How To Build A SaaS Company Verbal Brand Identity

Building the right brand identity to represent your business plays a crucial role in achieving success. Successful SaaS and PS companies rely on compelling copy to communicate value to buyers, not flashy visuals, so for B2B companies, a brand’s verbal identity matters most.

To get the job done right, brand messaging needs to be accurate, complete, unique, and consistent. Otherwise, a company risks looking less focused and poorly defined alongside competitors.

Creating a Brand Messaging Guide (BMG) is an essential first step for growth-minded businesses ready to design and refine their verbal brand identities.

Inside a BMG, you’ll find:

Company DNA

Core Values
Names the set of beliefs a business aligns with and supports. It helps tell the story of where a brand gets its fire and drive and speaks to its target customer.

Mission
A consolidated statement that clearly defines what a company delivers.

Vision
Describes where a company plans to go in the future. Similar to the mission, but aspirational.

Purpose
Captures “the why” behind the brand. 

Company DNA in the brand messaging

Key Messaging

Brand Story

Introduction to a brand’s origin story, timeline, or industry positioning. Great place to introduce a business’s distinct voice, tone, and style. 

Elevator Pitch
A short and snappy statement that helps people understand what a brand does – quickly. Ideally, everyone on a team will use the same message. 

Tagline
A line (or two) of hero copy to provide context, specificity, and unique industry positioning alongside the brand’s name. Great way to leverage prime messaging real estate.

customer messaging in the brand doc

Customer Voice

Target Customer Persona
A profile of the individual a brand was built for. Defines their pain points, needs, and wants so that a business can speak to the buyer directly.

Features
A round-up of all the deliverables your product or service provides

Benefits
All of the results buyers experience from engaging with a brand

Words That Define

Voice, Tone, & Style
A brand’s personality defined by the way it sounds through a description of the character, attitude, degree of formality, and quirks of the brand. 

Brand Drivers
A unique set of words or phrases defines a brand’s key pillars. Serve as a guardrail and guide for messaging. 

Word Banks
A set of words or phrases expands on brand drivers, so teams can be consistent in the themes they design messaging around but diverse in the language they use to describe them. 

How to Build A BMG

To build a BMG, teams progress through a series of workshops guided by one of our team’s B2B brand strategists. The structure of the engagement breaks down into six phases:

  • Kickoff & Discovery – Introduction and overview of current brand verbal identity. 60 min. Zoom Call 
  • Workshop 1: Meet the Brand, Core Values, Brand Hero Language, Mission, Vision, and Purpose. 120 min. Zoom Call
  • Workshop 2: Brand Personality, Voice, Tone, & Style, Features & Benefits, Brand Drivers, and Brand Word Bank. 120 min. Zoom Call
  • Workshop 3: Current Target Customer Persona Profile, Elevator Pitch, and Strapline. 120 min. Zoom Call
  • Reporting & Editing Call: Presentation of working language and a live-editing session between brand strategist and client. 60 min. Zoom Call 
  • Final Brand Messaging Guide Delivery – Final BMG review and Q&A. 30 min. Zoom Call 

Once complete, a BMG gives teams the ability to apply straightforward and consistent messaging across every brand expression. 

"Knowing how your company operates and what it stands for is easy to lose sight of in the day-to-day. Much of the knowledge of my own brand was implicit or buried, and in some cases, not particularly coherent. My conversations with RevenueZen made the implicit explicit, subjected it to inspection, and really helped me to craft a coherent and compelling narrative about my brand."

Founder @ AI Consultancy

"I've had the pleasure of working with Hali as a thought partner for marketing content for our business for over a year. I greatly look forward to our monthly idea sessions! One thing I really appreciate is how much I can share all my ideas free-flow verbally, and Hali works her magic to transform my thoughts into many thoughtful pieces that are authentic to my voice. It's effortless to work with Hali because she understands our business and my perspective."

Founder @ Mobile QA SaaS