“A brand that captures your mind gains behavior and a brand that captures your heart gains commitment”, according to the brand strategist Scott Talgo. This definitely holds true for developing brands across different industries. In the tech industry, branding has been a hot topic lately with tech companies dominating the top brand charts – think of Google, Apple, Facebook or Amazon among a few.
Having a strong brand means you’ve differentiated yourself from your competitors and you’re easily recognized amongst the plethora of tech products in circulation. This translates into greater trust, more loyalty, and better conversion rates. Here are some tips for building a strong tech brand:
1. Focus on actions and experiences.
Technology brands are tied to product experience more so than any other sector. What tech brands aren’t built from are ads. A tech brand is a product of how people experience your product and the emotion it evokes when they use your product.
Unlike consumer goods, tech brands need to spend utilize most of their brand experience creating immersive and rich product experiences. Advertisements or content explaining what you are to your consumers isn’t going to get the same outcome in tech branding as it does for consumer products. People don’t think iPhones have a good user interface because an ad by Apple told them so, but because after using an iPhone, people have found them to be intuitive.
2. Find ways to set yourself apart
Building a brand also involves being a bit different than everyone else. This means if you want to stand out in the tech industry, make your product have something extra that will make you more appealing and recognizable to your audience. Create brand experiences that result in unique and delightful experiences for customers that don’t align with the rest of the industry.
Make sure what makes you different is still true to your brand’s values to create authentic experiences for your customers. Amazon’s generous refund policy and the Apple store experience are just a couple of examples of how tech industry leaders were able to prosper in the face of competition.
3. Create emotionally engaging content
Content still plays a role in the tech product industry, especially when one is right. Create content (blogs, videos, infographics, social media posts) that engages audiences emotionally. Know your product well and find out what it provides to your consumer and what emotions it evokes. The best way to build a strong brand is to stay true to these emotions. For instance, if your product evokes laughter or if your product makes life more convenient, then make sure your content evokes similar emotions.
To be a successful tech brand, your company should be excited about its products and what they offer. This usually translates into a positive product experience, in addition to enhanced PR materials. Building a strong and sustainable brand requires a long-term investment so there’s time for your brand to grow and develop.
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