3 Brand Positioning Strategies for SaaS Businesses

By Philip BerardoDec 07, 2018

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. 

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Technology's Impact on Brand Storytelling

By Stephanie AlexandreMay 24, 2017

A recent panel discussion during SXSW (South by Southwest) inspired Ben James, Google, Global Creative Director to speak about how much technology has changed brand storytelling. His comments prompted industry creatives to speak up about the pitfalls they often face when it comes to storytelling in the digital era.

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How Can You Market Against Negative Perceptions?

By Linden KleinMay 18, 2016

After the 2008 financial crisis, the Wall Street banks were clearly one of the largest and most hated industries in the country. The recession erased all of the positive impressions people had for this industry. If the business of big banking had a tagline during this tumultuous period, it would be "You suffer, we sail."

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Four Tips for Applying the Iceberg Theory to Your B2B Direct Marketing

By Linden KleinApr 27, 2016

The novelist and short story writer Ernest Hemingway is known for his famous Iceberg Theory—to only explicitly include one-eighth of the details in the story, and leave the other seven-eighths implicit and underwater. For example, his story “Hills Like White Elephants” is about a man convincing his significant other to have an abortion, but the word abortion is never mentioned.

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Show Don't Tell: How to Build Your Unique Brand Personality

By Linden KleinApr 19, 2016

Sometimes the best way to appeal to customers is by doing something totally unrelated to what you do. It can be a critical step towards developing a distinct and likeable brand personality.  

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A Short Case Study in Brand Equity

By Linden KleinApr 01, 2016

I was recently shopping for polo shirts and was surprised at the options.

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Brand vs. Visual Identity – What’s the Difference?

By Azadeh BrownMar 15, 2016

The term ‘branding’ is lobbed around like a volleyball these days. You’ll hear statements from all corners of the marketing world:

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Leading a Rebranding Initiative

By Azadeh BrownMar 08, 2016

Picture this: It’s your first week at a new company, and you’re ready to meet with your agency to develop some new marketing initiatives. As you dig into your organization’s branding materials, you gasp in horror. What decade is this logo from? Who approved this color usage? Is there even a web-friendly version of the corporate font available?

 For some marketers, leading a branding—or rebranding—initiative is the holy grail. 

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Using Analytics: Be Subtle and Intuitive

By Linden KleinMar 01, 2016

 

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6 Ways to Improve Your Content Marketing Strategy in 2016

By Lindsay CarterJan 20, 2016

Before you dive into business as usual in 2016, take the time to map out a content marketing strategy that identifies new insights and inspirations that improve upon last year’s results.

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