Talking about branding strategies for SaaS businesses means reflecting on a challenge: how build a reputation and create connections with customers in a sector with intangible, complex products that are often difficult for the public to understand?
And what's more: how brand development can keep up with the times? countless transformations and innovations from the market?
The task is not simple. Within the Group Softplan, the starting point was to identify how this gap could be reduced. Here, the process began with the direct contact and continuous with the customers themselves, with the mapping of perceptions and needs through interviews and feedback analysis.
Thus, it was possible to identify several important aspects, such as the desire for transparency and for one authentic connection, attributes that help define the reputation of any software brand, especially in an environment of constant innovation like that of the SaaS business.
In this same sense, working from questions such as “why?” and “for whom?” helped us reinforce aspects such as the company’s mission, values and persona. By starting from these premises, we communicate more than just functionalities: we start to transmit values that resonate with the challenges and aspirations of customers themselves.
Defining a clear vision on these aspects helped in reviewing important elements, such as visual identity e corporate brand tone of voice.
The key strategies
From this diagnosis, we developed some key strategies that guided our branding approach. The first of these was the clear identification of the public-bowel. In the Group Softplan, we define precisely who our ideal customers are. With this, we can direct and adapt our speech and define which territories our brand should occupy.
With the target audience in mind, we move on to analyzing how to communicate our value offer, an element that highlights what makes the Group's services Softplan unique and indispensable.
While the purpose reflects the brand's reason for existing – in our case, to promote fundamental transformations in people's lives –, the value proposition clearly expresses the unique benefits we offer, applying technology and knowledge to simplify processes and management.
Create a coherent visual universe was also essential, as it ensures that the logo, colors and typography reinforce the brand values. In our review project, we updated visual elements so that they could be easily identified both in the corporate brand and in the products of our different business verticals. In addition, the visual identity of the solutions was brought closer to that of the corporate brand, with the review of the architecture and endorsement format, evolving from something textual (by softplan) for visual. This further boosts business and adds value to the parent brand.
Another important piece is to ensure a clear and consistent communication. Recently, the Group Softplan revised his tone of voice to reflect our maturity in communication as well.
More inspiring, our tone of voice is connected to the Group's purpose. promote fundamental transformations in people's lives, while anticipating the pain points of the target audience – which is also reflected in the new tagline: “Technology that inspires tomorrow”.
A customer experience is another essential pillar within branding strategies for SaaS businesses, as each interaction, from the first contact to after-sales support, must reflect the value proposition, in addition to creating a positive and inspiring experience, which stimulates strategic thinking. According to McKinsey, in fact, improving the customer experience can reduce turnover by almost 15% and increase the win rate by up to 40%.
We also seek to reinforce our credibility and strengthen our position in the market through social proof, with customer testimonials that show how our solutions transform people's lives, especially in sectors such as the public sector and construction.
A adaptability is also a fundamental part of the strategy in this process. With inorganic growth strategies, which are considered recent, we have reinforced our positioning by adopting the Group signature, which strengthens the exchange of value between the corporate brand and the products.
Finally, the producing relevant content and educational and the creation of a community are practices that we value, with examples such as Vision and the event ProudTech, where our experts share knowledge, inspiring the market and reinforcing our authority in the sector.
Impact on growth and customer loyalty
Building a consistent brand brings us closer to the customer and generates strategic results for the business. In a market with seemingly similar offerings, A strong and well-defined identity does not require further explanation as to why it is relevant.
After all, visual elements naturally communicate experience and reliability. This presence has a positive impact on attracting new customers, facilitates sales and reduces the cost of acquisition (CAC), allowing the focus to be on innovation and growth.
Recognition in the market favors the sustainable growth, but the journey has its challenges: standing out in this environment requires clarity and assertiveness. Therefore, maintain brand consistency is an important element for recognition and trust.
Focus on people
In the group Softplan, focus on customer experience is a fundamental guideline. Every branding decision is guided by a deep understanding of the people we serve and how we can positively impact their lives. This commitment guides all our positioning and communication.
We also believe that it is essential to maintain a visual identity and message that reflect who we are and what we deliver. We recently undertook a brand review to ensure that this coherence remains strong, connecting our products and our corporate brand in a clear and impactful way.
This brand building process reflects our concept of verticalization, which seeks to give depth to experience, reaching several layers.
It is also interesting to highlight that the clarity with which we communicate our values is another differentiator. We know that words are important, but the real impact comes when those words are transformed into noticeable actions with every interaction. In this way, our purpose is to simplify, optimize and deliver results that speak for themselves.
We work with real stories that illustrate the positive impact our solutions have on society, connecting technology with examples of transformations in the lives of people and organizations, making more authentic and inspiring branding.
Based on these premises, we can say that the branding strategies in the Group Softplan act as a kind of common thread between the brand and the real world. What we ultimately seek is to highlight experiences that matter, aligning what we say with what we do.
When a customer sees how our solutions help with operational efficiency and legal intelligence or improve the construction sector, for example, they begin to see the brand as a partner and facilitator of change.
These branding strategies bring more than a passing connection: they transform the perception and relationship with the Group. Softplan. In a world where SaaS may still seem distant, reinforcing this commitment is what really makes the difference.