Michal Gat has one question for every company she works with before the work of B2B branding even begins: what are you trying to achieve?
It sounds simple. Most branding conversations never get there.
In this episode of The Inspired Marketer, Daniela sits down with Michal, Partner at Titan Branding, to talk through why a serious B2B brand strategy starts with business objectives, not design decisions.
Michal introduces Titan’s Sprint Branding method, a focused, objective-driven process that takes companies through brand strategy, storytelling, differentiation, and visual identity in a structured sequence. She explains why each stage depends on the one before it, and what goes wrong when companies skip straight to the logo.
When B2B brand strategy comes to the fore
Michal’s rule of thumb is that a strong brand holds for two to three years under normal conditions. But rapid growth, a pivot, a new market entry, a funding round, or a merger can all accelerate that timeline significantly.
The trigger she hears most often is “our target audience doesn’t get us.” That’s rarely a sales problem or a product problem. It’s a brand strategy problem. It happens because the messaging isn’t sharp enough, or the differentiation isn’t clear enough. It can also emerge when visual and verbal identity aren’t working together to tell a coherent story.
Sprint Branding was built to fix that. They follow a deliberate, non-negotiable sequence:
Branding, as Michal puts it, is never finished. It’s always a process. This episode will help you understand when to start the next one.
