Q: What are the building blocks of effective tech branding?

Posted by on Jun 1, 2016 in Branding, from Q to A | Comments Off on Q: What are the building blocks of effective tech branding?

Q: What are the building blocks of effective tech branding?

A: Tech companies often speak more about product functionality than brand promise. They make this mistake because they prioritize what can be quantitatively measured over the human experience. However even with technology, human experience is at the core. Effective branding creates deep interest and loyalty among consumers, and that happens when a tech company’s brand is perfectly aligned with the user’s experience of their products or solutions.

Here are the basics any company, especially a tech company, should consider when building an effective brand strategy:

  • Audience: Who is your target customer? Talk to them.
  • Value: How does your customer benefit when using your product or service? Start there.
  • Message: Do you have a clear, compelling story? Tell it.

To be successful, tech companies must harness emotion and tell human stories. How does your product help a CEO stand out in his or her industry? How are your customers using the free time your product efficiencies enabled? How are lives changed because of what you offer? Tell these stories and the customers will follow.

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