products; it's also about transforming, and building ecosystems and creating space for entirely new views.

Picture this: fifteen remarkable women and one brave man. We embarked on a social experiment, offering one man a glimpse into the experience of being the 'only one'.

The BaaS Company introduces: Powerhouse Positioning Program

The BaaS Company introduces: Lone Wolf Category Creation

Mastering the art of communication in delicate situations is a crucial skill for CEOs. We’ve designed a cheat sheet to guide you through the maze of considerations, helping you make a well-informed choice.

In the world of branding, as in swimming, the power of one detail to transform the entire experience is often underestimated. Allow me to explore how altering a single element in the complex process of branding has a cascading effect, enhancing or diminishing every other aspect of a company's brand identity.

What I've seen first hand is that the key lies in integrating and harmonizing five critical aspects for business growth – a synergy that is essential for success - which I am sharing in this blog.

On average, it is estimated that 80% of people will read a headline, while only 20% will continue to read the full body copy. These numbers emphasize the critical importance of crafting compelling headlines to capture and retain the audience's attention in the world of digital content and marketing.

AI has revolutionized the way we work, making our lives easier and more efficient. Last week, I had the pleasure of exploring some incredible AI tools that helped me streamline my research, create captivating visuals, brainstorm ideas, gather data, craft diplomatic emails, and even have some fun with language learning.

It’s intriguing to reflect on the significant transformation in how brands are perceived and how their role has evolved over my 25-year time in corporate communications, brand building, and reputation management.

When I see vendor roadmaps, especially for startup SaaS companies, the common theme is that there is no theme: More often than not, it’s an export of random features and functionalities from a product management tool loosely arranged on a slide.

In today's fast-paced and highly competitive tech industry, success is not solely determined by the quality of your product or service. Tech investors who recognize the value of investing in brand development can unlock a myriad of benefits that ultimately optimize growth and return on investment (ROI).

Do you ever leave a conversation with an industry analyst feeling frustrated and unheard? It's even more frustrating than in any other conversation because you know, these analysts influence the market and connect with buyers, competitors, and other industry players.

Discover the art of igniting powerful movements in the B2B tech space. Dive into strategies, from honing a razor-sharp mission to harnessing the collective power of your community.

Every year, the release of influential evaluations like Gartner Magic Quadrants and Forrester Waves sparks intense discussions. Vendors use these reports to generate leads, while buyers rely on them to make informed decisions. But what many vendors fail to realize is that the real opportunity for improvement lies in the time between evaluations.

Don't rebrand your company... unless you have to. How do you know if you have to? If the cost of doing nothing is more than making the change.

Being asked to moderate a panel discussion can be daunting, especially if you've never done it before. In this blog, Sonja shares her key tips to being an excellent moderator and making your panelists shine.

It's time to debunk the notion that analyst relations is solely pay to play. In this article, we will explore how B2B tech executives tend to overly focus on the analyst firm subscription fee, when in reality, the true investment lies in time, strategy, and engagement.

In the ever-expanding world of digital content, effective asset management and organization are vital to scale businesses. This is where Digital Asset Management (DAM) comes in handy. However, like any other system, DAM has its pros and cons and comes in various forms and sizes.

As B2B tech companies mature, navigating the differences between product releases and product launches becomes increasingly important. Product releases are (typically regular) events in which new features, bug fixes, and updates are made available to users. A product launch is a process that encompasses marketing, sales and customer success activities designed to make the release more impactful. In this blog post we discuss why decoupling these initiatives is beneficial for B2B tech vendors.

Why mastering the art of strategic planning, adaptability, and psychological influence will set you up for success in launching big ideas, movements, or companies. From Sun Tzu's teachings to real-world examples, uncover the systematic approach that ensures every move counts.

The power of the carrot over the stick: why understanding your audience is crucial in moving markets (or horses)

In 2023, it's time for MACH vendors and agencies to switch up their game. No longer can we sit back on the promise of speed and agility that resonates with all industries. As competition heats up, how will you differentiate yourself from fellow MACH members?

Focusing on superficial aspects of visual discovery can cause teams to miss out on the real drivers of growth and efficiency

Expands capabilities and service offering focused on growth strategy to streamline go-to-market execution for clients

Here at the BaaS Company we do ‘Branding as a Service’ but what does that even mean?

As a female leader, and someone who has been heavily involved with MACH Alliance's positioning and branding, I believe it is crucial for MACH to be ahead of the curve when it comes to equity for women.

A year ago The BaaS Company didn’t formally exist - BaaS (our Branding as a Service approach) was still an offering by Leoni Janssen.

The BaaS Company takes a big step forward with the appointment of Konrad Pitala as Head of Creative Operations.

Everything is an opportunity for a company and brand to shine - everything!

A recent high profile acquisition prompted us to write from experience about why acquirers need to be clear and transparent in their communications.

Working in technology isn't for everyone, but we love what we do because we get to work with some of the most challenging growth brands and inspiring people who are making a difference.

If you are not 100% certain that your audience understands what you are telling them when you pitch or explain your product or business, this one's for you!

The truth is, as a leader or CEO, it is almost impossible to over-communicate. In fact, over-communicating is an art.

Creating a movement isn't easy. Remember the famous Ted Talk about how to start a movement in under 2 minutes?..

‘Don’t rebrand without a business case’, is what I often tell entrepreneurs and business leaders in conversations about..