These are observations drawn from reviewing SaaS creative across launches, product, and sales.
They focus on how creative is interpreted in-market — not how it was intended internally, and not how well it was produced.
They are not audits, fixes, or recommendations.
They are patterns.
What this usually looks like
Creative that aligns teams internally and follows expected category conventions.
What it tends to communicate
The product is understandable — but interchangeable.
Why it blends
Language and structure mirror what buyers already expect to see, leaving no clear reason to choose.
How this is typically understood
“I understand what this does — but it feels like what I’ve already seen.”
What this usually looks like
Creative organised around explaining how the product works, step by step.
What it tends to communicate
Competence and completeness — without conviction.
Why it blends
Buyers understand functionality, but struggle to grasp why this product is meaningfully different.
How this is typically understood
“I get how it works — I’m not sure why it matters.”
What this usually looks like
High-production creative designed to signal credibility and scale.
What it tends to communicate
Seriousness — without specificity.
Why it blends
The story could apply to multiple competitors, so distinction lives in style rather than substance.
How this is typically understood
“This looks impressive — but I’ve seen this story before.”
Teams often continue investing in creative that looks successful — without knowing whether it’s actually expressing their positioning clearly or distinctively.
Recognising these patterns early changes what gets approved, funded, and scaled.
These reviews show how we recognise recurring creative patterns.
They are not a substitute for applied judgement.
If you want a clear, applied verdict on whether your existing SaaS creative is expressing your positioning with clarity and distinctiveness — before you invest further — that’s when the Creative Expression Audit™ becomes relevant.
If this didn't work, you can copy the link below: