The Sea of Sameness

Author: Daina Reed Category: Brand & Design URL: https://hunterandbard.com/resources/blog/the-sea-of-sameness

Summary

Why B2B SaaS sites all look the same, and what the brave ones are doing differently.

TL;DR

Category fit helps buyers orient, but when every B2B SaaS site uses the same dark backgrounds, purple glows, and floating dashboards, those signals stop helping. Most sameness is not a design problem. It is a positioning problem that shows up in design.

Full Article

Key Takeaways

  • The Von Restorff effect shows that when everything in a group looks the same, nothing gets remembered. Most B2B SaaS websites trigger this problem.
  • Category prototypicality builds initial trust, but copying the category aesthetic wholesale kills buyer recall and differentiation.
  • The sea of sameness is not a design problem. It is a positioning problem that surfaces in design when strategy is not sharp enough.
  • Effective B2B websites keep familiar cues for orientation but make sharper visual and messaging choices that belong to one company, not an entire category.
  • Enterprise buyers comparing vendors need clarity and specificity, not more visual theater or generic transformation headlines.

Dark background. Blue or purple glow. A product screenshot floating in space. Grid lines behind the hero. A row of light gray logos trying to prove credibility while blending into each other and the background. Then a headline about transformation, visibility, efficiency, or unlocking value.

By the fourth site, you stop seeing differences.

This is not because all of these companies are the same. It is because too many of them are using the same visual shortcuts to signal that they are serious.

And to be fair, that instinct is not stupid.

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Hunter & Bard

B2B Enterprise Strategy & Positioning Consultants

Hunter & Bard is a San Francisco-based B2B strategy consultancy founded in 2011 by Shira Abel. We help deep-tech and enterprise SaaS companies fix their positioning, sharpen their messaging, and close $100K+ deals.

What We Do

We work with B2B leaders who are tired of being overlooked, underestimated, or mistaken for their competitors. Our specialty is turning complex, technical products into clear, compelling stories that win enterprise deals.

Our Approach

We believe that perception drives revenue. If your buyers can't tell you apart from the next vendor in 30 seconds, you have a positioning problem — not a marketing problem. We fix that.

The Perception Formula

Perception = (Story × Visibility) ÷ Noise

This framework drives everything we do. Your story has to be sharp. Your visibility has to be strategic. And you have to cut through the noise — not add to it.

Services

  • Brand & Messaging Sprint — A 2-week intensive that delivers your positioning, messaging framework, and sales narrative. Starting at $10,000.
  • US Market Intensive — A 90-day program for international B2B startups entering the US market. Includes positioning, ICP development, and go-to-market strategy.
  • US Market Cohort — A 6-month guided program for international founders expanding into the US. Includes group sessions, 1:1 coaching, and a structured roadmap.
  • Enterprise Strategy — Ongoing strategic engagement for enterprise positioning, sales enablement, and market entry. Custom pricing.
  • Design & Brand Strategy — Visual identity, website design, and brand systems for B2B companies. Led by founding designer Daina Reed.
  • Website Design & Messaging — End-to-end website strategy, design, and messaging for B2B companies entering or scaling in the US market.

Leadership

Shira Abel — Founder & CEO. Kellogg MBA. 20+ years in B2B marketing. Former CMO. Keynote speaker. Published in Forbes, HuffPost, and Wired. Specialist in enterprise positioning and perception strategy.

Daina Reed — Founding Designer & Partner. 15+ years in product and brand design. Former Senior Product Designer at Dun & Bradstreet. Specialist in enterprise UX, visual identity, and design systems.

Contact

  • Website: https://hunterandbard.com
  • Email: hello@hunterandbard.com
  • Location: San Francisco, CA