Designing Brand Collaterals: Essentials for Your SaaS Business’ Success

In today’s world of fast-paced online creation, basic branding collateral such as business cards, company logos, and presentation designs are still useful. However, branding is commonly misunderstood as an online marketing technique made simpler by social media and other online strategies.

Branding is not an isolated process, and achieving business success requires a broader outlook. This is where branding collateral comes in, as it aims to harmonize a brand’s strategy efficiently.

In this article, you’ll discover the different branding collateral types that can benefit your SaaS business.

What is a branding collateral? 

A branding collateral consists of a few elements designed to promote a brand and support a product’s sales and marketing efforts. It represents the brand, crafted with its core values and personality. Branding collateral brings consistent value for businesses, which is crucial for creating a reliable and unforgettable brand.

People will recognize brands when they consistently use the same fonts, colors, patterns, and images. Focusing on your branding collateral materials is an excellent way to ensure a consistent brand image.

Important brand elements for starting a branding collateral 

You might be thinking, how do I create a brand collateral? First of all, you must have a clear brand identity. Here are four business brand identities for starting your branding collateral for SaaS.

• Business name – It’s a vital part of your brand’s identity; your business’s name plays a key role in how your brand is presented across various marketing materials. Your name will be featured on branding collaterals like business cards, letterheads, brochures, and websites.
• Brand logo and slogan – Logo and slogans are crucial elements of a branding collateral. Together, they create a cohesive visual and verbal representation of your brand.
• Colors – Consistently using colors on your branding collateral helps reinforce your brand’s recognition. By applying the right colors thoughtfully, you can convey your values effectively and set yourself apart from the rest.
• Business values – applying your values to your branding collateral helps convey your brand’s purpose. Consistently highlighting these values across various branding items and targeting the right audience will let you resonate with them more efficiently.

4 SaaS branding principles for success

As we’ve worked with many SaaS companies, we’ve learned much about what works and what doesn’t in building brands that scale and grow long-term. Here are four main principles of SaaS branding that are proven to lead in every category, making a significant difference in your business and maximizing your valuations.

1. Establish a purpose that aligns with your beliefs

Defining a purpose statement early on can help your business stand out and make a powerful start by defining what makes you different beyond making more money. A well-crafted brand purpose statement will attract the right customers and partners and connect with them emotionally instead of merely for transactional purposes.

You must believe in your purpose or statement or it won’t mean anything to your customers and employees.

2. What does your brand want to be when it grows up?

Anticipating your business’ long-term goals and destination can help you pave a path forward that prevents you from making under-baked decisions that may cost you valuable time and money.

For example, your brand’s name should reflect your entry point in the market and where you want to be in the future. There are plenty of examples of brands that started out with a completely different name but did not translate well as they grew and started competing seriously.

Remember to trademark your company name within your business class to prevent other companies from taking it from you. This also helps protect your investment in building a brand name appropriate for your category and desired brand position.

3. Go beyond creating the right product and find the message that fits 

Every SaaS founder knows the process of deeply understanding their customers’ problems and challenging their assumptions by validating their business model through a build-measure and learn cycle before even building a product prototype.

However, testing assumptions to validate marketing messages is less well understood. This process can make a big difference in building your customer development program and marketing strategy.

If your customers find your product valuable and continue to renew their subscriptions, but your sales velocity seems to slow down, you may need to consider choosing the right words when talking to them about your product. Choosing the appropriate words is a collaborative process that lets you connect with your customers to find the right messaging.

In some cases, the headline you’re using may not communicate the main idea effectively, and you may be speaking the wrong language to the right audience. One way to get around this is by explaining the underlying concepts you’re trying to get across over various groups to help translate your ideas into their language.

4. Know the difference between messaging in copy 

While messaging is about what to say, copywriting is how you say it. Understanding both terms and their differences can help you connect with your audience by providing a creative-driven copywriting process that ensures you communicate the right ideas and concepts.

Defining your brand’s tone of voice is crucial for getting your message across while connecting with customers emotionally. Understanding their problems and how they talk about them goes a long way in developing your brand’s tone of voice.

However, we’ve found it helpful to define your brand tone of voice after you’ve reviewed and approved your website’s copywriting and tested it on your site. Going through this stage will help you determine what works and what doesn’t from a copywriting perspective. This informed perspective will help you describe your brand’s voice with more insight, confidence, and authority and ensure you’ll work through any issues that may have been below the surface.

Conclusion 

With plenty of changes and growth happening in the marketing department, having solid branding collateral is essential for any SaaS business. After following our tips above, you’ll be ready to kickstart your branding and business and branding materials more efficiently.