23 jul 2025
“Just Make It Pop” and other ways to ruin good design
A few phrases we’ve heard one too many times — and what to say instead.
Sophie Taylor
Lead Designer at Pokota
Let’s be honest — most SaaS branding is just copy-paste minimalism. Soft gradients. Rounded sans-serifs. Abstract logos that could belong to any product. And taglines like “Reimagining the future of [insert category here].” The problem isn’t that these things are bad. The problem is that they don’t say anything. They don’t feel like your product. They don’t feel like anything. Here’s how that happens — and how to avoid it.
Branding by trends, not truths
It’s easy to start with what you’ve seen. You scroll through competitors, make a list of “clean” sites, and pick the best parts. The result? A safe brand. A familiar one. But not a memorable one.
Start with truth, not trends. Who are your actual users? What do they care about? What are they comparing you to? Your brand needs to speak their language — not your industry’s echo chamber.
Messaging that avoids saying anything
“Modern. Scalable. Powerful.” These aren’t differentiators. They’re filler.
Good messaging tells people what you do and why they should care. Great messaging does it without buzzwords. Skip the startup-speak and write like you actually want someone to understand you.
Visual identity ≠ logo and palette
Your brand isn’t just the logo in the top-left. It’s the way your product feels. The tone on your error message. The way your About page reads. A good identity gives you the tools to show up consistently, from pitch decks to product UI to customer onboarding.
Think beyond the homepage. Your brand lives everywhere.
So how do you stand out?
Have a point of view. Be willing to say something real.
Use design to support, not distract.
Build systems that can grow with you.
Show personality where it matters — especially in moments most people ignore.
