Getting your tech branding right
Branding is a state of mind, some people have it, some don’t (some of your favourite singers have it (as above), and some really don’t (like Kanye West)). That’s not to say you can’t learn to be a branding guru – quite the opposite in fact. Sometimes coming in with a fresh pair of eyes and without the guidance of the branding theory handbook stuck in your mind you can excel at building a consumer-focussed brand.
I would like to talk about building a seriously tech-focussed brand. Let’s take a step into the shoes of a development company – they have a website – maybe even several, they have a mobile app and a tablet app (probably for Windows Mobile, Android and iOS), they more than likely have developed some web-facing services (such as community websites) and they’ve probably got a plethora of other technological innovations that they’ve built.
To show them all off is easy. You should create one ‘main’ website for your business – you probably already have one (it’s the one that most of your customers visit). Within this site you should create a landing page for each of your solutions, where, in as little text as possible you describe the features, functionality and benefits of the tool you’ve built.
Now – you may be wondering why I’m banging on about this and how it seems to bare no relevance to the title of the post. Well, I’ve seen companies launch multiple products or websites in the past that look completely off-brand. They don’t even look like they’re owned by the same company which destroys brand recognition.
It takes a lot to get a customer on-side with one of your products, but, if they use it, enjoy it and see the benefits of it then you’ve got an open door to go back and sell them one of your other products. By branding the products completely differently, you take away the familiar environment that the customers would expect from another product from your highly esteemed brand.
To get your branding right as a tech business you need to make sure that all of your solutions have a familiar environment – somewhat similar interfaces. This gives the customer immediate confidence to explore your products as they already feel comfortable with the layout.
As part of this, you should make sure that even the smallest things are the same – for example, drop down menu’s on all of the products should behave in the same way and they should look the same. If you have a mega-menu on one product, then use it on all of them!
There is no magic bullet that’s going to make your brand an overnight success, but, by making your customers feel as comfortable as possible in your products, you’re increasing the possibility that they will buy more.
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