A brand is so much more than just a logo; it holds the entirety of a company's identity, values, culture, and perception in the minds of its audience. Here are some things that contribute to what a brand truly is, along with examples from real SaaS.
The mission and values of a company reflect its purpose beyond just making profits. They outline what the company stands for and the principles it upholds.
Example: Salesforce's mission is "to help companies connect with their customers in a whole new way." Their values include trust, innovation, equality, and customer success.
The experience users have with a product or service greatly influences the brand perception. A seamless and intuitive user experience can foster trust and loyalty.
Example: Slack's user-friendly interface and collaborative features have contributed significantly to its brand as a modern, efficient communication platform.
How a company treats its customers at every touchpoint can define its brand. Exceptional customer service can create positive associations and build brand advocacy.
Example: The king of customer service has got to be Volkan Kaya at Versoly . He's literally sitting there while you're working in the app, waiting to help at a moment's notice. No helps docs, no AI bots. Just an obsessive insistence on talking to customers.
The internal culture of a company, including its workplace environment, values, and employee interactions, shapes its external brand image.
Example: Outseta are a prime example of a SaaS that is completely open about their internal culture. Geoff Roberts regularly posts information about pay, equity, and working practices. This openness allows customers to see what kind of people they are dealing with, and brings extraordinary levels of trust.
Engaging with the community, whether through events, forums, or social media, can help foster a sense of belonging and loyalty among customers and partners.
Example: Webflow grew on Vlad's personal brand, and has turned into a self-proclaimed cult. They have invested heavily in community activities, even spreading their annual conference out from SF to the rest of the world.
The tone, language, and style used in communications reflect the brand's personality and help it connect with its audience on a human level.
Example: Letterly design elements are entirely based on the shape of the microphone icon. Everything is big rounded corners, but not quite bento. Then there's a great juxtaposition in their language, which is clear, direct, professional. So while it might appear that they are going for a "soft" consumer market, they can grab a "professional" market too.