If there’s one thing we love about technology, it’s that it’s ever evolving and gives us an opportunity to learn new things.. The masterpiece created when creative strategy combines with  precision and data.We get so inspired just thinking about it. But while the technology itself may be amazing, a lot of it goes unnoticed simply because people either don’t know it exists, or they don’t understand how to use it. Here are five of the most common mistakes we see tech companies making:

• They let users define their brand. Many companies don’t invest time in their brand messaging because they think their idea will sell itself. What happens next is that the brand becomes defined by the users Customers, competitors, outside voices begin looking for words to describe this company, and they begin to use their own language to position the company against the competition. Because people have different experiences and cultures and words, the brand becomes confusing and inconsistent which inturn dilutes all of the brand’s marketing efforts. It is better to get ahead of the brand message, and tell people who you are, rather than assuming they’ll understand what you’re all about.. 

• They have out of date marketing technology. While tech companies pride themselves on the latest technology, they often let their marketing technology get stagnant. This means that instead of being wowed by your brilliant time saving, super intuitive, highly developed tech, customers are distracted by, clunky websites, disconnected user experience and sites that don’t load on their phones. Your web presence, user experience and CRM should be audited and updated annually. 

• They don’t differentiate themselves from other brands. With many tech companies, products and services are quite similar, which leaves a feeling of “we are all the same.” You may not be able to compete with products and services, but you can stand out from the competition by leaning into who you are as a company. No one can compete with the personality, story, and core brand that comes from your company’s leadership team. Whatever the special sauce is that makes you the best- lean into that. 

• They aren’t compelling. Just because technology is built around a strategy with data and numbers doesn’t mean your brand has to be lifeless. . There are other colors and styles to play with. Keep in mind that your users aren’t reviewing lines of code everyday. So rather than using intricate technological language and design that mirrors like every other tech company, go with conversational, engaging language that your customers can relate to. Pick a style that matches your brand. Your technology is exciting- communicate that! 

• They don’t listen to their users. When it comes to branding, there are two lanes of dialogue. It’s not just about you telling people you are, it’s about listening to how others are experiencing you. Listen to your customers. Whether it’s reading your own reviews or listening to what your customers are saying about your competitors, or how they are engaging with your brand, take the time to listen and respond.

A brand audit is a great way to catch any mistakes you may be missing and find opportunities to grow. Schedule a complimentary consultation call to get started. {link}

Brand Brag:

Do you have an example of a client who you did an audit for and helped them either fix or avoid mistakes? This would be a great case study.