A wind turbine blade (22) is cantilevered from a shaft (50) of a rotor (20). A pitch reference azimuth (74) of the blade may be located by generating a function (66, 67, 68, 69) of gravitational bending strain or moment magnitude of the blade versus pitch angle of the blade for a vector component (85, 86) of gravitational force (GF) relative to a predetermined transverse line (CL, 83) of the blade, such as a chord line, over a range of pitch angles of the blade. The pitch reference azimuth may be set at a characteristic point (70, 71, 72) on the function, such as an inflection point Two such functions (67, 69) may be generated with the blade in two respective positions on opposite sides of the rotor The intersection point (73) of these functions is a pitch reference point that is compensated for rotor tilt.