With the start of the third year of the COVID-19 global pandemic, the market is ever evolving with new consumer demands arising every day. It is more important than ever for technology firms to rethink their brand strategy in order to stay ahead of the competition.

Technology Branding Strategies

When it comes to branding, there are a few key elements that make the process: research, creativity, and perception.

Market research and data is traditionally used to inform key branding and marketing decisions. Since there are more virtual interactions than face to face interactions these days, technology marketers should carefully research their online presence. Marketers must keep track of how their brands are perceived online in real time instead of using traditional focus groups that take weeks to get results. There are built-in advanced marketing research tools for companies to track customer sentiment and buzz volume in real time on social media. These tools can then be used to personalize marketing to different customer groups.

When it comes to creativity, it is known that the more creative your branding is, the more you will stand out. Your creative elements should be well coordinated and should contain messaging and visuals that carry a cohesive appearance and voice throughout. You can use your market research to inform your creative elements to make sure that they properly target your audience. Your brand messaging should have a signature touch to it that makes you immediately recognizable to consumers and should give your customers a feel for who your company is and what it stands for.

Tech Audiences are Evolving

When branding for a technology company, keep your audience in mind. Depending on what type of service you provide, you will have very specific market demands to cater towards. When it comes to the tech industry, current customers desire the most advanced technology, without stretching their comfort zone. Given the desire for any amount of “normalcy” that can be obtained, the American market that has been previously apprehensive to swift technological advancements is becoming more open to embracing new technology as the rush to adapt to life with COVID continues.

In addition to not wanting to leave their comfort zone, many customers of tech firms are concerned with the availability of products and support from their chosen tech brands. According to Accenture Interactive’s latest Fjord Trends report, the COVID pandemic has caused customers to require tech companies that offer 24/7 quality support that they rely on when it comes to troubleshooting products with new technology. Additionally, with global shortages and supply chain delays, customers are looking for a tech brand that is prepared for shortages with enough stock to support their needs throughout the full lifecycle of their products. Centering your brand in a way which highlights specifically how you combat “hurdles,” shows your customers that you are on top of your game.

Along with the need for more advanced technology that is backed by 24/7 customer support, customers expect to receive immediate service and results with the touch of a button – and you must make sure that your brand is able to compete. The rush to more advanced technology sparked by COVID has caused the tech industry to advance rapidly, and technology companies must make sure that their branding strategies are able to keep up. Highlighting the “perks” of doing business with your company when it comes to timelines and turnaround times helps your brand stand out to those looking for immediate, quality products.

Highlight Your Differences

Having a clear and cohesive understanding of your customers and their needs makes your rebrand strategy easier. Once they are convinced your brand offers the right type of service that they are looking for, they then turn to your products. Customers are more likely to purchase technology when they can give input and customize its uses or features on their own. Tech customers need to be able to trust their technology providers, and trust that they can get satisfactory support with ease. As a technology company, you should make sure that customers are engaged in all aspects of their service, especially the product selection and owning process. Presenting your brand in a way which focuses on the personalization and customization opportunities you offer will give your customers the impression that you are the most advanced, more unique tech company on the market.

The demand for software technology companies to scale is only increasing with time, and to stay ahead of the competition, it is vital to keep your branding strategy up to date. Your brand strategy should keep the uncertainty of today’s world in mind and focus on the overall needs of your customers. If you are unsure where to start, the brand strategy experts at Millennium Agency can help you begin devising your technology company’s brand today.

About Millennium Agency      

Millennium Agency is a national, award-winning boutique branding, messaging and strategy marketing firm for the software technology and manufacturing sectors. A top-led women-owned business, we take your brand and vision seriously and build a strategy that drives brand success. Our expert team unites creative branding, storytelling and data analytics to accelerate your business growth. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business.