Unique ideas around functionality only last so long in SaaS. Your competitors update their products, ‘stealing’ your killer feature. Inevitably, you end up swimming along together in a shoal and it’s hard to stand out.
Most people have seen the MarTech 5000 infographic depicting companies competing in just one SaaS sector. If you haven’t, then check it out, it really brings home the point.
The leading SaaS companies have grown up now and the rest of the industry needs to catch up. Consumer businesses have been leveraging brand power for over 100 years and today’s most successful SaaS companies are creating standout by doing this.
SaaS market leaders have embraced the concept of the brand. By adopting a more creative approach, the most successful SaaS companies are using branding to create messaging and marketing that differentiates by being aspirational, exciting and emotionally affective.
As part of their strategic business model these companies are building really strong brands by interweaving what they do with powerful organising ideas. We can compare this with belief systems, such as those for defining a philosophy or even a religion.
A good way to explain this is to take the example of HubSpot:
How can your brand create a ‘moat’ around your business in 2019?
Xander Marketing creates and builds brands for SaaS businesses. Find out more here.
We’ve been helping SaaS businesses globally since 2009 to grow. We work to support growth through new acquisition, increasing leads, generating more website traffic and raising industry awareness. If you lack the time, resource or know how to understand branding your SaaS product, then get in touch and book your free one hour consultation.
When it comes to marketing, SaaS has its own set of rules!
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