Stand out from the crowd with your SaaS brand: Here's how to make it unique
Published on June 12th, 2025
In the bustling world of Software as a Service (SaaS), standing out from the crowd can be a daunting task. However, a forgettable SaaS brand doesn't have to be the norm. Emily, in her latest article, offers a refreshing approach to creating a distinctive brand identity.
The traditional safe design approach, characterised by clean sans serif fonts, muted blue colours, and vague headlines, has become a problem. It no longer establishes trust and begins to blend into the white noise of the SaaS landscape. Emily suggests ditching these cliches and instead, writing like a person, designing with intent, showing up with a point of view, building emotion into the experience, and saying one thing well rather than everything vaguely.
If a brand's approach might turn some people off, it's a sign that it's working effectively. Emily's article highlights this, pointing to two past projects by KOTA: Futureform and Incentive Games, which have successfully carved out their unique niches.
To help brands evaluate their strengths and areas for improvement, KOTA has introduced the Brand Pulse Audit tool. This innovative tool provides a comprehensive analysis of a brand's current position and offers actionable insights for growth.
But what does a stand-out SaaS brand look like? It owns its niche, speaking directly to its target audience rather than trying to appeal to everyone. Almanac, for instance, is a prime example of this approach. The brand leads with the right visuals, making the product easier to understand, reinforcing emotion, and making people feel something fast, as demonstrated by Vev's bold, editorial style.
Moreover, a stand-out SaaS brand sounds human, with a tone that feels real, not overly polished or AI-flavoured. Tella, which talks like the creative people it's building for, is a testament to this.
Lastly, a stand-out SaaS brand picks a fight, stands for something, and doesn't try to please everyone. Superhuman, with its fast, focused, and opinionated brand that mirrors its product, is a shining example of this strategy.
In a world where potential customers are likely to move on quickly if a brand's message is not clear, memorable, and different, it's crucial for SaaS brands to adopt these strategies. A distinctive brand not only increases conversion rates but also strengthens pipelines, ensuring a brand's success in the long run.
For more insights and related articles, feel free to explore the links provided in Emily's article.
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