If you want your SaaS startup to grow, you need to develop a strong sense of what exactly your product is offering (positioning). And then, you have to communicate this information in a manner to differentiate it from all other available products that you can find (branding). Defining these two important things is not an easy task. You can achieve this only when you begin to learn more about your customers.
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What Is Positioning?
In a nutshell, product positioning merely is an act of explaining the problems you are going to solve using the product or service that you have developed. For example, Basecamp helps improve communication and increase the efficiency of a team.
It’s a mistake to think that strong positioning will place your product or service in the minds of the users you are targeting. It will only assist you in defining the target audience. You can then use this information to fine-tune your marketing. Product positioning is one of the best ways to differentiate yourself from the competition.
Snickers chose to add the tagline “You’re not you when you’re hungry!” to differentiate themselves from their competitors. They understood that the buyers are purchasing their product to eat on-the-go. They understood that they would not succeed if they use a marketing strategy identical to Milky Way. This strategy helped them to become one of the fastest selling candy bars in the country and the world.
Use JTBD to Position the Brand
If you are working on positioning, you need to know the reasons why your customer may need to purchase or use your product. One of the best ways to examine and identify the current or prospective customer’s needs and the context that they follow to make a purchase is by utilizing the jobs-to-be-done framework.
JTBD interviews are very structured and can assist you in tracing the steps your customers take to make a purchase. In case you do not have any customers now, use the same framework on the target audience. Conduct quick interviews with your current and prospective customers and ask them the following questions.
When is the first time you realized you have a problem or opportunity and needed assistance?
What do you usually do to find a solution to the problem?
What are some solutions that you did or did not try and why?
What are the expectations that you have for a product or service?
Branding and Naming
Of course, some names are great, and some terrible, but a name in itself cannot do anything to determine your business success. When you are at the Minimum Viable Product (MVP) stage, you can follow specific guidelines to finalize a brand name. These are some of the tips when it comes to selecting a name for your product:
- It should be easy to pronounce and to write.
- It should be short enough to remember it with ease.
- It should not be in use by any corporation or the competitors. You might have to do a quick trademark search first before using it.
- Ensure that the name is not offensive in other languages.
- It should be easy enough to help you secure a .com domain. In case it is difficult for you to find a domain name, you may have to add an adjective to it.
Always remember that you need to change your brand name in case it fails. While you need not do it immediately, you may have to wait for some time to ensure that your product fits well in the market before you proceed to make the change. A classic example that might surprise you is Google. Today, Google is one of the most popular websites in the world. It’s hard to believe that the original name given by its creators was ‘BackRub.’
After realizing that the name is not that attractive and appealing, they gave it a new name ‘Google.’ Collect a few names that sound great and then share with your team and family to see their reaction. You also need to ask your team and family to share with you some names they think would work. These are some of the best practices you need to follow to find a good name.
Use Emotions to Connect Well With Your Customers
To market your SaaS product well, you need to capture the attention of your customers in just a few seconds and get them interested in your product. When the branding resonates with the customer’s needs, emotions, and aspirations, it can help you to connect with them quickly. Over time, it will also help build their loyalty.
To create a strong impression or connection with the customer, use their language. You can do this by utilizing the words or the phrases that they used during the JTBD interview. The best way to showcase your product in action is by using screencasts, screenshots, or videos. A great example of this is Basecamp. In 2016, besides tripling their prices, they also added a unique visual to their marketing. Emails and notifications chase a lady whose hair is on fire. The reason they chose this eye-catching visual is that people were frustrated by the lack of order in their business communications. Using this information, Basecamp was able to connect with the target audience in a clever way.
These are some methods you can employ to position your product better.
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