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Tech corporations took a hit in the early years of the coronavirus pandemic as corporations struggled to adapt to distant and hybrid work. But over the past few years, the industry faced challenges including layoffs and global macroeconomic uncertainties. While the sector appears to be recovering in 2024, having a strong brand is still essential to standing out from the competition.
Use this guide to build a brand that can future-proof your technology company.
The Importance of Branding in the Technology Industry
Too often, branding is reduced to the visual appearance of a company. However, building a successful brand requires greater than just developing a logo and a slogan. These elements are a part of successful branding, but a strong brand gives meaning to organize in the recipient’s mind.
Branding creates a company identity in the minds of potential customers, helping to differentiate the company and its products from the competition through an emotional connection. Think of Apple, for example: Over the past few many years, the company has built a status for innovation and quality, creating incredibly loyal customers in the process.
Strong brands encourage loyalty and trust, which leads to repeat business and word-of-mouth referrals. Building these connections takes time, although brand teams can encourage these connections through loyalty programs.
Leading brand strategists understand their competitors’ branding strategies, in addition to their very own, and use their insights to differentiate their brands. If you’re a tech startup, for example, you may look at other startups and analyze how they stack up against the industry giants.
Defining brand identity
Defining a brand identity starts with establishing a clear, compelling value proposition that communicates what sets your technology brand apart from the rest. Zoom, the video conferencing software, stood out in this regard at the starting of the pandemic. Brands solved customer pain points by focusing on being user-friendly and reliable in a time of great uncertainty.
Define your brand’s core values and create a mission statement that aligns with your organization’s goals and resonates with your target market. For modern tech brands, functionality isn’t enough. Highlighting transparency and social responsibility is just as vital.
Once you have your value proposition, brand values, and mission, you may start to create the visual and verbal elements of your brand identity. Logos, color schemes, typography, and imagery are all a part of it. Once you’ve made your decision, use these elements consistently to increase brand recognition across all channels.
Building brand awareness
Content marketing is one of the most influential strategies tech brands can use to establish themselves as thought leaders in their industry. Customer relationship management platform Hubspot is a great example of a brand that built awareness through content marketing, using blogs, case studies, and other types of content. The team shared invaluable insights that helped connect with and engage their audiences.
Social media posts and influencer collaborations are two other options that can assist you build brand awareness. Both strengthen your branding and allow you to build relationships with industry experts who can maximize your brand’s reach and increase your credibility.
Work with tech journalists and media to share your brand story and secure coverage of milestones, product launches, and innovations. Compelling press releases and pitches are often the first step in building media relationships and keeping your brand and founders in the highlight.
Creating a brand experience
Building a strong and resilient technology brand wouldn’t be possible without creating a user-centric experience. For your product and brand to succeed, customers should enjoy a seamless, intuitive user experience (UX) across all touchpoints. Customer feedback will assist you improve the UX of your product and brand.
Foster a sense of community among your users through social media groups, events, and online forums. Brands like WordPress have long encouraged users to share insights and knowledge through user-generated content and code. Testimonials and reviews are also powerful for building trust and brand loyalty.
Exceptional customer support is the anchor of a great brand experience. Your commitment to customer support should be reflected in every interaction, from pre-sales inquiries to post-sales support. Your team must understand that every customer support interaction is a branding opportunity that may increase customer satisfaction and assist you stand out from the competition.
Brand Performance Measurement and Iteration
Building a strong tech brand is inconceivable without monitoring brand performance and adapting your approach. Identify your most vital KPIs to measure brand health, reminiscent of brand awareness, customer loyalty, and market share. Analytics tools like tracking surveys and social listening will assist you assess brand visibility and sentiment.
Don’t be afraid to ask for feedback from your customers through surveys, focus groups, and online reviews to understand their perceptions of your brand. Proactively asking for feedback makes it easier to discover areas for improvement and opportunities to strengthen your brand.
Branding strategies aren’t static. While consistency in brand voice, look, and other aspects is vital, leading brands consistently iterate on their strategy. To build a successful technology brand, your team should be prepared to refine and adapt your brand strategy based on market trends, competitive pressures, and changing customer needs.
In most cases, changing logos and brand visuals are the most visible evidence of a shift in technology branding strategy. But brand iteration can go further. For example, IBM transformed from a hardware brand to a cloud and artificial intelligence (AI) brand.
Strong tech brands stand out in a competitive marketplace and lay the foundation for a successful future. By following the strategies in this guide, you’ll be well-positioned to build a solid brand that connects with customers for the long run. Branding is an ongoing process that requires a deep understanding of your audience, ongoing engagement, and adaptation. With a clear brand identity, effective communication, and a commitment to delivering exceptional experiences, your tech brand can achieve lasting success and recognition.