In 2026, brand strategy for SaaS companies is no longer a layer added at the end of product development — it’s a core growth driver. As features converge and AI accelerates parity, the brands that win are the ones that communicate value clearly, confidently, and with purpose.
At Courts, we’ve seen this first-hand in our work with Grypp, a SaaS platform whose technology was powerful, but whose brand needed to work harder to express its true value in a crowded market.
👉 View the Grypp brand identity case study
Why SaaS brand strategy matters more in 2026
SaaS buyers in 2026 are more informed, more selective, and more sceptical. Product capability is assumed. What differentiates platforms now is clarity, trust, and meaning.
A strong SaaS brand strategy will help you:
- Translate complex technology into a clear, compelling narrative
- Differentiate beyond features and pricing
- Build trust early in the buyer journey
- Support sales, onboarding, and long-term retention
- Create consistency across marketing, product, and customer experience
As we explore in our insight Powerful technology needs a powerful brand, innovation alone isn’t enough. Without a strong brand, even the best technology struggles to cut through.
Grypp: turning complex SaaS technology into a clear brand story
Grypp is a visual customer engagement platform designed to transform contact centre interactions through real-time visual collaboration. It enables organisations to see problems together with customers and guide resolution more effectively.
Despite the strength of the platform, Grypp faced a familiar SaaS challenge: how to communicate a complex, powerful product in a way that was instantly understandable, distinctive, and scalable.
Courts partnered with Grypp to develop a brand strategy and identity rooted in a single, unifying strategic idea: The Grypp Lens.
The Grypp Lens: strategy before identity
Rather than starting with visual style alone, the work focused on defining a clear strategic narrative — one that reflected how Grypp’s technology actually works and the value it delivers.
The Grypp Lens became a way to express:
- Grypp’s positioning in the SaaS landscape
- Its role in helping organisations see, understand, and solve problems
- A shift from feature-led messaging to outcome-led storytelling
This strategic foundation informed everything that followed:
- A sharper brand positioning that differentiated Grypp from competitors
- Clear, confident messaging frameworks for sales and marketing teams
- A visual identity system that behaves like the technology itself — precise, visual, and purposeful
- A scalable brand platform designed to support future product growth
As outlined in Powerful technology needs a powerful brand, Grypp’s brand wasn’t built to decorate the product — it was built to explain it, elevate it, and unlock its commercial potential.
The result is a SaaS brand that communicates with clarity, confidence, and consistency — matching the ambition and capability of the platform behind it.
Core SaaS brand strategy principles for 2026
If you’re building or evolving a SaaS brand in 2026, these principles matter more than ever:
1. Start with a strategic narrative
Before visual identity, define why your SaaS exists and what problem it uniquely solves. Narrative clarity drives everything else.
👉 Read more: Powerful technology needs a powerful brand
2. Position beyond features
Feature lists don’t differentiate in 2026. Clear positioning does. Focus on outcomes, impact, and relevance to real user needs.
3. Build messaging that scales
Your brand strategy should support consistency across sales decks, onboarding, marketing, and product — not just campaigns.
4. Design identity to behave like your product
Great SaaS brands feel intuitive, purposeful, and human — just like the best software experiences.
5. Align brand promise with customer reality
Trust is built when what you say aligns with what users experience. Brand strategy must reflect product truth.
Brand strategy as a SaaS growth lever
In 2026, the most successful SaaS companies treat brand strategy as a business system, not a creative output. It informs how teams talk, sell, design, and build — and how customers understand and trust the product.
Grypp’s journey shows how strategic clarity can turn powerful technology into a brand that cuts through, scales confidently, and supports long-term growth.
If your SaaS platform is strong but your brand isn’t doing it justice, the opportunity isn’t cosmetic — it’s strategic.
