Work and life are no longer separate worlds. They are completely connected, and sometimes that means meeting a client at Web Summit in Lisbon one year and jumping into the freezing Baltic Sea with them the next.
That is exactly what happened when we travelled to Estonia to run a brand strategy workshop with a SaaS company that is transforming the way hotels, salons, spas and service providers manage bookings. They had built an incredible piece of software, but now it was time to bring their brand to life beyond the functionality.
More Than Just Software: Defining the Brand
Many SaaS companies focus entirely on features, automation and efficiency. But software is only part of the equation. What truly sets a brand apart is its substance, positioning and expression. These are the elements that turn a product into something that customers connect with.
Here is what we explored during our strategy session.
1. Brand Substance: Defining the Core
At the heart of every great brand is its purpose, vision, mission and values.
- Purpose is the reason the brand exists beyond making money.
- Vision is the big picture of what it is trying to achieve.
- Mission is how it delivers on that vision every day.
- Values are the principles that guide decisions and culture.
For this client, the goal was not just to streamline bookings. It was about empowering service providers to create effortless customer experiences and freeing up their time to focus on what they do best.
2. Brand Positioning: Owning a Space in the Market
A strong brand needs clear positioning. We helped them define three key areas.
- Audience – Understanding who they truly serve and what those customers need beyond just software.
- Competitors – Identifying what makes them different in an increasingly competitive SaaS market.
- Differentiation – Clarifying what unique value they offer that others do not.
This clarity shifted their focus from simply being a software provider to being a business growth partner. They are not just selling a product, they are helping businesses in hospitality and wellness run more efficiently and create better customer experiences.
3. Brand Expression: Giving the Brand a Personality
This was the moment we transformed their identity from being purely functional to something human, engaging and memorable.
- Personality – If this brand were a person, who would they be?
- Brand Voice – Defining how they speak to customers. Are they formal, friendly or expert-led?
- Messaging and Story – Crafting a narrative that resonates with their audience and makes them stand out.
The breakthrough came when we realised their brand was not about booking software. It was about creating seamless experiences that delight customers. That shift changed everything.
From Strategy to Sauna to the Sea
After hours of deep brand work in an office shaped like an igloo, we did what any logical strategist would do. We went straight to the sauna, then plunged into the Baltic Sea.
It was the perfect metaphor for what we do. Stepping outside of comfort zones, taking bold leaps and emerging refreshed and energised.
