Improving SaaS Customer Experience Through Branding

David Barlev

September 26, 2018 · 3 minutes

The power of branding is huge – we all know that. But when you’re not a tangible product, it’s even more important to have a strong brand. When people can’t hold your product or service in their hands, your brand and their customer experience is really all you’ve got.

As a SaaS company, the experience you provide your customers with is everything, which means improving SaaS customer experience. Your branding is a huge part of that. How do people feel when they’re engaging with your product? What do people think about, when they think of you? All of this comes back to your brand.

Providing a fantastic customer experience is crucial if you want users to remain engaged with your business. But, keeping your customers engaged long-term is no small task. One lever you can use to majorly impact this is your branding.

how saas companies can use branding to improve customer experience

Here are 4 different branding strategies that help with improving SaaS customer experience.

Invest in a proper branding package

Your logo and colors have a massive impact on how consumers feel about your brand, so this isn’t a place you want to skimp. You don’t need to go crazy with costs, but ensure you at least have a logo done properly.

Don’t just throw something together – do your research. What do the competitor’s logos look like? What do you see happening for your industry in the app store? There’s a lot that goes into creating good logos, so make sure you fully understand why you’re making the decisions you’re making. Your logo can be what makes or breaks a person’s decision to hit the download button, so it’s not something to be taken lightly.

Seek out strategic partnerships

Are there holes in your product or service that could be better filled by a strategic partner? And are there potential partners that your audience already identifies with and uses? Connecting your brand with other known brands that compliment your product or service will open your business to larger audiences and new demographics you may not have been able to reach alone. Alignment with other popular brands with strengthen your own.

Any partnerships will need to be mutually beneficial, so make sure you approach any contacts with a plan that demonstrates how you can help them before you’re expecting anything in return.

Adopt education as part of your brand

There’s no better way to build trust online today than through educational content. Consumers will expect your business to provide them with the information they need to make the best use out of your product or service – if you don’t give it to them, you’re making it hard for them to become successful, which will in turn cause them to have a negative experience.

Make education part of your brand promise and use engaging things like videos, webinars, and tutorials to educate and relationship-build at the same time.

Ensure every single staff member is a brand ambassador

Your customer service agents, your technical staff, and anyone that interacts with the public is acting as the face of your company. Ensure that each member of your team is consistent with their knowledge, their attitude, and the way they represent your company.

Empower and educate your staff, so they are able to handle each and every situation that is thrown at them. This will help to build trust, and ensure every customer that comes into contact with your business is having the same positive experience.

When it comes to branding, don’t just think about your fonts and colors – it goes far deeper than that! Want to know more about improving your SaaS customer experience? Reach out to us today!

About David Barlev

David is the Co-founder and CEO of Goji Labs. David loves working closely with passionate founders to understand their vision and help them build beautiful applications while focusing on risk-mitigation. As an author, he focuses on informative and educational blogs that enable our clients to make the most of their businesses.

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