Crafting compelling brand messaging for your SaaS company is all about following a simple 3-step formula.
3 steps
1. Identify the pain points or challenges your target audience faces. Highlight the problems they encounter and the frustrations they experience.
2. Clearly define your SaaS product or solution. Describe how it addresses those pain points and provides a unique value proposition.
3. Showcase the solution your product offers. Clearly communicate how your SaaS product solves those problems and makes your customers’ lives easier.
Keep the messaging concise, using plain language that resonates with your audience. By following this formula—highlighting the pain, defining the product, and showcasing the solution—you can create brand messaging that effectively engages your audience and communicates the value of your SaaS offering.
A really good example:
Coconut Accounting
“No complicated spreadsheets, no more stressful tax returns. Just a really easy-to-use tax app that helps you organise your finances.”
It highlights the pain: The first step emphasises the importance of identifying the pain points or challenges faced by the target audience and capturing their frustrations.
It defines the product: The second step highlights the need to clearly define the SaaS product or solution and how it addresses the identified pain points, emphasising the unique value proposition.
It showcases the solution: The third step emphasises the importance of showcasing the solution provided by the SaaS product and how it solves the pain points identified earlier. It emphasises the need for concise and relatable language to effectively engage the audience.
Here’s 5 more examples of meaningful SaaS messaging:
Canva
Canva is a graphic design platform that offers a range of design tools and templates. Their brand messaging focuses on empowering individuals and businesses to create professional designs easily. Their tagline, “Design anything. Publish anywhere,” communicates the flexibility and simplicity of their platform.
Mailchimp
Mailchimp is an email marketing automation platform. Their brand messaging emphasises simplicity and makes marketing accessible to all. Their tagline, “Send better email. Sell more stuff” succinctly conveys their value proposition of enabling effective email campaigns for increased sales.
Shopify
Shopify is an e-commerce platform that helps businesses build and manage online stores. Their brand messaging revolves around enabling entrepreneurs to start, grow, and scale their businesses. Their tagline, “eCommerce solutions. Set up your business, your way,” communicates their commitment to simplicity and customisation.
Zapier
Zapier is an automation platform that connects various apps and enables users to automate workflows. Their brand messaging focuses on simplicity and automation. Their tagline, “Zapier connects your tools to streamline your mission-critical processes.” succinctly describes their core offering and how it benefits users.
Trello
Trello is a project management and collaboration tool. Their brand messaging revolves around visual organisation and simplicity. Their tagline, “Trello brings all your tasks, teammates, and tools together” communicates the essence of their product, making it easy for teams to manage projects collaboratively.
