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When was the last time you sat down and really took an in-depth look at your brand? Those in the SaaS industry understand the difficulties that come from developing a strong brand identity that feels unique, while offering enough value and not deviating from a core message. Customer churning is one of the top struggles for SaaS businesses; having an inconsistent, complicated brand message certainly doesn’t help.
To help retain your current audience and encourage new customers to seek your services, here are three brand positioning strategies you’ll want to work with.
Determine the tone and messaging that best fits your brand and its name
There is a core message behind every brand name. In the SaaS industry, your competitive messaging is a key part of what makes your company unique. Developing a consistent brand tone and message starts with understanding what your brand name is trying to say to your audience.
For example, if your brand name is an adjective—such as Harmony or Energize—it more than likely translates to your brand language. Maybe your business goal is to stimulate an interest in your industry (energize), or make certain tasks more pleasant and less stressful for your customers (harmony). Now, translate this to the services you provide, and determine what your brand will accomplish for your customers.
A common misstep that companies don’t realize is the way they word the descriptions on their websites. Often, they’ll spend more time telling their audience what they do and not enough time showing how and why they do it. For instance, if your SaaS company focuses on solutions for website optimization, let your audience know how this will benefit them and why this is something your company is passionate about.
Capitalize on what makes your SaaS brand stand out among competitors
Put yourself in the shoes of a customer that's researching multiple SaaS companies and brands over the course of a week. Would you be interested in the services your providing? Sure, this may feel like a generic question; but how often do you really dig deep into what makes your brand stand out among your competitors?
To start, look at what other SaaS companies are doing to promote their brand. How is their social media presence? Do they offer free demos for their services? The goal here isn’t to copy your competitors but rather capitalize on areas that they may be faltering in. If there’s something your competitors’ customers aren’t getting enough of, give your brand an opportunity to one-up the competition.
Here are a few examples of how you can promote your SaaS brand to stand out among your competitors:
- Develop a strong social presence to engage with your audience. Even if your company itself is small and hasn’t quite made a significant industry impact, your brand can still garner attention from social channels. This is especially beneficial to nurture existing customer relationships, which your competitors may be neglecting.
- Find a stand-out aspect of your service offering and implement it into your brand message. In other words, capitalize on a single feature that your competitors don’t have and wouldn’t be able to offer. This may even be a unique philosophy your brand holds when compared to a more straightforward, sales-focused approach.
Narrow down your audience, and hone in on their pain points
When you begin writing your positioning statement, it will ultimately help you determine how well you understand not only your brand but your customers as well. If your SaaS company hasn’t been using personas, this is an excellent opportunity to do so.
When determine your SaaS brand’s target audience, you’ll want to use relevant demographics (such as age range, industry, company size, and years of experience) to get a better understanding of who you are selling to. If you overgeneralize, you’ll be spreading your brand reach too thin. As a result—instead of reaching a wider audience—no one will be able to figure out the core strengths of your brand. In other words, sometimes it’s best to not be a jack-of-all-trades.
Thinkdm2 is a New Jersey digital marketing and branding agency that specializes in brand development for businesses in the SaaS, IoT, and Design Services industry. If your company is looking for additional strategies for brand positioning, you can contact us for more information.
You can also download our free ebook to further assess the strength of your branding.