The defining nature of the technology industry means it’s constantly changing. With new innovations and ways to connect, it can sometimes seem like the next big thing is only moments away from being introduced into the world.
In an industry that’s so dynamic, it’s more important than ever for technology services firms to maintain a sense of consistency with clients and prospects. This means understanding their needs in the moment and how they’re currently buying technology services, while also keeping up with the changing environment and remaining flexible to how buyers may change in the future.
One of the best ways to achieve this consistency and authority in the technology industry is by building a cohesive and recognizable brand. Before we get into the specifics of how to develop that type of brand, here are a few things to keep in mind:
1. Relationships are between people, not businesses. Think of your relationships with clients as between you and them—not them and your firm.
2. Knowing the mindset of buyers allows you to be a better marketer. Understand that your readers aren’t faceless data points. They are people looking for information they need to do their jobs. Write to them as you would talk to them.
3. Content is still king, but it’s important to know what you’re up against. Most users consume content when they’re at home or taking a break from the workday, which means you’re competing for their attention.
4. Having a human connection with your users is beneficial. If your content is coming from a strictly professional standpoint, you’re cutting your brand short.
5. As technology rapidly and constantly changes, the connections you foster and maintain over time can become a constant.
With those parameters in mind, let’s talk about brand building.
3 Ways Technology Services Firms Can Build a Cohesive Brand
One of the biggest challenges for technology services firms is ensuring the continued loyalty of clients in this atmosphere of constant change. This requires simplifying your brand message so buyers understand the complexity of your services without unnecessary details.
However, remember that there’s a distinct difference between “simplifying” and “dumbing down.” You want to avoid over-simplification so your buyers don’t feel talked down to or patronized. Your brand should inspire trust and reinforce your expertise so your buyers feel confident you can solve their problems.
Your technology services firm’s brand needs to deliver two type of returns for your buyers: a return on their investment and a return on their emotions.
In order for your technology services firm to deliver a positive return on investment, you need to deliver on the promised results. However, before target clients will take the leap to invest, they need to feel confident that your brand will meet their expectations. Unfortunately, this confidence can become harder to instill as technology gets more complex and interconnected.
That’s where the emotional aspect of your brand comes into play. Delivering a return on buyers’ emotions helps technology buyers to connect with your firm and its services. While the specific qualities of a service are important during the decision making process, the emotional connection often affects what ultimately makes the sale.
Think about the brand loyalty behind Apple products. Mac users have such an emotional connection to the brand that the specific qualifications of competitors ultimately don’t matter—they want the brand that delivers the emotional return. This brand loyalty and subsequent emotional reaction grows from what your firm has that your competitors don’t: your unique value proposition.
Have an Appealing Value Proposition
Ask yourself: what makes my firm unique? What do we have to offer that distinguishes us in the marketplace?
A well-developed brand should resonate with your target audiences and set your firm apart from the competition. Through clear messaging, combined with high marketplace visibility and a positive reputation, your brand should effectively communicate a unique and differentiated value proposition to both your stakeholders and your prospects.
While the constantly evolving technology industry can make it more challenging for technology services firms to build a cohesive and recognizable brand, there are ways you can solidify your brand in the eyes of your target clients.
By simplifying, focusing on providing a positive return, and creating a unique value proposition that appeals to each of your audiences, your brand can become a constant—even in an ever-changing marketplace.
- Get strategies, tips, and tools for developing your technology firm's brand with Hinge's Brand Building Guide for Professional Services Firms.
- Learn more about how your firm can set itself apart with our free Differentiation Guide for Professional Services.
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How Hinge Can Help
Your firm's brand should connect with today's professional services buyer. Hinge's Branding Program can help your firm stand out from the competition and build a brand that drives sustained growth.