Conclusion:

Irrespective of the size and stage of the company no B2B SaaS company in the world should ever run a brand awareness campaign.

Branding and brand awareness are terms that I have very often used in the changesly and that is not correct.

Discussing what a branding campaign is and how is it different from a brand awareness campaign will become much easier if you first discuss what does the difference between branding and brand awareness.

Brand awareness

Brand awareness as the name suggest his basically when someone is a well that your brand exist.

This happens through any and every touch point that your brand has with any person.

This includes:

1. Customer success
2. You telling your relatives where you work
3. Sales calls
4. Paid search ads
5. Many more things

It doesn't matter what or how much they are sharing about your brand in the distance it just matters that there is something that is a brand and they listen to it.