Maximize That MVP: 5 Ways Digital Agencies Can Deliver More
For most digital agencies, building the client’s Minimum Viable Product (MVP) is the first big hurdle. Get it built. Get it out there. Get feedback. Iterate. Wash. Rinse. Repeat. There’s so much value put on not wasting time, money, and effort that it leaves little opportunity to think about the big picture — the brand.
More often than not, branding is considered to be an afterthought in product development. Build it. Stick a logo on it. Pick colors and fonts that match. Boom. Done. The problem with this approach is that it leaves the entire spectrum of human emotion out of the process. Consumer decisions are not based solely on how well the product is built. I’m not saying a great product isn’t important or isn’t the most important part of the equation, I’m saying that it’s not enough.
If you want to increase your client’s chances of putting out a product that is loved — not just used — you have to put a greater focus on brand.
If this is an area your agency doesn’t delve into, here are 5 suggestions to get you going in the right direction.
1. Consider approachability
First let’s get the obvious out of the way. Since SaaS is, after all, a service, you have to consider the question, “How approachable does the client appear to be?” I’m not talking about pleasing color palettes or easy-to-read fonts — though these are important. I’m talking about a “friendliness” to the brand. How does it speak to people? Does it talk at them or with them? How engaging are the visual elements? Does it put people at ease? Does it delight them? If the answer is no, keep reading.
2. Consider the customer’s lifestyle and values
Does the client have a company philosophy that aligns the product you’re building with user values? And is it clear to the user? To make the product indispensable, you have to speak to the effect the product can have on their lives, not just the tasks they use it for. Emotional impact is what the brand should be speaking to.
3. Consider that it’s not about you
The brand experience is not limited to the use of the product. It starts way before they even get a demo. The sales site is as important as the product for communicating the brand experience. And consistency between the two is key for delivering on brand promise. If you don’t offer a compelling brand through the sales site, they may never see the product you’re building.
4. Consider the playing field
Not focusing on branding up front puts your client in the position of playing catch up. The great thing about SaaS is also its biggest challenge. There’s a low barrier to entry which means the market can flood quickly. Even with a radical disruptive idea, it’s not long before more companies like your client can pop up. Focusing on branding early allows your client to stake a claim on a brand position. Thereby making them the proverbial Joneses in more ways than one.
5. Consider that two heads are better than one
The good news is you don’t have to suddenly be an expert in branding, too. You can partner with another team — say, one that has experience branding SaaS* — and learn how to integrate this process early on. Understanding the connection between brand experience and product experience makes both stronger. And you shouldn’t worry about being stuck with branding that doesn’t work for your product. A good branding team will want to work through the process with you, not just hand you some logo files and a standards guide that doesn’t consider implementation.
Whether your client is truly first-to-market or struggling to compete in an oversaturated one, it’s not too late to incorporate better branding. Make your client’s product part of a series of meaningful brand experiences to deliver the best work possible and expand your service offering in the process.
*If you’re looking for an agency that can help create that engaging, cohesive branded experience between product and sales, our team—Works Progress Design—would love to talk to you.
