If you named a few cloud storage platforms, you’d probably name a few of the top tech companies, like Google Drive and Dropbox. But looking at the sheer number of companies offering similar products the question is, what’s the secret to becoming a known and trusted brand?
It’s true, strong tech brands back their value through their features, products, data, and the cold hard numbers. Even so, this is all for naught without consistent communication--that’s where solid branding becomes key, especially for start-ups.
Branding helps build recognition and customer loyalty by showing consumers that your company is valuable and trustworthy. But branding for tech companies is unique--for one, you’re often selling a product or service that you can’t touch and feel. And while infographics and product illustrations can help explain how your platform works, it’s often harder than showcasing a physical product.
The Must-Haves of Good Tech Branding
Showing Humanity: In an industry selling digital products and services, it’s important to show that you’re human. Have fun, and show off your personality a little bit. Take Dropbox for example. At the beginning of the COVID-19 pandemic, they sent digital care packages to their partners filled with activity books, reading material, art, and self-care and meditation information. In an unconventional move, Dropbox offered a digital warm hug that set them apart.
Considering Your Medium: Don’t forget that many of your deliverables will be digital. This means understanding that branding will need to be scalable, with a digital color palette. Creating grid structures and reusable modules are good options when you need a consistent system for digital assets that move fast.
Tapping into Your Data: Top tech companies often have a lot of data at hand. You can use this information to tailor your approach. Decisions informed by data create ads, headlines, and content that are more relevant to your consumers.
Building Trust: Trust is essential in tech--not just when it comes to reassuring your audience that your product can deliver on the hype, but also because consumers and businesses share personal, sensitive information through tech products. They need to know that their personal information is secure when using platforms like a cloud storage service, and this requires building trust. This is where strong, well-thought-out branding comes into play--combine an authentic brand voice, polished visual system, and a great product to boot, and a loyal consumer base will follow.
Successful dovetailing of branding and product design defines top tech companies. Spend more time on product design than on branding, and the customer is bound to see the disconnect. Branding should represent the quality of the product, and the product should perform the way that it was advertised. Sincerity and transparency are key in building customer trust.
Building trust doesn’t just benefit consumers, though. A company that is trustworthy is a company where employees want to work, too. In an oversaturated market, people take note when a company is credible.
Being Consistent: Consistent messaging and visual systems go a long way toward building brand affinity. Do the extra work of developing a brand identity with clear guidelines, and you’ll ensure that design work gets done quickly and fits with your overall vibe. Updating guidelines regularly will help everything stay on-brand, allowing you to do right by your business and products.
Being Flexible: While consistency is critical for tech branding, you also want to leave room for a certain amount of flexibility. With so many creative assets--digital ads, landing pages, company swag, and more--you don’t want design that gets repetitive or stale. You can opt for a variable typeface, for example, that works in a variety of settings while shifting weights and widths depending on the application.
Tech Branding Done Right
In the tech world, companies too often forget that buying something is an emotional decision. Conveying a distinct personality can set you apart from other brands, and get you that emotional buy-in you need from the consumer.
Here are a few examples of companies that lean into a clear and distinct brand identity:
Zendesk: The warmth and personable feel of Zendesk makes customer service approachable and down to earth. The easy and helpful tone distinguishes Zendesk from other B2B companies, which generally tend to have weaker branding than B2Cs.
Radix: Immediately, the muted tones and black background catch your eye from the jewel or cool tones and white background of other tech brands. Throughout the assets, the morphing droplet graphics tie together to create a strong voice that screams “science.”
Superscript: The serif typeface used so effectively is just one component of why Superscript is effective. Superscript is undeniably eye-catching with a flexible design system.
What Doesn’t Work
Effective branding also means avoiding the makings of a poorly thought out visual system. Here are some common branding mistakes that you should avoid:
Generic stock images of devices
Bland, blue-tinted color palettes
Overuse of gradients
Simple geometric logos, lacking care and finesse
Unremarkable sans serif typography
Buzz words like “disruptive” or “unicorn”
“Dorky” avatars
Generic logos from 99designs (the ultimate sin, outweighing all others on the list!)
Of course, there are some exceptions to the rule. Overused elements like the color blue and geometric logos can be executed thoughtfully. Reclaiming the geometric logo by adding some personal touches, or using the color blue strategically can breathe new life into tired patterns.
The Bottom Line
Branding is vital to the success of a tech company. Settle for good enough, and you’ll risk blending into a plethora of tech companies doing the same. Vying for consumer confidence will be much harder if they feel like you haven’t put enough care into creating a sincere and consistent brand. But starting with thoughtful branding that is trustworthy and consistent should put you on the path to a loyal consumer base.
Anastasia Salazar Ltd. is an independent design studio for tailored branding and digital designs. Reach out to learn how we can help you fuel growth and maximize your brand’s impact.