We all know
that many companies, especially tech companies and companies with
technology-enabled value propositions, have a hard time getting their branding
right. They have rebrand after rebrand, but their message never seems to hit
home with customers. It seems helpless. After working with hundreds of
companies in this exact situation, I’m confident to say that it isn’t helpless.
They’re just
making one fatal mistake:
These
companies are focusing on the output of branding before adequately
understanding and bonding emotionally with their customers.
Many technology companies see branding as writing the perfect copy, choosing the perfect color scheme, and writing up a perfect competitive sales message. The often treat messaging as branding. They get lost in a sea of bits and bytes and focus on speeds, feeds, throughputs and proprietary technology, never getting to a message that bonds so strongly with customers that they’d feel they were cheating on the brand were they to choose a competitor.
Messages and
marketing might be the output of branding, but branding is one thing:
understanding – and bonding in a deeply emotional way with – your customer. I
spend a lot of my time working with technology companies who categorically
reject the notion that tech companies need to create deep emotional bonds with
their customers. They believe that their tech’s special bells and whistles
should be enough to sustainably differentiate them and give them a competitive
advantage for their entire lifecycle.
That couldn’t
be farther from the truth.
If your
proprietary technology or whizz-bang features that give your tech more of what
I call RASM (reliability, availability, scalability, manageability) are not directly
imitable by a competitor, the high-level
benefits those features provide are. Here’s what I mean. Your solution may
have a feature that enables customers to do more processing faster, helping
them focus on their core jobs. You might even create messages that are centered
on the notion of “doing more with less.” Unfortunately, that’s a baseline
requirement – and promise – of technology in general, right? If you market on
the basis of something that’s a baseline expectation of an entire category of
products (and in the case of technology, an
entire industry) you’re doing it wrong. That would be like marketing ice
cream on the basis of being made of milk and being cold and sweet.
If you are pointing your marketing towards a company or a nameless, faceless customer, you’re doing it wrong. Technology purchase influencers come in many shapes and sizes, not just demographically, but also attitudinally and psychographically. What I mean here is that if you’re a tech company with new, unproven but exciting technology behind it, your ideal customer might be someone who is not just willing to take a risk on new tech but wants to be seen as an innovator in her or his organization. When you know exactly at whom you’re pointing your tech brand, you can start to understand what’s important to them and target not only your brand, but your messages and marketing directly at that person’s values, beliefs and desired achievements.
Finally, take a
look at your company’s website right now. Go ahead and do it. I’ll wait. Take note
of the first words you see on your website’s main headline. If those words are
either “we” or your company’s name, you’re doing it wrong. If you’re talking
from the point of view of “we do this so you can …” or “we make blah, blah and
blah…” you’re doing it wrong. The best technology brands in the world are those
that focus on their customers’ life stories and what they, as individuals, are
looking to achieve in life.
This is a
challenge. There are thousands of ways you can understand your customers, and
many companies are paralyzed by understanding where to start.
From my
experience helping companies understand their customers, there are three core
questions that really get to the root of how the brand and customer interact.
If you can answer these three questions, you’ll be in a much better place to
start your branding process.
1) What does
your brand say about your customers?
The first question for brands to answer is what it says about a person that he or she uses this brand. What does it communicate both to the outside world and to the customer him or herself? This is important because, at its core, this is what a brand is. It’s a statement about the customer, and it’s crucial that, as a business, you know what that statement is. Answering this question requires you to really get inside your customers’ heads and understand what they want to achieve in their lives, how they measure their success in achieving those goals, what they care most deeply about, and, ultimately, how the brand must deliver.
2) What is
the singular thing your brand delivers that customers can’t get from anyone
else?
The second
question to understand is what the singular thing is that a person using this
brand gets from it that they can’t get from any other brand. In other words,
what makes your brand singular and indispensable. What you’ll find, as you dig
into this question, is that most of the answers aren’t tangible. It’s unlikely
that your product has a feature that no competitors can provide. Instead, what
commonly comes up are intangible benefits, like the ways the company makes them
feel or the story it tells them about themselves.
3) How do
you make your customer a hero in the story of his or her own life?
The third
question requires an understanding of how your brand makes the customer a hero
in his or her own life story. Everybody wants to be the hero in his or her own
story. Everybody wants to be the protagonist. Some brands may achieve that in
an obvious way (like a fashion brand making the customer stand out from the
crowd), whereas others might be more subtle (like an IT brand making the
purchasing manager look good in front of their colleagues). No matter what the
case, if you can answer this question, you’ll have loyal customers for life.
At a very high
level, everything we do in branding is about answering those three questions.
Before you do
any copywriting, design, or other branding outputs, take some time to answer
those three questions. If you have trouble getting to the bottom of them, don’t
worry. Ask your customers for help, and keep digging until you really
understand them. With this newfound understanding of who your customers are and
how they want to interact with your brand, you’ll be on the path to defining a
powerful brand strategy.
Deb Gabor is the author of Irrational Loyalty: Building a Brand That Thrives in Turbulent Times. She is the founder of Sol Marketing which has led brand strategy engagements for organizations ranging from international household names like Dell, Microsoft, and NBC Universal, to digital winners like Allrecipes, Cheezburger, HomeAway and RetailMeNot, and dozens of early-stage tech and digital media titans. For more information, please visit www.debgabor.com and connect with Deb on Twitter, @deb_sol.