Today’s marketplace is so full of tech brands that it can be difficult for some companies to get noticed. However, having a strong identity is an ideal way to stand out and impress customers. Here are some actionable ways to do that.
1) Show How Your Product Meets Needs
Tech companies specialize in addressing known needs through innovations. When crafting a brand identity for your business, ensure people have no doubts about how your tech product could help them overcome challenges. For example, Square — a company offering tech solutions to help users receive and process payments — currently has a campaign on its website where real business owners discuss how it helped them deal with the difficulties of 2020.
As you come up with phrases for marketing materials, put yourself in the position of your customers. Intuit’s TurboTax homepage reads, “We’ve got you covered. From simple to complex taxes, filing is easy. All with 100% accuracy, guaranteed.” It gives a snapshot of what people can expect by choosing TurboTax software to fill out and submit tax forms.
2) Understand How to Utilize Social Media
Social media profiles may be the first points of contact for potential customers. Many will arrive there before they come across your website. That’s why your company needs to use social media to solidify and advertise its brand identity. Begin by getting to know your customers, including which platforms they use and what kind of information they’ll probably want to see. Explore how you can keep people informed while promoting your brand
The Facebook page for Mira — a brand offering a fertility-tracking gadget and app — provides an excellent example. It features posts answering questions people are likely to have, such as whether they could get pregnant during perimenopause. The content also features stores from users who conceived despite difficulties, plus how people can look after their mental health through the stress of trying for a baby.
3) Establish Memorable Visual Characteristics
Your tech brand’s identity encompasses various things — from your company mission to any celebrities associated with your products. However, it also contains visual attributes. This lets customers instantly identify your brand after recognizing familiar details. It includes things like a logo, font and your choice of colors.
If you ask someone to quickly draw what comes to mind when they think of Microsoft, they’d probably sketch a version of the Windows logo. Similarly, most people associate primary hues with Google’s logo. Visual characteristics are crucial for your brand identity because they cause your company to quickly come to the viewer’s mind, often before they realize it. It’s then more likely that they’ll choose your brand over others in various situations.
4) Stay True to Your Core Values
Your core values are the foundational principles that comprise your company. They may also reflect the characteristics that candidates should have if they want to work there. Carvana — a company that uses tech to redefine how people buy vehicles — created the Carvana Code to publicize its core values. They include treating everyone with respect and creating full transparency during the car-purchasing process.
Once you define your core values, it’s important to uphold them. Otherwise, people may get the impression that you promote ideas that sound great but don’t back them up with actions. Consider addressing these values in marketing materials so people receive frequent reminders and see that you take your identified priorities seriously.
5) Keep Customer Happiness at the Forefront
Statistics show that more than two-thirds of customers wouldn’t care if most brands disappeared. There’s no surefire way to ensure people become loyal enough to your tech brand so they’d notice if your business ceased to exist. However, focusing on keeping your customers happy is an excellent solution. It helps maintain and improve brand perception while conveying that people can look forward to positive experiences with your tech brand.
You might create a database that people can use to get answers to their most-asked questions. A live chat feature is excellent for assisting customers at the precise moments when they need help. A trouble-ticket system works well for keeping track of unresolved versus addressed issues, as well as what interactions a person has had with representatives so far.
6) Show a Commitment to Continuous Improvement
Your brand identity should also emphasize a desire to evolve through the pursuit of ongoing improvement. If your company makes an app, improving might mean that you listen to customer feedback about bugs and release regular updates that fix them. If you sell a connected security camera, you could develop new features that give people more peace of mind.
Improving also means having a willingness to recognize and admit mistakes. For example, a press release about the discovery of a security flaw could include the actionable steps your company will take to fix it and prevent similar issues from happening later. Another option is to create a graphic that breaks down the advantages of the latest features in a software update. Doing that makes the information more accessible to everyday people.
7) Use Convenience to Win People Over
Tech companies develop everything from faster, safer web browsers to sleeker, more capable smart speakers. Despite the vast assortment of available products, convenience is the thread that connects many of the most popular offerings. Drawing attention to user-friendliness and how your product helps people do things with fewer hassles can strengthen your brand identity. This approach lets you use the technology itself to stand out and gain customers.
Apple made “There’s an app for that” an internationally known phrase. It reminded people that no matter what they wanted or needed to do, applications — along with Apple’s App Store and the iPhone and iPad — could help them accomplish it. Consider that tech may intimidate some of your potential customers. You can use things like videos, how-to guides or instructional graphics to emphasize that using your product is easier than they may assume.
Take Proactive and Personalized Approaches When Shaping Brand Identity
Besides considering these seven strategies when building an identity for your tech brand, bear in mind that the factors you bring up will likely vary depending on your audience. Mentioning convenience to an audience of corporate leaders might mean discussing productivity or profitability. A stay-at-home mom using the same product may relate more to information about ease of use or features that save time.
Make proactive decisions by determining what audience segments need and want most. Use that information when addressing them about various aspects of your brand identity. Doing that makes your company seem more approachable and ready to make life easier for people.
Lexie is a digital nomad and graphic designer. If she’s not traveling to various parts of the country, you can find her at the local flea markets or hiking with her goldendoodle. Check out her design blog, DesignRoast.org, and connect with her on Twitter @lexieludesigner.