Ryan Brannen: Brand Strategy, Narrative & GTM Experience
Brand Strategy & Narrative | Content & Editorial | Creative Direction | AI-Enabled GTM Systems
Turning fragmented GTM into one clear, connected brand experience.
At Reputation, I lead the brand and GTM experience across a global B2B SaaS business — from positioning and creative direction through web, campaigns, content, events and conversion. My team and I make the work, measure how it performs, then turn the strongest decisions into systems that help the broader organization start further ahead. I set the editorial standard for what goes to market, direct social for our largest campaigns and events, and lead a four-person studio plus agency and contract partners across four countries.
Set the story, build the experience, and improve the outcome.
27.8% → 40%
Share of Voice
Four quarters after a company-wide repositioning built from analyst data, customer and lost-customer research.
$11.1M
Pipeline Influenced
FY25 research and executive content across $5.9M NewCo and $5.2M upsell pipeline.
15+
GTM Touchpoints
One AI-native narrative carried across film, web, paid, product, events and enablement — 900+ registrants and 400+ attendees at the flagship launch.
18 / 21 / 9
Custom Claude GTM System
18 governed source areas designed to support 21 output types across 9 marketing functions.
1,700+
Pages Replatformed
Replatformed from WordPress to Webflow across US, UK, French and German experiences.
+30%
MQL Lift
Corporate-site redesign also reduced bounce 21% and increased sessions per user 65%.
CHALLENGE: Companies are starting to sound the same.
We need to get clearer about what only we can credibly own.
Before we start making things, I want to understand where the category is converging, find the position we can defend, and turn it into a story the whole company can use.
Understand where the category is converging
- See what competitors already claim, what buyers expect and which ideas have become table stakes.
Choose a position we can actually own
- Find the whitespace where the company has something distinctive, relevant and credible to say.
Turn that position into language people can use
- Build the narrative, messaging hierarchy and proof into a system teams can actually work from.
Carry the same idea across every expression
- Make web, campaigns, product, events and sales feel like different parts of the same story.
15 GTM surfaces / 923 registrations / 423 live attendees / $1.1M+ pipeline — One AI-native narrative moved from positioning and film into an integrated launch that generated audience and demand.
CHALLENGE: A lot of our best thinking still lives with a handful of people.
We need to curate that expertise and build it into how the work starts.
I’m building a system that works with our experts to curate what we know, make the best of it reliable, and put that knowledge into the work before someone starts from zero.
Decide which knowledge is worth scaling
- Separate trusted brand, product, customer and market knowledge from old, conflicting or incomplete material.
Give trusted knowledge a governed home
- Make positioning, product truth, proof, standards and examples current, structured and easy to reuse.
Put expertise into the starting point
- Give briefs, pages, campaigns and creative comps the right context before the first draft is made.
Save human judgment for the work that needs it
- Get early work further faster, then use specialists for taste, nuance, differentiation and final quality.
18 source areas / 21 output types / 9 marketing functions — One governed system designed to turn trusted company knowledge into stronger starting points across the work Marketing creates.
CHALLENGE: Customers are getting answers before they ever reach our site.
We should be one of the strongest sources behind those answers.
That changes web and content strategy: understand where answers are coming from, strengthen the information shaping them, and build clearer paths from discovery to action.
Know how buyers are finding the category
- Search, AI answers, competitors and citations. Where we show up — and where we don’t.
Create the sources we want shaping the answer
- Useful, credible information built around real buyer questions.
Build the journey around how people actually enter
- Connect content and experiences from discovery through action.
Use the signal to decide what changes next
- Visibility, engagement and conversion show us where to invest — and where to change course.
+24% SQL growth / +18.5% engagement / +11.1% form fills — Nine months of testing and journey optimization improved lead quality, engagement and conversion together.
CHALLENGE: Buyers hear a lot of claims. They want to know what’s actually true.
Let’s lead the story with the strongest customer proof we have.
I want the evidence to shape the story from the beginning — what we can prove, what customers have experienced and what research gives us the right to make the claim.
Know what evidence the story needs
- Match the claims we want to make with customer outcomes, product evidence, research and market data.
Source more proof when we don’t have enough
- Use original research, customer stories and useful analysis to give the market something worth believing.
Put the evidence inside the argument
- Bring proof forward so it advances the story instead of sitting in a testimonial block at the end.
Measure whether the work changed the business
- Connect attention and engagement to opportunities, pipeline and the outcomes .
$5.9M NewCo / $5.2M upsell pipeline influenced — Research and executive content turned differentiated points of view and customer evidence into measurable commercial impact.
CHALLENGE: We’re showing up in more places, and they don’t always feel connected.
Let's connect the brand creative and make a better way to carry it through.
My team and I set the direction and make the work, then turn the strongest decisions into patterns that help the rest of the company stay closer to that standard.
Set the creative direction before production starts
- Give the team a clear idea, visual language and point of view before anyone starts making assets.
Design the experience as a whole
- Connect story, design and interaction across web, campaigns, presentations, events and physical experiences.
Turn the best decisions into reusable patterns
- Build systems and templates from proven creative choices without making every expression look the same.
Stay close enough to know when the work is right
- Review, refine and push the details where judgment and taste make the difference.
86 accounts, $8.2M ARR, $2M pipeline, 4.8-star rating — Transform ’26 Europe carried the brand experience from narrative and presentation into the room itself.
BUILT FOR AI, NOT BOLTED ON.
Rebuilt for the AI era so brands hear every customer, respond faster, and earn lasting trust revealing changing reputation signals, real-time sentiment, and the next best move across every location and channel.
SHOWCASE NEW MESSAGING
Transform Your Business with Reputation: AI-Driven Tools for Enhanced Customer Engagement and Growth
"WE NEED A UNIQUE APPROACH."
Always know. Always act. The platform to measure, manage, and scale your reputation in real time.
Transform: Annual Customer Conference
