If you're looking for a one-stop resource that answers all your questions about tech company branding, you need to read this post to the very end.
Let’s start with the basics.
Why Is Branding For Tech Companies Important?
For starters, branding allows you to tell your potential customers a story.
It's not just your company's logo, colors, or the products you sell. It's a combination of all these things and more.
More specifically, branding is the customer experience you provide. It is the philosophy your technology company embraces and the culture it adheres to. Long story short, a brand is the feeling that the mention of your business evokes in customers. It is what makes your company unique.
When it comes to tech companies, branding is no different. You should position your company so that any potential customer knows what you do and the services/products you sell instantly.
That said, here's why branding is essential for technology firms:
- Branding gives your business authenticity. And 86 percent of customers say authenticity is critical when deciding what brands they like.
- People buy from brands they trust. 81 percent of customers say they need to trust a business to buy its products/services.
- The first impression is crucial – it takes about 50 milliseconds for visitors to form an opinion about your website and, by extension, your brand.
With that out of the way, here are some strategies you can follow to brand your technology business.
1. Humanize Your Brand
Sure, the tech business is all about technology and expertise. Still, it also involves customer experience and the ability to communicate clearly to current and potential customers.
In essence, this means that you must bring in the “human factor” as a way of giving your brand a "personality" because, when it's all said and done, that's what makes people buy from you.
Humanizing your tech business implies finding a purpose and marketing that message to your potential customers and current clients.
The best way to do this is to identify your target market's unique pain points and creating a solution that solves these problems.
The thing is, to understand your customers' needs and problems, you can start to create a specific story and blend it with your marketing message. The idea is to make your prospects and customers believe your product or services can solve their problems.
One of the best ways to bring in the human factor to your tech business is to tell your customers and potential clients who you are on your "about us page."
Technology branding examples of successful companies that have perfected the art of brand humanizing is Drift.
Look at how this SaaS company uses phrases such as "personalized connections" to give their business a personality.
While they sell software that isn't "very human," the company uses stories customers can believe to market and appeal to people.
The business does this while addressing its customer's internal and external software problems.
2. Understand Your Prospects
You cannot brand your IT business if you don't know who your ideal customer is.
The best way to define your target market is to consider their demographics, what they think of your brand currently, and how you will draw them to your services or products.
Identifying your prospects enables you to collect enough data and, by extension, allows you to solidify your message and choose a branding strategy that will appeal to your target audience.
The point we're making here is that successful tech branding starts with creating a meaningful connection with your prospects. The process involves nurturing meaningful relationships with your brand and audience.
Examine your company's values, products, and services to understand better who you are and the different customers your brand may appeal to.
On top of that, be sure to conduct a competitive analysis of your competitors. That way, you can uncover potential opportunities and threats.
3. Create Appropriate Content
This is a big one.
In an industry as competitive as the technology industry, you need to make substantial investments in creating a robust content marketing campaign.
When done correctly, content marketing can deliver resounding success and boost your branding efforts.
As one of the most effective strategies to grow audience engagement, develop your brand's presence, generate leads, and drive sales, content marketing is an essential branding tool for tech businesses.
Content marketing is crucial because it answers your prospect's questions and can go a long way in building trust with your audience.
Even so, it would be best if you created relevant content to achieve your goals. So before you generate content for your IT business, you'll want to consider a few things, including:
- The type of content that works best for your business. Are you better off with infographics, video, reports, long-form blog posts, or white papers?
- Your content's voice. What will be your formality levels? Will you address potential customers directly, or will you be more subtle? What tone will you use?
- Promotional channels. Will you post organic content on Facebook? Will send content to your email subscribers. Will you build a LinkedIn community?
- The purpose of your content. Will you create content that positions your brand as a thought leader? Will you sell something, or will you generate content that allows you to collect emails?
As a technology branding agency that has worked with many tech companies, we can authoritatively that is visual content outperforms any other form of content when it comes to branding.
According to a HubSpot report, people process and remember visuals faster than text. Besides, visual content such as infographics is three times more likely to be shared on social media than other forms of content.
The point is, visuals make up a significant part of what your prospects and customers remember about your tech brand. Still, it would help if you ensured that your visuals are related to your brand's overall core values and theme.
Note: It would be best if you create consistent visual content. This way, potential customers and current clients can identify your brand with specific images later when they come across similar images.
IBM one of the best digital branding examples tech companies can emulate. With over three million followers on LinkedIn alone, IBM was named one of the most influential tech brands.
The company uses exciting and engaging visuals to boost its social media marketing efforts. This visual content allows them to tell their story to prospects while establishing their brand identity.
Sure, you can create content that helps put your brand on the map on your own.
However, if you're a startup tech company so simply don't have the time to generate content, you can team up with an IT branding agency such as Growth Generators to help get your campaign off the ground.
4. Engage your Prospects and Customers
Whether you're a FinTech company or a SaaS provider, a significant part of position your IT business involves getting your customers and prospects to talk about your brand.
In essence, this means that you must keep the conversation going by developing a solid online presence that allows you to talk about the things your brand cares about.
Reward your customer base as a way to converting them into brand loyalists. On top of that, interact with potential clients and customers in person and through email, phone, or social media. That way, you can maintain and increase engagement, enabling you to build a strong brand.
Look at Google, for instance. The tech giant continuously engages customers on social media platforms such as Twitter and Instagram. They offer timely responses to customer complaints on Twitter. Further, the company uploads meaningful images on Instagram to keep people talking.
In line with maintaining steady business growth, you'll want to analyze people that visit your website. What's their primary purpose? Did they land on your site because they clicked on a link on free content, or were they looking for a solution to their problem?
See, when you understand why prospects land on your site, you can determine how to meet their expectations.
Remember, you can lose or nurture engagement on your website. And, given that 95 percent of your site's visitors will not return, you need to make the most out of your traffic.
You can hire an inbound marketing agency to help you engage prospects from the time they land on your website or see your social media post when they make their first purchase and beyond.
Meanwhile, here are some strategies you can use to meet your prospect's expectations when they land on your website.
- Ensure that your landing page explains what you do in a glance.
- Ensure that your website is easy to navigate.
- Provide services that are useful to your visitors.
- Upload content that engages prospects and, most importantly, connects them to your brand.
One more thing - be sure to keep up with tech trends such as artificial intelligence and determine how you can weave them into your technology brand strategy.
The Bottom Line
Tech company branding is a long-term strategy that requires patience and, most importantly, doing the right thing consistently.
With the branding tips above, you should set out on a journey to brand your IT business and establish a strong presence. Of course, you can tweak the tactics as you continue to understand your prospects and competition.
Do you Need Help With Tech Company Branding?
Growth Generators can help create, develop and implement a branding strategy that'll put your business on the map.
Get in touch with us today to book a free consultation session with one of our tech company branding experts.
July 13, 2021
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