Competing on functional tech benefits opens you up to the competition. Building a brand people love makes the competition envy you. Here’s how to do it.
As a tech brand, the temptation to build your entire brand and messaging around functional tech benefits makes sense. Your product is faster, newer, and does make things even easier. But guess what? That’s exactly what the other brands say. Competing on functional tech benefits opens you up to the competition but building a brand people love makes the competition envy you.
Whether your company is just getting started, or you are doing a rebranding exercise, securing your place in the market requires you to take a strategic approach so that the right people can’t help but notice you. The only way to make a name for yourself is by taking a thoughtful approach every step of the way, from brand creation down to the launch campaign.
Without a solid foundation that connects the brand to your customers in a meaningful way, your launch will get lost in a sea of competing brands that all communicate very similar things both visually and verbally.
So how do you stand out? How do you develop a brand that resonates with your target audience? And how do you make sure the right people know about your launch?
Getting it right is a massive task and may seem overwhelming, but let’s break it down into several manageable steps to make your brand launch all but a guaranteed success.
Taking stock of what we know now
We usually start the brand creation process with a client by conducting brand research. The goal at this point is to find out what the current ideas are around the brand’s vision and mission, target audience, value proposition, intended perception, design preferences and who the main competitors are. We then take that information and dig a little deeper to uncover new insights and information that will help us flesh out some initial strategic and creative ideas.
For example, taking a closer look at the competition in terms of positioning helps us identify gaps in the market where your brand will stand out easier. Through brand research, we translate customer insights into personas that reflect different aspects and segments of your target audience. This helps understanding who your audience is and making sure all the activities in the next steps resonate with the right people.
Creating your brand strategy & identity
Now that we know the context in which your brand operates, it’s time to bring it to life.
Creating a comprehensive brand strategy involves many different aspects that all come together to form a single unique brand experience. This includes the way you sound by defining your tone of voice, what you say in terms of core messaging, why you exist as defined by your vision and mission statement, and what emotions you evoke through distinctive personality traits.
That is one half of what makes your brand. The other half is the visual identity. Especially in the tech space where most brand interactions take place online, a brand identity that is instantly recognisable and different from the others is critical to getting your name out there and making it stick.
But it’s not just about picking an off-beat colours scheme. A brand’s visual identity also consists of typography systems, the way colour is used, what type of imagery people see, packaging design, UX/UI elements and of course logo designs. Each of these must communicate the same thing to create a brand experience that is both comprehensive and consistent.
Altogether, this is what makes your brand special. By creating remarkable and distinctive brand identities, we put your brand under the spotlight it deserves and get it ready to make a big splash for the official launch.
Giving your brand a home with a stunning website
Before we get to the launch campaign, we need to give your brand a home with a stunning new website. This is where your brand showcases itself to the fullest extent using both captivating visuals and engaging copy that guides customers to the next step in their journey.
Every time a customer interacts with your brand, they are somewhere in the conversion funnel between the first impression and the final conversion. Taking a strategic approach to web development means taking that into account as you structure the website in terms of which specific pages you create, which take priority in the navigation bar and how the information flows on each of those pages. You want the customer to explore your brand with ease and guide their experience to maximise conversion rates.
And of course, the website is the main destination for your launch campaign.
Launching your brand
When it comes to launching your brand, many companies will do a combination of social media marketing publishing content on the blog, sending out newsletter announcements, putting money on paid ads and so on. There is nothing wrong with these tools, but without a strategy you are leaving a lot of potential on the table and you have no way to identify opportunities for improving your marketing while it is still ongoing.
The first most important thing you need to do is to set clearly defines goals. Marketing goals need to be Specific, Measurable, Attainable, Relevant and Time-bound – orSMART. This makes the difference between a broad launch campaign goal like “get traffic and customers” and a goal you can actually work with like “5000 new customers in 6 weeks”.
Then you need to work on the creative collateral. In terms of messaging and design, it needs to communicate what your brand is about and what you are introducing to the market in a way that generates interest from your target audience. Especially for a launch campaign, building up some tension with teasing bits of information goes a long way in building up momentum.
Lastly, while there are practically infinite digital marketing channels you could use, only a small selection will apply to your audience and the goals you have set for your launch campaign. In the B2B space, you will likely find most value in building up a profile on LinkedIn whereas a consumer tech brand would be better off connecting to people on Instagram orTwitter for example.
The job is not over yet
Your brand is packed and ready, the website is up, and the launch campaign is in full effect. But that doesn’t mean it’s time to put your feet up. As more and more people start to interact with your brand, valuable information needs to be captured in order to maximise the full potential of both your brand and campaign. Are enough people engaging with your campaign content? How do people respond to your website? Are you on track to meeting your conversion goals? What, even if it’s the smallest change, can you do to multiply the results?
Yes, launching your brand is a lot of work. No, you don’t have to do it alone. We are here to help you get the most out of your business and build a brand that people love…and your competitors envy. Get in touch to find out how we can help you.