If you think that branding strategies for all industries is the same, think again. We work with IT every day, and its quick, dynamic and ever-evolving nature has resulted in an infusion of technology-based branding where there is a “one up” everyone mentality, regardless if there is any direct product or service rivalry. Part of this is due to the high bar that has been set by producers and the necessity for them to maintain it. Coupled with its aggressive ability to churn out results at a significantly accelerated rate, this creates a challenging formula for success as well as market presence.

Newbies to the industry trying to create their own niche may have challenges to reach the high standards that have been set by their predecessors, each one determining if it is possible to match and exceed the abilities of those who came before them or if it is better to seek out a new segment that has less or even no competition. However, even being a lesser known player may prove to be advantageous to their position should others in the higher ranks fail because of poor decisions, technological failures or other circumstances. Hoping to succeed because someone else falls short is a losing strategy though since it precludes your own tech offerings from being anything more than substandard--and loyalty from both customers and other supporters may offset any fallout.

While Web and e-commerce methodologies have supported tremendous changes to business, they have also strengthened branding for companies. More than just smiling faces, snappy catchphrases and enticing logos, these tactics are an investment in market growth and not just a casual business expense.

As an example, how many industries do you know of that reach the broad population, making consumers salivate for their product and wait in lines for days willing to pay top dollar in order to get bragging rights for having the latest version? Fashionable, functional or just a fad, these brands mark us and promote a culture that keeps looking for the latest and greatest in technology.

Tech is Your Brand Too
With few exceptions, technology has become an important part of every kind of business. More readily available and more quantifiable to implement, technology is well-integrated into most enterprises.

Admittedly, customers demand the same things of technology as they do of other industries: lower prices, faster service and better quality (and usually at the same time). However, there is considerably more wiggle room with respect to these restrictions because of our constantly changing needs and desires. There is a degree of ambivalence that comes over clients when they realize that, although they have certain demands, those requirements break down when confronted with the temptation of more features and other aspects.

The rapid advance of technology into our personal lives has changed our behavior and likewise that of competing technology providers. The far-reaching effect of the devices and those companies that spot the globe has made it possible for a true global economy to develop with specialties for customer segments and less focus on nationalistic concerns.

These changes come with challenges, however. When you think about other more “static” businesses and their product lines, you realize that many are still functioning as their corporate ancestors did countless years before. The curse and blessing of technology though is that inventing the “latest and greatest” product is paramount, creating significantly shorter lifecycles and putting additional pressure on research and development communities to produce deliverables in considerably shorter timeframes.

This growth and convergence of some technologies creates situations where many products seem similar--or similar enough--so that many customers don’t really analyze what is available, nor do the proper legwork to make informed decisions. To the under-informed or overworked prospect, one small black box appears indistinguishable from another small black box. When this occurs, it is increasingly important to define strong branding strategies that help differentiate your products from those of your neighbor--particularly on a global scale.

Coupling a company’s brand management strategy with its technology management strategy so that it becomes a seamless operation is important to the success of the product line and likewise the company. Synchronizing these areas so that you build off of each other and combine efforts strengthens the need for product differentiation to another level. The perception of customers then becomes one where your brand symbolizes you and, conversely, you symbolize your brand.

This methodology then reinforces the concept that your company, not just its products, represents something special. Products can change or even be eliminated, but your firm goes on--potentially in different directions. Using products as a springboard to recognition gives you a start when it comes to branding; it is the continued incorporation of their high standards and ideals into your branding strategy and corporate profile that defines how your company stands out in the crowd.

The Tech Brand