Practical Branding Strategies For Tech Startups

The rapid rise in competition has hit the tech industry harder than other sectors. Oddly, in spite of that, many technology firms still view branding as a luxury, especially those just starting out operations.

The change was indicated in the global Strategic branding within High Technology firms study by Socratic Technologies and Nelson branding. The study highlighted that the number of firms implementing branding strategies dropped over a decade since 1998, a period of fast growth for the technology industry. The focus away from branding was most evident in small and medium-size tech companies.

While mature firms in the industry strike a balance as they clearly acknowledge the competitive advantages of undertaking branding initiatives (several of the world’s best brands are tech brands, including Apple, Microsoft, Intel and IBM), tech startups often forego or dilute branding in favor of new feature product sets, improved price-performance, increased flexibility and tactical evolution.

This short-term vision, however, results in a marketing emphasis, which in turns renders the marketing message obsolete as technology continually advances at a rapid pace. Startups need to recognize that competitive advantages based on speed gives short-term returns and the need to balance product messaging with branding initiatives builds a sustainable and long term advantage.

So how can you get started on branding, without spending a fortune? Here are some strategies that will augment your efforts of building a long-lasting impression for your product and company, as well as marketing your unique idea:

Establish a voice

Done the right way, the voice of a brand allows a company to convey its values and qualities through the tone it uses. A brand like Google has established a voice that is simple and straightforward, and to some extent irreverent: do no evil is referenced as the mantra of its founders.

When the voice of a brand is consistent, it allows customers another means of recognizing the company and being reassured of expectations. Even the writing you use every day – in briefs, reports, memos and emails – plays an important role in establishing the voice of your brand; all the internal and external communications of your startup must behave in line with the company’s image to establish a unique branding voice that the customer adapts to.

Take advantage of physical branding

The most successful tech companies in the world rely on physical branding strategies to establish a relationship with their customers. Apple’s iPad box packaging is a prime example that is true to the company’s brand. The packaging cover includes a life-size photo of the product inside: no sell. Since the product image is exactly what comes out of the box, it’s the perfect branding message.

Startups can also utilize custom boxes packaging to create a unique branding message. Custom shipping boxes can be customized with different logos, artwork, messaging and designs, and companies can get the printing done based on their budgets.

Keep standards tangible

Follow a full set of guidelines when integrating branding into your company mix – including templates for your promotional material and strict guidelines to ensure a consistent feel and look. This is what Samsung does, creates a consistent outlook for its products in brick and mortars as well as online stores.

Consistency is important to get the brand recognized regardless of the channel its products and services are being sold through. Make sure everyone in your organization adheres to the consistency guidelines. Repeated inconsistency in voice, commitment, or colors may negate branding efforts.

Image Source: 360 Degrees Branding Concept

Published by Nishitha

I am done with my Physiotherapy Graduation. And I always try to share Health and technology tips with people. Apart from Physiotherapy and being a tech savvy, I do explore more on Technology side and I keep sharing my findings with wider audience.

Join the Conversation

1 Comment

  1. Wonderful information by you sravan kumar


    Did you know that you can use the internet
    and create a life of achievements, accomplishments, financial freedom and

    There are EIGHT different ways of making
    money online and here’s a summary of those options:


    the FREE SEMINAR on SUNDAY, the 10th AUGUST at the following venues:

    9.30am to 12.30pm: FAPCCI Building,
    RayalaseemaRuchulu Lane, LAKADIKAPOOL, Hyderabad

    2.00pm to 5.00pm: BABU JAGJIVAN RAM (BJR)
    Building, Kothapet, DILSUKHNAGAR, Hyderabad

    5.30pm to 8.30pm: HARIHARA KALABHAVAN,

    For more details, Call Mr. PAVAN: 7680 990 163

Leave a comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Thank you for sharing the article across social media. You can follow us in these paltforms to receive latest updates from WittySparks.

Send this to a friend