“Do tech companies and tech startups require branding since they simply dominate a niche in the market?”
This is one question that gets asked all the time and has even caused debates in various quarters. The truth is that these tech companies are experts in branding, although in a non-traditional manner. Having excellent technology is insufficient. A tech business will struggle to create a lasting impression without branding.
In this article, we will explore 5 steps to build a tech brand like Amazon.
1. Offer Innovative Solutions
Have you ever considered what brands such as Uber, Facebook, Apple, and Amazon have in common? The answer is not far-fetched; all of these companies began by recognizing user-hostile markets and then offered a better solution. Basically, they revolutionized whole sectors by providing creative solutions that were significantly superior in terms of consumer experience. It’s not just about out-tooling competitors; it’s about developing new tools and carving out their own niche.
You can invent a new model of doing business that did not previously exist. For example, like Kickstarter, you may help bring creative initiatives to life by connecting companies with an audience ready to financially support great ideas. Technology provides us with an unrivaled advantage in creating a different reality. People are frequently skeptical of new things, so a great branding strategy may help you overcome consumer doubts, develop trust, and minimize the transitional phase from old to fresh ideas.
2. Have a Story
You must have a story as a business. Storytelling is not a novel branding tactic. However, with the advancement of technology, its significance has grown. Stories elicit genuine human emotions. We aspire for a more inspirational future, and narrative helps us define that vision and demonstrate how technology may contribute to it.
Business storytelling is a powerful communication tool that enables firms to engage with customers. Businesses may offer product information or introduce clients to a brand by presenting a narrative. If you want to reach your consumer, you must first learn how to write an effective story. Stories aid in the formation of memories. They elicit strong emotions and sensations. Most importantly, it persuades customers to act.
Now consider whether you have a story to tell. If you do, that’s great. If you don’t, you should start by thinking about who your audience is or what message you want to convey to them. An excellent place to start is to identify a common issue among your customers. You may fine-tune your narrative by determining who is telling it, what message you want to convey, and what lasting impression you want to leave on your audience.
When developing your brand narrative, remember to keep it simple. Be truthful about your story, and make sure it gives value to your audience.
3. Be Socially Responsible
Another important aspect of technology branding is a commitment to social causes. Tech companies are viewed as change agents not only in the technology domain but also in terms of influencing the way society is built. Millennials are very concerned about social concerns, and they will often only buy from firms that contribute to society as a whole, actively dumping brands that lack a clear brand purpose.
Amazon, for example, is committed to encouraging students from underrepresented communities to learn computer science and, in the future, pursue careers in technology or other in-demand occupations by offering access to high-quality computer science education. Tesla, on the other hand, is developing and manufacturing a completely vertically integrated energy and transportation ecosystem. By doing so, they are able to create low-cost items that work together to increase their impact, resulting in the largest environmental benefit feasible.
What social cause are you addressing with your company? People are more interested in how much you care than how much you know.
4. Create Experiences
How do your consumers interact with your brand? Brands create experiences to connect and interact with their intended audience on a deeper level. Positive brand experiences help individuals relate to brands more effectively. Is it tough for customers to find what they’re looking for on your website? This is where I believe Amazon stands out. Its unique “One-Click Purchase” button removes any hassle from shopping online.
There are several methods to create experiences. You can select colors for your advertisements, site content, and other marketing materials that elicit desirable sentiments in clients at various phases. Logos, branding, store layout, and advertising may all be intended to evoke certain feelings such as trust, enthusiasm, or reliability.
5. Educate Users
Brands create trust and promote loyalty through education. Even when a new competitive technology emerges, firms that place education at the heart of their branding strategy may keep and increase their audience. What fresh information can your users gain from you? Amazon Web Services (AWS), for example, seeks to establish itself as an essential technical substrate of teaching, learning, and administration, promoting its ability to improve ‘virtual education,’ ‘on-demand learning,’ and ‘personalized learning,’ as well as to support ‘digital transformation’ via ‘cloud-powered’ services such as ‘campus automation,’ ‘data analytics platforms,’ and ‘artificial intelligence.’
There are several ways to incorporate education into your branding approach. It does not need to be as robust as Amazon’s AWS. Engaging your readers with informative blogging can go a long way.
Building a tech brand in this highly competitive technological market is difficult. It needs intentional work and commitment. However, in order to grow and achieve long-term success in your digital firm, you must invest in branding
