Start-ups don’t have it easy. You have to hurdle finance management, business modelling and product development. And even then, there are plenty more challenges to come. One of the biggest tests facing start-ups is gaining a share of the existing market.
This is especially difficult for tech start-ups, who are entering a market that has become heavily saturated over the past decade. But it isn’t impossible, especially if your brand stands out from the crowd. Ready to find out more? Read on for our tips to successfully branding your tech start-up.
— The Logo Creative© ✏ (@thelogocreative) March 15, 2017
Every business needs an identity. Without a brand identity, you will become lost in the sea of competitors – just another tech company. Whether it’s a unique selling point or just a story behind the company, you need something that sets you apart from the crowd.
Identify this and shape your brand around it. Remember that to make your brand effective, you need to be consistent and cohesive. Make sure your unique identity runs through everything you do.
Choose the right colour
Colours aren’t just decorative in business. They shape the way customers see your company. According to Webpage FX, colour increases brand recognition for 80% of customers and – incredibly – 84.7% say colour is the primary reason they buy a product or service.
All colours have their own meaning – blue for calmness or green for growth – but you also need to consider the colours of your industry. Tech companies commonly use greys or even white to look “techy”. Will you adopt the norm or dare to be different?
Look at your competitors
It’s not just your competitors’ colour you need to consider. The way they brand themselves across the board can help you create a list of dos and don’ts. Look at everything they do – from their logo to their social media presence – and consider why they are doing it. Is it important? Or has it simply become a meaningless convention? Retain the important, discard the meaningless.
A solid logo
Your logo is at the heart of your brand. From your social media accounts to your letter heads, it gets everywhere. To make it effective, there are two key aspects you need to consider:
Meaning: Your logo should indicate something about your brand. But at the same time, it’s best to avoid obvious clichés like computer screens and connection symbols.
Simplicity: To make your logo instantly recognisable, keep it simple. Busy logos are overwhelming and hard to remember as well as looking terrible in smaller formats like thumbnails and email signatures.
Make your voice heard
One key aspect of branding that so many companies fail on is their voice. You’ve got a unique, interesting brand, but it isn’t going to be strong if it’s left to rot. An active social media presence will give your business a voice and a personality.
Blogging is essential too, if you want to keep your brand relevant and fresh. Not only does it show customers that you understand your industry, but also that you have thoughts and opinions that differ from the bog-standard tech nerds.
Time to grow
Branding isn’t easy, but it’s definitely worth doing right. Take your time and give your business the best chance to thrive in a highly competitive industry. You will soon find your business going from strength to strength.
Author Bio: Kamran Maqbool is the Managing Director at Green Cloud Hosting – specialists in hosted desktop services.
Also published on Medium.