Managing Multiple SaaS Brands with Brand Architecture

Hello SaaStronauts!

In this issue:

• "Mom Test" Your SaaS
• Managing Multiple SaaS Brands with Brand Architecture
• Explaining SaaS With Pizza
• 4 Tips on Getting Your Logo Right
• B2C vs B2B and Which is Better for Your SaaS

🚀 Let's blastoff!

👩 "Mom Test" Your SaaS

• Conduct early interviews geared towards facts rather than opinions.
• Ask specifics about the past, rather than talking about general things related to your idea.
• Listen more than you talk.
• Avoid receiving fluff responses like: I usually, I always, I might, I will, etc.
• When this happens ask about specifics. Like: when it last happened to them, or how they solved it.
• When customers make feature requests about your product, try to understand the underlying thought behind why they want the feature.
• Test critical assumptions your business is based off of.

Our takeaways from "The Mom Test". Read this book.

🤹 Managing Multiple SaaS Brands with Brand Architecture

• Brand architecture is managing perception by organizing your company's brands, products, or services.
• Types of brand architecture...
• A branded house architecture is a single main brand with sub-brands under it. Brands share perception, both positive and negative. Example: FedEx and sub-brands Fedex Express, FedEx Ground, FedEx Freight, etc.
• A house of brands architecture a main brand that customers might not be aware of, with many distinct and unconnected brands under it. The main brand is only important for legal and investment reasons. Good for reaching diverse audiences. Budget can be higher since each brand requires its own marketing. Example: Proctor & Gamble and its many brands.
• An endorsed architecture means there is a main brand that associates itself with each of the sub-brands. Sub-brands can still have their own unique branding, but can benefit with association. Examples: Kellogg and Nabisco that feature their logo on the front of all sub-brands.
• A hybrid architecture can be a combination of any of the above architectures. Examples: Alphabet, Amazon, Microsoft

Our takeaways from "What is Brand Architecture and How Does it Impact Your Business?". Read this article.

🍕 Explaining SaaS With Pizza

💡 4 Tips on Getting Your Logo Right

• A logo connects emotions and values to your brand.
• A good logo should be clear and concise.
• Start from the familiar and expand out.
• Ask your target audience if they understand your logo.

Our takeaways from "The Importance Of Having The Right Logo". Read this article.

💼 B2C vs B2B and Which is Better for Your SaaS

• Selling B2B (business to business) typically has a lower churn rate since companies have higher budgets and can become reliant on the SaaS for their business to run.
• Selling B2C (business to consumer) has a higher churn rate since these products usually aren't required for consumers. Users can easily unsubscribe when they get bored with the SaaS.
• Market a B2B SaaS on Linkedin or Twitter. Create presentations and expect a longer sales cycle.
• B2C customers might be more inexperienced, so keep copy simple. B2C is typically marketed on Facebook, Twitter, Pinterest, or Instagram. Pricing is usually set at lower amounts, but sales cycle is short.
• B2B companies might need to check in on customers more than B2C companies.

Our takeaways from "B2C Vs. B2B SaaS: Understanding the Difference". Read this article.

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