Photograph to follow
Swapnil Midha
Brand, positioning and communications
Helps businesses become known and remembered by the customers they want, including the ones who are not looking yet.
Biography to follow.
Let’s get your business noticed and remembered.
Brand Lever is a brand strategy and marketing consultancy for growing B2B businesses and tech startups. We help you stand out from competitors, become known to the right buyers, and build the marketing that gets you considered when they’re ready to buy.
Talk to usStart with six weeks of discovery.
For smaller B2B firms that have outgrown how they first won work, and for startups that have a product and need to take it to market.
Discovery
£5,000 six weeks, fixed price
- We talk to you, your team and your customers to find out why people really buy from you.
- Positioning: who you are for and why they should choose you, in one line anyone in your business can say.
- Messaging you can use straight away, on your website and in sales conversations.
- A plan for getting known by next year’s buyers and found by this year’s, with the channels to use and the order to use them in.
Carrying out the plan
£4,000 a month
- Swapnil Midha leads the brand work, from content to getting your people’s opinions in front of the market.
- Peter Claridge leads the work that gets you found and chosen: search, AI assistants, paid media and your website.
- You work with both of us directly, every month.
Draft: these steps are written from what this site already says you do. Check them against how you actually work, and add a minimum term if there is one.
AI has made it easy for every business to sound the same and look the same. There is more marketing than ever, and less of it feels like it came from anyone in particular.
What buyers still remember is a person: the expert whose article they kept, the founder who called back. We help you get your people and their opinions in front of the market, in their own words, so customers remember you even when they don’t need you yet.
Most B2B websites could belong to anyone.
Read the lines in the grey tiles at the top of this page again. You will find them on hundreds of B2B websites, and AI now writes more of them every day. When every supplier sounds the same, buyers choose on price or on whoever they already know. Positioning is how you stop being interchangeable.
We deliver innovative, end-to-end IT solutions for businesses of all sizes.
This could describe several thousand IT companies in the UK.
The kind of rewrite positioning work leads to.
Most of your future customers are busy with something else.
Running their own business, mostly. They will need someone like you eventually, when a contract ends or what they have stops working. When that day comes, most will start with a name they already know.
Brand gets you on the shortlist before anyone writes one.
Building future demand, led by Swapnil Midha
You don’t know who your next customer will be, or where they will come from. Brand marketing makes your whole universe of potential customers aware of you, and keeps reminding them, so that when the need arrives they already link your name with the problem you solve.
Done well, it also puts your own people in front of the market, with the expertise and opinions that make you worth remembering.
- Brand strategy and positioning
- Messaging and communications
- Audience and market research
- Content and thought leadership
- Awareness campaigns and planning
When they start looking, be easy to find and easy to choose.
Capturing existing demand, led by Peter Claridge
Buyers who are ready search on Google and, more and more, ask ChatGPT or Copilot who to call. We make sure you show up in both, and that your website turns a visit into a conversation.
- Website strategy and development
- SEO and AI search visibility
- Paid search and performance marketing
- Conversion optimisation
- Analytics, automation and CRM
You need both.
Demand creation puts your name in the right heads long before they buy. Demand capture makes sure that when they start looking, they find you and choose you. Plenty of growing B2B firms invest in one and neglect the other, and that is often where growth stalls.
Two questions we ask about every piece of marketing.
- Who is it for?
- What should they do when they see it?
If nobody can answer both, the piece probably isn’t worth making, however quickly AI could produce it. When the answers are clear, the work gets sharper and starts to sound like the people behind it.
Where growing B2B businesses get stuck.
We work with UK B2B companies, typically turning over £500,000 to £20 million: software and SaaS, workplace and technology services, research and publishing, events and professional services. Most businesses at this size are in one of four places.
A good product and a few big clients got you here. The next stage needs a clear position, and marketing that doesn’t depend on you personally.
Where we would startA positioning and growth plan your team can run with.
A good sales team carried you a long way with very little marketing. Now every deal starts cold, and the pipeline depends on how many calls the team can make.
Where we would startBrand and content that warm buyers up before the first call, and a website that converts.
You are new, or new to this market. You need to explain what you do in one line and reach the people who need it, before a competitor who sounds just like you gets there first.
Where we would startPositioning and messaging first, then a plan for taking it to market.
Clients recommend you, which works well until the referrals slow down. Being known beyond your own network turns growth into something you can plan.
Where we would startVisibility with the buyers who don’t know you yet, through search and thought leadership.
Swapnil Midha and Peter Claridge.
We think a brand is mostly its people. AI can now write the proposal and the follow-up email, and buyers can usually tell. What they still value is someone who understands their business and has something worth saying. Our job is to help that be you. One of us builds the brand people remember, the other makes sure they can find you when they go looking, and you work with both of us directly.
Photograph to follow
Peter Claridge
Digital strategy, search and performance
Builds the search visibility and websites that turn existing buying intent into enquiries.
Biography to follow.
Tell us where you’re stuck.
Send us a few lines about your business and what has stalled. One of us will read it and reply ourselves, with an honest view of what we would do first.
Or email hello@brandlever.co.uk