Why should a high-tech startup invest in branding?

How can you stand out in the crowd when launching your tech?
BRACT Team
June 21, 2022
Why should a high-tech startup invest in branding?

We all know the story of Steve Jobs in his garage building the first Macintosh and being proud to release it to the world. At the time, the revolutionary technology itself seemed like enough to get people’s attention. But nowadays, with actual competition and new startups emerging around the world every day, it can seem trickier. Developing a specific technology takes time and effort and can be especially overwhelming when it comes to marketing. You fear that it will be costly and without ROl. So, what are the real advantages of collaborating with a marketing firm?

Stand out in the crowd, and become unforgettable.

We're not going to tell you that you may have competitors. The tech industry is competitive. It is not a secret. So what is the real difference between startups A and B? Its logo? Its team? Its name? Who knows? But its message and fluid communication are for sure just a couple of the defining factors.

Sometimes tech geniuses are the most talented at creating a revolutionary solution, but when it comes to explaining it in one straightforward sentence, they come up blank. A marketing agency can help you find the right words. Copywriting, though often overlooked, is one of the most vital parts of a company’s development. Any sentence, paragraph, blog post that you post has to be exceptional. We can communicate, in one single sentence, precisely what you’re working on, or have already created, to your grandma, your butcher, and the nice, impressive investor sitting across from you in the meeting room. 

If this feels complicated, it's okay. Writing an advertising message needs skill, practice, references, culture and a specific way of thinking. (This is actually what you're buying.)  

It is imperative to possess the ability to adequately express your value proposition, your solution, and who you are as a company. It's basically a brand strategy. Why is your company the best solution? Why does your specific product help thousands of people? Why should they choose your offer over the other one? By answering these questions, you’ll find that the answers come naturally. We see where we're going and how we should communicate. This leads to creating your brand identity.

Give an authentic identity to your efforts.

Let’s discuss the cherry on top. We express our thinking into a visual identity: logo, color palette, typography, and graphic elements. If your pitch elevator is clear, the execution will be too.

Even though startup branding can be difficult, the work is worthwhile. According to studies, businesses that engage with their clients on an emotional level experience a twofold increase in awareness. You may build your reputation for the future and create those enduring connections with the aid of a brand. You only need to make sure you're ready for the journey ahead.

In the high tech ecosystem, we see many 3D elements and infographics, but let’s challenge ourselves a bit more. Can we get even more creative? Go a little crazy? Should we use a symbol, a mascot? Before choosing any visual expression, we make sure to stay aligned with your target and constantly consider what will appropriately suit their language.

The high-tech industry is competitive. This much we know. You must keep in mind how formidable having your visual identity be linked to your own language can make you become. You will create a brand that is unforgettable, distinct, and more polished. It gives you the strength to defend your ideas and argue why your solution is the best.

First impression matters.

What makes or destroys businesses, attracts investors, and maintains customer engagement is the branding effort that constantly conveys your beliefs, message, and benefits, packed in a multimodal user experience. Our brain operates in this manner. We require prompt solutions. Either we love, hate, or, even worse, do nothing. Your brand's strength will ultimately determine whether you attract clients, investors, and financial backing.

Behavior drives results.

Amazing things occur when you invest in your purposeful brand strategy. It evolves your marketing, communication, and advertising. Not only does it get your customers excited, but it makes your workspace even more productive. It creates attitudes, beliefs behaviors across your creative and strategic team. People notice when companies adapt their behavior to live up to the brand promise. And that's precisely the result you are looking for. 

Invest once.

Investing in a rebranding is very expensive. So, why not get it right the first time. If creating a logo yourself in Adobe Illustrator means having to redo it every six months, you've shot yourself in the foot. You might believe doing it only to get something out there makes sense. Hopefully, the person in charge of your branding will not just pay attention to what's trending at the moment but in creating a brand that will stand the test of time. You want a branding agency to be forward-thinking to foresee potential threats that will put your brand at risk. Sometimes that means going with a more straightforward design that is moldable. It's an art to do this and find the right people to do this for you. If you are unsure where to start choosing the right agency, we have an article to help you out. Click here to read more about it. 

Make them love you.

Did you know that 43% of customers spend more money on brands they feel loyal to. We don't even know how much big companies like Apple have a strong presence in consumers' minds. With every message, piece of advertising, packaging, and service, they seem to have successfully imprinted their brand image and corporate values. They do indeed have top-notch goods. But their long-term dedication to a strategy with a clearly defined business mission, established values, and a company culture that governs all of their market-facing actions ensured their success.

Creating a brand with emotion is what connects you to your customer. Pretend like you are dating them and trying to make them fall in love with you and keep their interest running. That means creating trust, excitement, and loyalty with them. This is done by having your brand, along with all the platforms you choose, be consistent, with various nuances with each platform's unique experience. As a startup just getting started, this process takes time and focus. You can't expect to get it right away. You need to do lots of research and launch campaigns to see what worked and what didn't. Trial and error is your new best friend to find the perfect strategy for you. 

Consider far more recent businesses like Uber or Airbnb. Each of these businesses established a clear vision and purpose (or objective and the path to achieving it), determined their target customers' unmet needs, and ensured that every consumer touchpoint reflected and supported their brand promise and values. From the perspective of brand recognition, the brands developed iconic status in a short period. Consumers also readily understand brand values, which is even more significant. Of course, they also offer excellent services, but their strong brand values have seen them through in times of crisis. 

Give yourself the best chance for success. 

Many startups have a fantastic product or service but lack the proper planning and execution. It's shocking how one out of three startups fail in the first two years. Branding can help you give your product character in its voice. If it truly is a revolutionary product, people deserve to know about it. How often are we shocked to hear about so many life-changing products that we just didn't hear about? Too many. Your message deserves to be heard and recognized. The more you invest in studying your market and consumer through your brand, the more you will get back. For instance, once you know your brand, you’ll know what you need to do to make the most of marketing, and how you should present new products to the world.

Please show them who you are!

When we create a startup, we think about it 24/7. No break, no vacation (even if we should, but that’s for another blog post). Giving an identity to your company is not just simply designing a logo and copywriting; it's an opportunity to talk about yourself as an entrepreneur, as a human being who has struggled, and as a fighter who refused to give up. We always base our design and thinking on your personality because, in the end, what truly makes your company unique is you. We've heard and seen that venture-capitalists invest in potentials and entrepreneurs in their ideas. When you think about a mascot, a symbol, or a brand name, think about yourself. We're not asking you to be self-centered, but this company wouldn't exist without you, so what makes you genuinely different and better than your competitors? Don’t be shy.

When we dig into your story, we usually find a reason other than "I want to make money" or  "I want to be successful." We often discover that the reasons are far more personal. And that’s awesome because it reassures your investor and your consumers that you won't quit tomorrow. Show that you genuinely care, and the emotion will be reciprocated.

Don't hesitate to contact us. We would be more than happy to help shape the new unicorn of tomorrow.