A strong brand identity is more than visuals – it’s how a company connects, communicates, and stays memorable. For SaaS brands, it’s a tool to build trust, create differentiation, and establish lasting relationships with users.
Competition may steal your feature. But they can never steal who you are. In this guide, we’ll explore the core components of brand identity – from defining your essence to choosing archetypes and colors – and how they come together to shape perception. Let’s dive right in.
What is Brand Identity?
The concept of branding has significantly evolved over time. Initially centered around packaging and recognition, it now encompasses a much broader range: namely personalization and meaningful connections.
The term "brand" itself carries diverse interpretations. It can represent a product, an organization, a sense of individuality, or even a symbol. As shown in the visual framework of brand identity, each facet contributes to how a brand resonates with its audience.
That said, in this article, we'll specifically focus on the brand as a symbol of individuality and a powerful tool for visual communication.
Defining brand identity
Defining a brand identity requires a structured framework. There are a few that do the job. However, let's look at the one that we use most.
The "Brand Onion Model" provides a comprehensive way to approach this. Beyond this model, other tools like the brand pyramid and the brand key also help in crafting a robust brand strategy.
Let's break down the key elements of this framework.
Brand Essence
At the heart of every successful brand lies its essence – the fundamental truth that captures its soul. This is the defining element that sets the brand apart and encapsulates its unique value. For example, AirBnB's essence is – belong anywhere.
Finding your essense usually entails writing down your brand attributes. Then deciding which ones are the most integral. And, lastly, you find a way to connect them together in a sentence.
Brand Promise
A brand's promise is its commitment to its customers, representing what they can consistently expect. It’s the foundation of trust and reliability, such as "Always fast, always reliable," ensuring that every interaction aligns with this assurance.
Brand promise is the corner stone of your marketing. This is the point that you need to hammer until everyone and their grandmother knows it. Therefore, choose wisely.
Brand Values, Mission, and Vision
Next, we have values, mission and vision. Let's break down each of those identity elements.
Values: The principles that guide every action, decision, and strategy. Values like "Innovation, transparency, and sustainability" reinforce the brand's credibility and purpose. Make sure those values are embodied in your actions at every level. Otherwise, they do more harm than good.
For example, below are the value we've chosen at Excited. They're integral to all of our external and internal activities.
Mission: The brand's present-day focus, describing what it strives to achieve. For instance, "Democratizing financial operations for everyone" communicates its immediate goal. The example we've given is broad, so feel free to adapt that to your business.
Vision: The long-term aspiration that shapes the brand's future. A vision like "Creating a connected and inclusive world" inspires direction and ambition. A vision, essentially, is about the state of the world once your mission is achieved.
Vision, mission and values, among other things, is how you differentiate yourselves on crowded markets. Competitors may copy your features, but they can't copy your DNA.
Reasons to Believe
Users need evidence to trust a brand's promises. Reasons to believe are the proof points that validate these claims, making the brand's message more compelling. It's typical to start with reasons to believe and transform them into promises.
It's not enough to say you're award winning or committed to excellence. You have to have proof. If not, you're doing a disservice to yourself and the whole industry.
Both reasons to believe (RTB's) and brand promises have to take into account that your resources are limited. The more promises you make, the harder it is to keep them. Therefore, it's best to pick the ones that you're ready to make a lasting commitment to.
Brand Personality
Every brand has a personality – a set of human characteristics that define its emotional connection with its audience. Whether it's "Friendly, innovative, trustworthy," or bold and daring, a well-defined personality ensures consistent and relatable communication.
The personality manifests itself in different ways. For instance, here is an example of how illustrations can channel your brand voice.
A brand personality is yet another thing that's not easy to replicate. Competition may steal your features of even your whole business model but true personality is much harder to replicate. Therefore, if you can't differentiate on SaaS UX, differentiate on SaaS branding.
The concept of brand personality is adjacent to archetypes, so let's cover those as well.
Archetypes
Archetypes, originally conceptualized by Carl Jung in the 20th century, have been adapted by marketing professionals to define and personify brands. These archetypes give brands a recognizable personality, making them relatable and memorable. While there are different ways to categorize them, the most common framework includes 12 distinct archetypes.
In the SaaS industry, the "Magician" and "Sage" archetypes are often dominant. The Magician represents innovation and transformation, crafting products that create extraordinary results for users. The Sage embodies wisdom and expertise, offering tools backed by knowledge and authority.
However, limiting yourself to what's typical can restrict creativity. There's untapped potential in archetypes like the "Explorer," encouraging freedom and discovery, or the "Jester," bringing joy and engagement to an often technical field. Choosing an unexpected archetype could differentiate a SaaS brand in a saturated market.
Let’s explore all 12 archetypes and how they might align with SaaS brands:
- Magician: Innovation and transformation. Example: Offering groundbreaking AI-powered tools;
- Sage: Wisdom and insight. Example: Data-driven platforms that empower decisions;
- Explorer: Freedom and adventure. Example: Products that encourage experimentation and growth;
- Hero: Courage and mastery. Example: Solutions built to overcome tough challenges;
- Caregiver: Service and nurturing. Example: Customer support-focused platforms;
- Jester: Fun and enjoyment. Example: User-friendly interfaces with playful designs;
- Everyman: Belonging and connection. Example: Tools designed for collaboration and inclusivity;
- Lover: Intimacy and passion. Example: Personalization features to foster strong user connections;
- Ruler: Control and authority. Example: Enterprise software for robust organizational management;
- Creator: Creativity and innovation. Example: Platforms that empower users to design and build;
- Innocent: Simplicity and optimism. Example: Solutions designed for ease and approachability;
- Rebel: Breaking the norm. Example: Disruptive tools that redefine industry standards.
Selecting the right archetype – or even combining elements of multiple archetypes – can guide the tone, visual identity, and messaging of your SaaS brand. That said, don't feel obliged to pick one and stick to it until the bitter end. The archetypes are there to help you, not restrain you. If they're useful – use them. If not, find a more suitable framework.
Colors
Now that we've covered aspects of branding that are more ephemeral, let's also talk about things that are more tangible.
Color is a critical element of branding – it conveys emotion, cultural significance, and differentiation. How do you choose a color? It isn't an exact science, but there are a few tules of thumb to help you. Let's start with a bit of color theory.
There are several popular color schemes to consider:
- Monochromatic: Different shades of a single color for simplicity and elegance;
- Complementary: Contrasting colors that create high visual impact;
- Triadic: Three evenly spaced colors on the color wheel for a balanced look;
- Analogous: Colors next to each other on the color wheel for harmony and cohesiveness;
- Tetradic: Four colors forming a rectangle on the wheel for vibrancy and diversity.
Choosing the right scheme depends on the tone and personality (and your tastes) of your brand.
Cultural Connotations of Colors
Colors carry cultural meanings, which can influence how your brand is perceived across different markets. For example:
- Red can symbolize passion and energy in Western cultures but may signify luck in Asian cultures.
- Blue often represents trust and reliability but could be associated with sadness in some contexts.
Being mindful of these connotations ensures your color palette aligns with your brand message globally. The best advice we can give is to make sure that the color doesn't impede your growth, especially if you're entering an unexplored market.
Below, we've shared an infographic that comprehensively covers the connotations you should be aware of.
Standing Out from Competitors
Analyzing the colors your competitors use can reveal opportunities to differentiate your brand. A bold, unexpected choice might help your SaaS product stand out in a crowded market. If all fintech solutions are green and blue, doesn't mean you have to be that as well. If competition is boring and corporative, see if you can implement, say, ux gamification.
You may have noticed that some color advice here could be conflicting. That's why brand colours are essentially art. Advice is there to help you, but not dictate your actions.
The 60-30-10 Rule
Now that you have a few colors to work with, let's talk about how they work together.
A good practice is to use at least three colors, following the 60-30-10 rule:
- 60%: Dominant color.
- 30%: Secondary color.
- 10%: Accent color.
This balance ensures a visually appealing and professional design. This framework is by far the most common. That said, there's a plethora of exceptions here. The more you stray from the safety of rules, the most experience you need to make it work though.
Animations
Animations are a powerful tool for SaaS brands, enhancing usability and creating memorable experiences. When used purposefully, they can guide users through onboarding, provide feedback, and highlight key product benefits. Thoughtful animations not only add personality but also make interactions feel more intuitive.
To maintain consistency, animations should align with your brand’s tone – smooth transitions for professional brands or playful motion for creative ones. Always prioritize performance by optimizing animations to ensure they enhance functionality without slowing down the experience. Subtle and strategic use of motion can elevate your brand identity and leave a lasting impression.
Below is an example of motion design we did for our client.
Tone of Voice
Your tone of voice is a crucial part of your brand identity. It’s not just about what you say but how you say it. A well-defined tone helps you connect with your audience, reflect your brand's personality, and stand out from competitors.
Tone of voice can be expressed across several interconnected dimensions:
- Friendly ↔ Formal: Do you want to create a conversational and approachable tone, or is a polished, professional demeanor more fitting for your audience?
- Contemporary ↔ Traditional: Are you leaning towards a modern and cutting-edge vibe, or does your brand align with time-tested, classic values?
- Cheerful ↔ Serious: Will your communication inspire positivity and energy, or does it convey focus and gravity?
- Innovative ↔ Classic: Are you expressing a forward-thinking, trend-setting personality, or staying rooted in timeless approaches?
- Revolutionary ↔ Elite: Does your message challenge the status quo and promote bold change, or does it align with exclusivity and excellence?
These dimensions enable you to craft a tone that aligns authentically with your brand while resonating with your audience.
For instance:
- A brand like Dropbox or Mailchimp often embodies a Friendly, Cheerful, and Innovative tone.
- On the other hand, Google strikes a balance between Friendly, Contemporary, and Elite, with a professional undertone.
Your tone should adapt to different contexts while maintaining consistency across all channels to ensure recognition and trust. For example:
- Use a slightly more Formal tone in official documents while adopting a Friendly and Contemporary tone for social media.
Remember, the key is flexibility – experiment, adapt, and refine your tone based on audience feedback to reflect your brand's unique voice.
Graphic Solutions
The branded style of illustrations can greatly enhance your SaaS product's identity. Let's take a look at a few examples.
For instance, there's Notion. The black-and-white color pallet communicates simplicity and minimalism. This message is further supported by the minimalistic and scribble-like illustrations.
On the other hand, there are brand like Figma. They communicate colors and bold visuals, which is an extension of friendly and cheerful brand voice.
However, illustrations are not the only ways you can brand graphic elements. For exampe, icons are often creatively branded to align with the overall design language, offering both functionality and a unique visual identity.
Below, is an example of how we, at Excited, brand icons. We utilise brand notches and slightly rounded corners to ensure distinct brand look.
Photographs
Photography plays a vital role in storytelling. Use images that resonate with your brand's personality and values. Whether you’re showcasing your team, product in action, or customer success stories, ensure the style and tone are consistent with your overall branding.
Below is an example from Apple. Just by looking at the images below, you can immediately associate them with this brand.
Design System
A design system is a centralized resource that helps you store and manage all reusable design elements. Beyond visuals, it establishes clear content rules, such as how to use icons, typography, and colors across platforms. This ensures consistency and efficiency, especially as your brand scales. And consistency is the only way you can build a lasting association between a visual and a brand.
By thoughtfully integrating these visual elements, your SaaS brand can create a cohesive and memorable identity that leaves a lasting impression.
What to do next
Now that we've covered the basics of SaaS branding, you may feel overwhelmed. What do you do with all that information? – Here are a few pointers.
Whether you're starting from scratch or already have a product, building or refining your brand identity is an ongoing process. Here's how to move forward:
If You’re Starting from Scratch
Run brand identity workshops
Gather your team to brainstorm and define your brand's core elements – its essence, values, tone, and visual style. These sessions foster collaboration and ensure alignment across stakeholders. These are the fundamentals, on top of which you can build everything else.
Focus on Progress Over Perfection
Your brand doesn’t have to be perfect from day one. Treat these workshops as a foundation to build on, and prioritize moving forward rather than getting stuck in the details. Done is better than perfect.
If You Already Have a Product
Document Your Current Brand Identity
Take inventory of your existing branding elements, from your logo and color palette to your tone of voice and messaging. That way, your whole team has a single source of reference. Ambiguity is not your friend.
Identify Gaps
Look for inconsistencies or areas that lack clarity. For instance, is your tone of voice well-defined? Are your values and mission clearly communicated? If not, you have document them and build processes around that documentation.
Fill the Gaps and Document the Updates
Address any missing elements and ensure everything is thoroughly documented for reference. This documentation helps maintain consistency as your brand grows.
Outro
Building a brand identity is not a one-time task – it’s an ongoing process of refinement and growth. By understanding and implementing the key elements discussed here, your SaaS brand can resonate more deeply with users, stand out in a crowded market, and adapt to future challenges.
Whether you’re just starting or refining an established identity, remember: consistency, creativity, and authenticity are the cornerstones of a brand that leaves a lasting impact. And if you’re looking for expert guidance along the way, we’re here to help bring your vision to life. Let’s create something extraordinary together.
