Mastering Brand Positioning Strategy: Applying Seth Godin’s Grid to Elevate Your SaaS Company

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Let’s be honest: “brand positioning” sounds like something a yoga instructor might whisper just before telling you to plank for ninety seconds. But in the SaaS world, it’s less about downward dogs and more about avoiding a marketing identity crisis where your platform is mistaken for a password manager when it’s really a CRM.

In this delightfully confusing ecosystem of SaaS acronyms, VC buzzwords, and an existential reliance on recurring revenue, brand positioning isn’t just important—it’s survival.

What Is Brand Positioning? (And Why Your SaaS Startup Should Care)

Brand positioning is the strategic art of planting your flag in the overcrowded digital landscape and shouting (gently), “We are not like the others.”

It’s the difference between:

  • “That platform that does something with workflows… maybe?”

and

  • “Oh, that’s the AI-powered analytics tool for non-profits with real-time visualization and a founder who looks like he codes barefoot.”

Why It Matters:

  • Differentiation: Without it, you’re just another app with a blue and white homepage.

  • Perception Management: You’re not the best because you say so; you’re the best because people believe it.

  • Customer Loyalty: No one wants to get emotionally attached to a SaaS platform that doesn’t know what it wants to be.

The Unique Purgatory of SaaS Brand Positioning

Positioning a software business is like trying to sell a cloud to someone while convincing them it won’t evaporate tomorrow.

Three Specific Pains:

  1. Intangibility: You can’t smell, taste, or touch SaaS. (And thank God for that.)

  2. Speed of Change: That brilliant positioning statement you printed on mugs last month? Already obsolete.

  3. Subscription Anxiety: It’s not just about attracting users—it’s about convincing them not to cancel during a Q2 existential crisis.

Seth Godin’s Positioning Grid: Finally, a Framework That Feels Like a Framework

Seth Godin, marketing oracle and sweater enthusiast, gives us a grid for understanding brand positioning that actually makes sense.

It breaks down into:

  • Who it’s for

  • What it’s for

  • How it’s different

And then the magic four quadrants:

  • Market

  • Category

  • Tribe

  • Story

It’s like a sorting hat for brands, but with less risk of ending up in Slytherin.

Breaking Down the Grid (Without Breaking Your Brain)

1. Market: Know Your Turf

You can’t position yourself if you don’t know where you’re standing.

  • Are you in HR tech?

  • Healthcare compliance?

  • Dating apps for dog owners who love spreadsheets?

Pick your field. Water it.

2. Category: What Are You Actually Selling?

Are you a:

  • Project Management Tool?

  • Collaboration Platform?

  • Data-Driven Everything-as-a-Service?

This is your shorthand. Nail it.

3. Tribe: Who’s Cheering You On?

You want more than customers. You want a fan club.

  • Build community

  • Encourage engagement

  • Let them name product features (unless they vote to call it “Sassy the SaaSbot”)

4. Story: Make Them Feel Something (Preferably Not Bored)

Your narrative isn’t “we make software.”

Try:

  • “We help solo marketers outpace entire teams.”

  • “We turned compliance into a competitive advantage.”

Make it personal. Make it punchy.

Real SaaS Brand Positioning Examples (aka, They Did It and Didn’t Die)

Slack:

Category: Team Communication

Tribe: Startups, developers, people who hate email

Story: Work conversations should be as easy as texting your best friend

HubSpot:

Category: Inbound Marketing Platform

Tribe: SMBs who can’t afford a giant marketing team

Story: Marketing shouldn’t feel like interrupting someone’s dinner

Zoom:

Category: Video Conferencing

Tribe: Everyone with a webcam and at least one relative over 50

Story: Distance shouldn’t mean disconnection

Your SaaS Brand Positioning Strategy: A Not-at-All Exhausting Checklist

  1. Define your market and category.

  2. Identify your tribe.

  3. Craft your story.

  4. Apply it consistently: website, emails, sales decks, tattoos.

  5. Use Seth Godin’s grid like a map—check where you are and where you’re wandering.

In Conclusion: Brand Positioning Is a Game of Intentional Delusion

You’re crafting a perception, not documenting facts. You’re orchestrating a brand identity that says, “Trust us. We’re not like the other software tools that ghosted you after onboarding.”

Brand positioning isn’t optional. It’s not a sidebar in your marketing plan. It is the plan. And once you get it right, your SaaS company will do more than survive. It’ll finally feel like it belongs in the room—with or without the Patagonia vests.

Need help positioning your brand like the charmingly unhinged visionary you are? Schedule a consultation with Insivia—we help SaaS companies figure out what makes them irresistible (besides free trials).

Andy Halko, Author

Written by: Andy Halko, CEO & Founder

I started Insivia in 2002 and for over 22 years I have had the chance to work directly with hundreds of companies and founders to redefine or reinvent their businesses.