Author: 3cr

Employer Branding - 3 Colours Rule

Employer Branding – How to build an employer brand to attract top tech talent

It’s a tough time to be a tech employer. Competition for talent is through the roof as hundreds of competing tech firms duke it out in order to scoop up the best tech free agents. For tech brands serious about contending in the labour market, a serious rethink of their approach to talent acquisition is often needed.

One of the best ways to improve your hiring success rate is by improving your employer branding.

Whether you know it or not, you have an employer brand that is separate from your overall business brand. Your employer branding is what differentiates you from competing employers in the labour market. Building and maintaining strong employer branding is often the key to successful recruitment campaigns. This blog will look at what an employer brand is, why it’s important, and how to build a strong employer brand.

 

What is employer branding?

If a business brand determines how a business is perceived by customers, then employer branding does the same thing for potential employees. It is both the outward and inward perception and reputation of a business to job seekers and employees. Having a strong brand in relation to your tech products or services can have absolutely no effect on talent attraction if a company has a negative reputation in the recruitment world.

Not only does employer branding help you win talent but it can also help you hold on to the talent already within your company. If you do employer branding right, you’ll be able to influence the dialogue surrounding your employee experience and boost your talent attraction and retention.

 

Building a winning employer brand to boost talent attraction

 

Telling an enticing story

Your employer branding should have the same starting point as your business branding: what are your values, vision and mission? What is your company culture?

These days, what you stand for, the things that your business believes in, is just as important as your benefits package. Just like customers, employees love to align themselves with the things that they believe in, and the best way to communicate what’s important to you is through your brand story.

A brand story is an explanation of the origins and motivations of your business. It explains the meaning behind your values, what your vision is for the future, and the mission your business wants to accomplish.

Your brand story needs to be enticing, it should play on prospective employees’ emotions; it should excite them! By the time someone finishes reading your brand story, they should be desperate to join you on your business journey!

 

Knowing your reputation

If your intention is to shape your reputation in the job market, you first need to know what that reputation is.

There are a few different ways you can find out how you’re perceived in the job world. A great way is to survey current employees. Not only are they able to give you insight into how the business is perceived from an employee perspective, but you’ll also have the opportunity to learn the positive elements of the company and its culture that you can double down on in your talent attraction efforts.

Company review sites like Glassdoor, along with some social media platforms, can often hold valuable insights for employers looking to gain information on their company’s reputation.

Your reputation analysis should give you a clearer idea of your strengths and weaknesses as an employer, and help you understand how to better attract talent.

 

Defining your value proposition as an employer

Your value proposition as an employer is very similar to your value proposition. It’s about what your business can offer job seekers on an emotional level. Your value proposition should transcend just bragging about your ping pong tables and competitive salary package. You need to have a laser focus on the purpose of the business, the lives of your employees, and how your business is positively affecting the world.

Tech job seekers aren’t just looking for the job advert with the most 0’s at the end of the salary, they’re looking for a fulfilling sense of purpose and self-actualisation in their work.

The key to a successful employer value proposition is honesty. Communicate your values and what you can offer employees, but don’t make any empty promises. Most people will see right through them, and those that don’t won’t want to stick around very long.

 

Involving your employees

If you’ve got a great team, why not show them off?

Ultimately, no one will be a more trusted source of what life at your company is like than your current employees. Anyone interested in working for your tech company won’t be satisfied with just reading your ‘about us’ page. They’ll look at your team photos, your staff LinkedIn pages, any work events you’ve posted about; all with an angle towards working out what day-to-day life is really like with your company. If you do it right, your staff can become your unofficial recruiters.

There are a few easy ways to have your staff improve your talent attraction:

 

  • Keep up-to-date LinkedIn profiles. An easy one, but sometimes overlooked, is to have your team keep their LinkedIn profiles current with accurate job titles and descriptions. This makes it really easy for interested job-seekers to get familiar with the structure of your business.

 

  • Encourage them to promote the company through their social media accounts. You cannot overstate the importance of personality within a company. From top to bottom, CEO to intern, a company is, in many ways, defined by its personalities. Having staff who are actively discussing the company they work for or the field they’re in on social media is a fantastic way to let their personalities shine through and get people excited about working in your company.

 

  • Tap into your staff’s networks. Referral schemes don’t just work for customers, they’re pretty great for securing staff too. Incentivising your staff to draw in talent from their pool of connections can dramatically reduce the time and money that it takes to find skilled tech workers. The added bonus is that by recruiting this way, any potential recruitment targets will already have a personal connection with your business through the relationship they have with your current staff member.

 

 

Being creative with how you tell your story

Your employer brand story won’t tell itself. You’ll need to communicate it through your company’s communication channels. This is your opportunity to get really creative in the forms of communication you choose. You could create videos, high-quality images, slideshows, blogs, anything that you think will get the attention of your recruitment targets.

Think about how you can showcase your team members from top to bottom. Some common examples include a welcome video starring the CEO, a meet the team page, or a vlog of a staff away day. It’s also a really good idea to show off your workspace to give job seekers an inside look at where they could be working day to day.

Want to get inspired? check out our recruitment video!

 

Think long and hard about where you can distribute your recruitment collateral to make the biggest impact. Some of the best places will be your website, LinkedIn, and Youtube, along with other social media sites.

Improving your onboarding process

Getting staff is only half the recruitment battle, because once you’ve got them, you’ve got to keep them. A smooth transition into the business is key, and the way that’s done is with a comprehensive onboarding.

Your onboarding should prepare them with all of the information and tools they will need to make a great start with your business, whilst also getting them excited about the story and the mission they’ll be a part of. At the end of the onboarding process, they should feel completely confident in their decision to join your business journey.

 

Creating an inclusive environment

A final talent attraction hurdle that smaller tech brands often fall at is making sure their employer branding is attractive to a diverse audience. Some of the best tech talent available come from minority backgrounds, and they want to feel like the companies they work for value them and their unique backgrounds.

If you want to access this minority talent pool, your recruitment communications should reflect a company committed to creating an inclusive and diverse environment.

 

Employer branding examples

 

Shopify

Shopify is an international eCommerce platform. Shopify’s branding is all about empowering entrepreneurs to create and scale a business, and this idea of the entrepreneurial spirit is reflected in their employer branding.

 

Shopify wants to attract individuals with a sense of autonomy and ambition, and so pitches itself as the business for self-starters looking to make a difference by enabling like-minded individuals to achieve their entrepreneurial dreams.

 

With a strong commitment to the work-from-anywhere model and a genuine commitment to employee wellbeing, Shopify presents itself to jobhunters as a business in which they’d have the autonomy and support to do their best work whilst maintaining a healthy work/life balance.

Shopify uses its social media and website to regularly promote its commitment to employee-centricity, turning its regular communication channels into recruitment heavyweights.

 

 

What can you learn from Shopify?

  • Keep your business branding and employer branding aligned
  • Align your mission with job-seekers goals
  • Turn your existing communication channels into recruitment tools

Check out Shopify’s careers page for inspiration: https://www.shopify.com/careers

 

Cisco

Cisco, the tech giant, is a perfect example of a tech company building inclusive and diverse employer branding.

 

 As a multinational company, Cisco’s employer branding has to connect with a diverse range of job seekers across the globe. To do so, Cisco clearly commits to creating a diverse team across gender, ethnicity, and experience level.

 

To communicate their employer branding, Cisco lets its employees do the talking with social media channels dedicated to highlighting their team members and their stories.

 

 

What can you learn from Cisco?

  • Make sure your employer branding is accessible to a diverse audience
  • Get your employees involved in your employer branding

Check out Cisco’s careers page for inspiration: https://www.cisco.com/c/en/us/about/careers.html

 

Hubspot

Hubspot is a leading provider of digital CRM and marketing tools for scaling businesses. As one of the largest providers of CRM software, Hubspot is always looking for talented tech professionals to join its team. One of the main ways Hubspot seeks to bring in employees is by promoting its culture.

In a 128-page slideshow, Hubspot explores its workplace culture and brand values and presents them in a way that potential employees can align themselves with them. By doing so, they are presenting themselves as a company in which job seekers will find a meaningful, fulfilling work-life.

 

Along with an agreeable culture and brand values, Hubspot also demonstrates a commitment to upskilling and employee development.

 

By doing this, Hubspot is adding legitimacy to the idea of their company offering a fulfilling, worthwhile work experience.

 

What can you learn from Hubspot?

  • Be creative with how you present your culture and values
  • Provide tangible evidence to back up the legitimacy of your employer branding.

Check out Hubspot’s careers page for inspiration: https://www.hubspot.com/careers?hubs_signup-cta=careers-nav-homepage

 

Developing your employer branding with 3 Colours Rule

If you’re struggling to attract top talent to your tech business and would like help defining and presenting your employer brand, the 3 Colours Rule creative team can help you achieve your recruitment targets.

At 3 Colours Rule, we specialise in technology, which means we know what it takes to develop tech employer branding that is tailor-made for a tech audience.

If you’d like to find out more about what we do, visit our about us page and then get in touch!

About us
3 Colours Rule is a branding and marketing agency specialising in growing tech companies and start-ups. Beyond our brand strategy, design and marketing services; we also have a podcast: Tech Brains Talk where our founder has conversations with experts and entrepreneurs in tech. We also have a branding and marketing academy to support marketers expand their skills and entrepreneurs too. We also run our non-profit organisation, TLA Black Women In Tech, one of the fastest-growing communities for black female professionals and entrepreneurs in tech.  

Flavilla judging DADI awards

Flavilla will be judging the DADI awards

Flavilla will be judging this year’s DADI awards. The Drum Awards for Digital Industries (DADI) awards started in 2006 and are one of their longest-running awards. The judges are picked from brands, consultancies, and agencies. The winners of each category will be announced on Wednesday the 25th of May.

You can visit their website here.

Multiple brightly coloured umbrellas floating on a blue background.

Tech Startup Brand Design: Creating a brand identity that aligns with your brand strategy

Welcome back to the 3 Colours Rule blog! This week, I’m rounding out the latest series of blog posts by focusing on tech startup brand design and colour psychology.

By now, hopefully you have a good understanding of what makes up brand foundation, brand positioning and brand messaging. These are all the aspects of your brand strategy, the distinguish step in the D.A.C system. Now you’ve got to distil and present all of that in a visually engaging way with an attractive brand design.

Attract stage of the D.A.C system.

Reflecting your brand strategy in your brand design 

The most important thing that you need to know about brand designs is that they have to be completely in line with your brand strategy, primarily your brand positioning. Your logo, your font, every aspect of your design will have a subconscious meaning and association in the heads of your audience. If there’s a disconnect between the positioning of your brand and the design, it’s an immediate turn-off for customers.

Your messaging and your core values will also have a major role in determining your brand design, especially your colour choice (more on that later). Your design will invoke an emotional reaction, so you better make sure it’s the right one.

Creating a logo

Your logo is the symbol that identifies you to the world. If you have any hopes of your business being recognisable, you need a killer logo, no two ways about it. There aren’t a lot of rules as to what can and can’t be in a logo, but that doesn’t mean that making a logo is necessarily easy.

There are some fascinating stories behind the logos of some of the world’s most recognisable brands. Back in 2008, British Petroleum spent a whopping $211 million dollars for their logo. On the opposite end of the spectrum Nike, who have one of the most popular logos in the world, got theirs for $35 in 1971.

Amazon hides a clever little trick in their logo. They offer the widest variety of products anywhere on the internet, so the arrow underneath their logo literally goes from A-Z.

Nike and BP logos.
A $210,999,965 difference in their price tag.

The first step is deciding what kind of logo you want. Text and visuals? Just text? Just visuals? If you’re going to use text, what kind of font will you use? If you’re going to be using visuals, what kind will suit your brand best? Take a look at all of these brand’s logo’s to see just how many options are out there:

Visual brand logos.
Image brand logos.
Brand logos fonts.

Feeling a bit overwhelmed with choice?

For inspiration and guidance, look at your market. Look out for patterns and rules that the logos follow. See what’s worked and what hasn’t, what consumers connect with and what they don’t. A deep look at your market should give you the information you’ll need. You can use this information and apply it to your unique values, culture and vision. The key to logo design is finding a balance between industry norms and differentiation.

Your positioning, messaging and the market you operate in are the three factors to keep in mind when you’re choosing both the font and the visuals of your logo. Let’s look at some examples.

Here are some of the biggest brands in the mobile phone space’s logos. Notice the similarities?

Mobile phone brand logos
A moment of silence for the Microsoft Lumia.

How about if you compare them to some of the biggest names in fast food?

Fast food brand logos.
Hungry?

In each case, and in each distinct market, there are clear motifs in the font choice, colour schemes, and overall design of the logos.

Remember, it’s a balancing act. Too similar, and you won’t stand out. Too different, and you’ll alienate yourself.

Font and typography 

Within your brand design, you need to set out a font that will be used on your website, in your content, and across all your other promotional materials. A consistent font throughout your marketing activities will create brand cohesion and recognisability.

Just like your logo, your font should reflect your company. Let me show you what I mean.

This is the kind of font you might see a bookshop have. Think Waterstones. It’s traditional, and it conveys a feeling of establishment and formality. This font would work great if those are the feelings you want associated with your brand. However, for tech startups, that might not be what you’re aiming for.

A font like this might be more appropriate. It’s modern and it reflects a company that’s looking to the future.

Now neither one of these fonts is necessarily better than the other, but they would each only work with very different kinds of business and in very different markets.

Just for fun, here’s a few brand logos all with the comic sans font. Notice how drastically it changes your perception of the brand?

Famous logos in comic sans.
Suddenly Chanel doesn't seem all that glamorous.

Colour psychology

Did you know that distinct colours increase brand recognition by 80%?

The thing is though, it goes so much deeper than that. Brand colours aren’t just about recognition, there’s a deeper psychological effect that the colours of a brand have on us.  In fact, we make up our mind on a brand in 7 seconds purely based on their colour choice. That’s all you get. 7 seconds before your target customers make up their mind on whether they like you or not. And it’s all subconscious, we’re not even aware that we’re making these judgements. It’s because each colour has a meaning attached to it, a deeper meaning that gives us an emotional reaction. Stop signs are red because in that context it represents danger. On the other side of that coin, Cupid’s arrows are red because red is also the colour of love. We attach so much meaning to colour, and brands can take advantage of this.

Here’s a breakdown of the main colours and what they mean for branding.

Red

Red: Power, Strength, Determination, Passion, Love. Used by a lot of food and drinks companies to stimulate people’s appetites.

Yellow.

Yellow: Joy, Happiness, Intellect, Energy. Used to invoke a feeling of cheerfulness.

Green: Growth, Harmony, Freshness, Hope. When BP did their $211 million brand re-design, they chose a predominantly green logo to curb some of their environmental faux pas.

Blue: Stability, Trust, Loyalty, Wisdom. Blue is a favourite of investment banks to create a feeling of security and stability.

Purple: Power, Nobility, Luxury, Dignity. Cadbury’s signature purple wrappers are there to attach a luxury feeling to their chocolate.

Orange: Fascination, Creativity, Determination, Stimulation. Used for brands that want to put creation and fun at the forefront.

Grey: Balance, Formality, Conservativeness, Sophistication. Apple uses a simplistic grey logo to mirror their high tech product line.

Black: Elegance, Formality, Mystery. Used by brands like Chanel and Prada to reinforce their high brand value.

White: Goodness, Innocence, Purity, Cleanliness. Often paired with black to create a simplistic, refined feeling.

Pick colours that reflect your brand and fit within your market. In terms of how many colours you should have in your brand logo, avoid having any more than three: A primary, a secondary and a tertiary. It’s most common to have white and black as two of the colours, and then one other, dominant colour. Think of this as something of a ‘3 colours rule’ (get it?).

Our name isn’t an accident, and you can actually see the three colours rule in our logo. We use red as our dominant colour and white and black as neutral colours.

The red in the logo is for the passion we have for what we do.

The white is for trust and the speed of our delivery.

The black is for our professionalism and skillfulness.

Think long and hard on what you want your colour choice to say about your business.

If you’re running a tech startup but aren’t clear on how to communicate your positioning and messaging in your brand design, don’t panic, we can help you! Our expertise are in branding and neuromarketing, which means we know what it takes to develop brand identities that accurately communicate all the elements of your brand strategy. Fill in the form below or get in touch if you’d like to hear more.

That’s all for this week! Check back in soon for the next update where I’ll be breaking down the best practise for pricing your products or services according to pricing psychology.

In the meantime, sign up to our newsletter for weekly updates sent straight to your mailbox, or get in touch with any questions on social media or by filling in the form below.

About us
3 Colours Rule is a branding and marketing agency specialising in growing tech companies and start-ups. Beyond our brand strategy, design and marketing services; we also have a podcast: Tech Brains Talk where our founder has conversations with experts and entrepreneurs in tech. We also have a branding and marketing academy to support marketers expand their skills and entrepreneurs too. We also run our non-profit organisation, TLA Black Women In Tech, one of the fastest-growing communities for black female professionals and entrepreneurs in tech.  

Request a brand insight session to discover brand opportunities you could secure. Get in touch with us today!

Pink pencil with a pencil shaving around the tip of the pencil.



    Pink rose on a blue background.

    Tech Startup Brand Messaging: Telling a story that resonates with your audience.

    Hi there! thanks for checking back into the 3 Colours Rule blog. This week, the focus is going to be on tech startup brand messaging.

    Author Seth Godin once said that “Marketing is no longer about the stuff you make but about the stories you tell”.

    Godin recognised that there had been a trend shift in the marketing world in response to a change in what was important to audiences. What a company was selling didn’t matter as much anymore. The thing that was important to consumers was the story behind why the company was selling it.

    He went on to say that “a great story is true. Not necessarily because it’s factual, but because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on”. Godin knew that audiences were too well informed, too passionate about these stories, and that they could easily recognise when a brand is faking it.

    To be able to tell an authentic brand story that connects with your audience, you need to begin with your core brand values.

    Communicating your core brand values

    Core brand values are the qualities and virtues that you care most deeply about. They form the essence of your company culture. Your core brand values feed into a lot of the business decisions you make, they’ll dictate who you do business with, who you choose to partner with, and who you recruit.

    By communicating your core brand values to your audience and educating them on what you stand for as a brand, you’ll attract customers and clients that share your values and beliefs.

    So how does this relate to brand messaging? Or perhaps more importantly, what is brand messaging?

    Orange half containing sweets.

    Tech startup brand messaging

    Tech startup brand messaging is the underlying value proposition conveyed and language used when promoting your tech startup. It’s how consumers relate to your brand. With a unique core message and tone of voice, companies are able to define a specific way of conveying their ideas and messages to their audience.

    To make sure you’re communicating your values in a way that will achieve your desired results, there are a few rules that your brand messaging should follow:

    • Be authentic: Remember that consumers will always know whether you’re genuine in your beliefs and your values. Don’t put yourself in a position where they can catch you in a lie. Just be genuine and speak from the heart.
    • Be accountable: Don’t be flimsy with your morals. Consumers should be able to depend on you to uphold the values that you share with them.
    • Be applying: Don’t leave your brand messaging sitting on a shelf, so to speak. Let it inform your recruitment and your performance measuring.

    There’s another rule but I think it deserves its own paragraph: be distinctive.

    It’s like I said on the blog a few weeks back: there are so many tech startups and they’ve all got a story. If you want to break through the noise and really make an impact, you can’t just talk about the same thing that everyone else always talks about. Honesty, reliability, integrity, respect, they’re all important values no doubt, but they aren’t unique, in fact, they’re pretty much a given. Really dig deep and work out what’s important to you, and present it in a way that avoids all of these cliche buzzwords.

    Brand tone: finding your unique voice

    Brand tone is something that’s easy to forget when you’re writing any kind of content. It’s not something you really notice when you read another companies content, and that’s sort of the point. Your tone of voice subconsciously communicates your brand through your choice of language. think about it, your local nail salon will use a very different language in their promotional materials than an organisation like JPMorgan Chase.

    The tone you pick will depend on a variety of factors, including your industry, whether you’re B2B or B2C, and the subject matter that you’re writing about, but it should always reflect your company culture and be in line with your overall brand messaging.

    Let’s take a look at this in practice with an example- Apple vs Dell.

    Apple is a B2C company that believes in helping their customers unleash their creative potential, so they use a confident, passionate, intimate tone when they’re communicating with their audience.

    Dell, on the other hand, are a B2B company, and they like to let their technical specifications do the talking for them, so they adopt a much more candid, concise and professional tone.

    Wrapping up.

    Storytelling is so important for branding, I can’t really overstate it. It’s your path into the hearts and minds of your audience, so before you go, I want to leave you with the last few pieces of advice to make sure your brand messaging is the best it can be:

    Make sure your story is framed inclusively. There needs to be an aspect to it that your audience identifies with, otherwise they can’t get invested your story. All the best stories throughout history: The Odyssey, Romeo and Juliet, Star Wars, they’re all great because we as the audience can empathise with the characters and the situations that are presented to us. Odysseus just wanted to go home, Romeo just wanted to be with the person that he loved, and Luke Skywalker just wanted to be a Jedi, and who doesn’t want that!?

    Something else to consider: people love to root for an underdog (Leicester City anyone?), so playing on your position as a startup to play to people’s emotions isn’t a bad idea.

    Finally, remember that good stories are universal. Ultimately we’re emotional beings, and emotions are a powerful tool when it comes to branding and marketing.

    Coca Cola open happiness

    Helping you develop your tech startup brand messaging

    If you’re running a tech startup but aren’t clear on how to communicate your core brand values, don’t panic, we can help you! Our expertise lies in branding and neuromarketing, which means we know what it takes to develop brand messaging that actually connects with your audience. Fill in the form below or get in touch if you’d like to hear more.

    About us
    3 Colours Rule is a branding and marketing agency specialising in growing tech companies and start-ups. Beyond our brand strategy, design and marketing services; we also have a podcast: Tech Brains Talk where our founder has conversations with experts and entrepreneurs in tech. We also have a branding and marketing academy to support marketers expand their skills and entrepreneurs too. We also run our non-profit organisation, TLA Black Women In Tech, one of the fastest-growing communities for black female professionals and entrepreneurs in tech.  

    Request a brand insight session to discover brand opportunities you could secure. Get in touch with us today!

    Pink pencil with a pencil shaving around the tip of the pencil.



      Developing strong tech startup branding with Brand Soul Searching

      What makes tech startup branding great?

      Think about it for a minute.

      What is it that makes some tech brands so influential, so popular, so memorable, whilst countless other tech startup brands fail to make any kind of impact?

      Is it the logo? Would Apple be where they are today without that iconic rainbow-striped apple? Perhaps it could be the brand name, after all, it is the thing that’s most synonymous with a company. The word Microsoft doesn’t make you think about anything other than the tech giant.

      The truth is, Apple, Microsoft, Google, Uber, etc. all have one thing in common. They have strong brands because they began with a strong brand foundation. The question then becomes, what exactly is a brand foundation and what is it made up of?

      This blog will answer that question and look in detail at each element of a brand foundation.

      Creating strong tech startup branding through Brand Soul Searching 

      The foundation of a brand is composed of three core elements:

      The three elements of a brand foundation for tech startup branding.
      Brand purpose graphic for tech startup branding.

      Brand Purpose

      The first thing you need to know is your brand purpose. Brand purpose is the why. Why are you doing what you’re doing? What impact is it that you want your tech startup to have?

      When defining your brand purpose, it’s important not to be generic. It’s all well and good to say your company ‘wants to make the world a better place’, but that doesn’t offer much in terms of direction or focus. A more specific brand purpose will give your organisation and your brand a goal to strive for.

      Take into account your target audience. Make sure you know what issues your audience are passionate about, and how you can position your brand purpose to relate better to them.

      Apple is a great example of the importance of brand purpose. Apple’s brand purpose was the following:

      Apple's brand purpose.

      In the early days of Apple, they looked at the computer market and were unimpressed with the design and ease of use of the products available. They then decided their purpose was to build and sell computers that were beautifully designed and easy to use for anyone, regardless of their computer literacy. Apple’s success is a testament to the importance of brand purpose. In fact, Apple recently became the first company in the world to achieve a $3 trillion market value. Convinced yet?

      Brand vision graphic for tech startup branding.

      Brand Vision

      Whilst brand purpose focuses entirely on an external component of your tech startup branding, the impact you want the company to have on the outside world, your brand vision is all about your internal motivations. What is your vision for the future of the brand? Where do you think you’re headed?

      A brand vision will set the overall direction of your organisation and will define for everyone who comes into contact with your brand, including your employees, what you strive to be and what your ambitions are.

      Don’t be afraid to dream big. Be ambitious, visualise exactly what it is you want for your business (within reason of course)

      Bill Gates created Microsoft with an incredibly bold vision for his brand; he wanted to see “a computer on every desk, and in every home, running Microsoft software”.

      Of course, he didn’t achieve exactly that thanks to competitors like Apple, but his vision for the future drove Microsoft to unimaginable commercial success, and they’ve continued to spearhead innovation in the computer market since their inception in 1975.

      Brand mission graphic for tech startup branding.

      Brand Mission

      Once you know your brand’s purpose and vision, you can create your brand mission, also known as a mission statement.

      Your mission statement is a sentence that succinctly defines your brand’s purpose or reason for being. It is the target at which all plans and programmes should be aimed. It summarises how you’re going to achieve your purpose and your vision. A good mission statement will immediately give those unfamiliar with the business an idea of who you are, whilst simultaneously providing direction and guidance for your business.

      Here’s a look at some real mission statement examples from successful tech businesses:

      Microsoft logo.

      “To empower every person and every organization on the planet to achieve more.”

      Tesla logo.

      “To accelerate the world’s transition to sustainable energy.”

      LinkedIn logo.

      “Connect the world’s professionals to make them more productive and successful.”

      Twitter logo.

      “To give everyone the power to create and share ideas and information instantly without barriers.”

      TED logo.

      “Spread ideas.”

      When you’re developing your mission statement, don’t be afraid to look at big brands and the brands in your industry for inspiration, but remember to make your mission statement unique to your company and your brand.

      Helping you develop your tech startup branding

      If you’re running a tech startup but aren’t clear on what your brand’s purpose, vision and mission are, don’t panic! This is where 3 Colours Rule’s Brand Soul Searching Activity can help you. We help new and developing tech brands get to the bottom of their brand purpose, vision and mission, so they can go forward confident in the knowledge that they have a strong foundation for brand success.

      About us
      3 Colours Rule is a branding and marketing agency specialising in growing tech companies and start-ups. Beyond our brand strategy, design and marketing services; we also have a podcast: Tech Brains Talk where our founder has conversations with experts and entrepreneurs in tech. We also have a branding and marketing academy to support marketers expand their skills and entrepreneurs too. We also run our non-profit organisation, TLA Black Women In Tech, one of the fastest-growing communities for black female professionals and entrepreneurs in tech.  

      Request a brand insight session to discover brand opportunities you could secure. Get in touch with us today!

      Pink pencil with a pencil shaving around the tip of the pencil.



        Balloons held at declining heights

        Tech Brand Positioning: Distinguishing Yourself in a Competitive Market

        Welcome back to the 3 Colours Rule blog! This week, I want to focus on something that I feel gets overlooked when discussions on tech branding are held: tech startup brand positioning.

        It probably won’t shock you when I tell you that the tech market is crowded. Like, really crowded. In fact, an estimated 1.35 million tech startups are created every year. That’s an intimidating statistic for any budding tech entrepreneur. Even more intimidating is that, for a variety of reasons, 90% of those startups will fail.

        With the market is constantly changing, with new tech startups constantly entering and failed tech startups constantly exiting, it can be really difficult for tech startups to stand out and get noticed by their prospective audience, regardless of which tech space they’re in. When standing out is the name of the game, knowing how to do it better than your competitors can be the difference between graduating from startup to success or joining the 90% that failed to make an impact.

        Tech Startup Brand Positioning 

        Brand positioning is all about creating value by differentiating yourself from competitors. It defines how you’ll be perceived in your customer’s minds, which means that you need to decide how you want to be perceived before you start positioning your brand.

        How well your brand is positioned will determine the value that customers place on you, which means before anything else, you need to know your audience and the expectations they have for you. Your brand value ‘sweet spot’ is between what your customers expect from you, and what you do that your competitors don’t.

        Lets take a look at a couple of famous examples of competitors who have positioned themselves differently to increase their perceived value:

        Samsung vs Apple's brand positioning.

        A great example here is how Apple and Samsung, although they sell very similar products, differ massively in how they position themselves in the market. Where Samsung focuses on appearing trendy and user friendly, Apple’s focus is on the way in which their products will allow their customers to unleash their creative potential. As a result, consumers view these two companies and what their brand represents to them in very different ways.

        Nike vs Adidas' brand positioning.

        Another classic example, Nike vs Adidas. In Nike’s case, they want their products to be associated with sports and exercise, with pushing yourself to the limit and ultimately achieving athletic excellence. You can see this reflected in their advertising campaigns:

        Nike adverts.

        Now take a look at some of Adidas’ ads for comparison:

        Adidas advertisements.

        Adidas focuses much more on appearing ‘cool’, trendy and fashionable, filling an entirely different niche than Nike.

        Sources of Differentiation 

        Now you’ve got a good idea of the importance of your brand positioning, the next step is understanding the ways in which you can position your brand to stand out from the rest. Differentiation comes from a whole range of places, but the main ones you’ll see in the market are these:

        Let’s take a closer look at these sources of differentiation:

        Price

        An obvious one, but coming into the market with lower prices is an easy way to turn heads. Most startups will be hesitant to go down this road however, as it cuts into their already thin margins.

        Brand Expertise

        What do you know that your competitors don’t? What can you do for consumers that they can’t? If you can work that out, you can capitalise on it and draw in customers with your specialities.

        Technology Innovation

        Does your product or service have some new and exciting technology? if it does, don’t be afraid to show it off. As the saying goes, if you’ve got it, flaunt it!

        Value & Purpose

        Going back to the learnings from last weeks blog, do your values and purpose align with your customers’ values in a way that your competitor’s don’t? People love to align themselves with movements and causes, so if you care about the same things as your audience, it can make you seem a lot more attractive.

        Brand Experience

        Offering a unique brand experience, something memorable or never before seen, will immediately set you apart from your competitors. Customers are always on the lookout for something new and different, so why not give it to them!

        Product Innovation

        You don’t have to reinvent the wheel, but offering even minor improvements to existing products will hugely increase the value of your brand in the eyes of consumers and make your competitors’ products look relatively antiquated.

        Opportunities for Differentiation

        Positioning and differentiation opportunities can come from a whole range of places so you should be constantly on the lookout for new ways to set yourself apart:

        • Complaints and reviews – listen to your feedback, both good and bad, and see if your customers have identified any positioning opportunities for you!
        • Market changes – If a competitor drops out of the market, capitalise on it and see if you can fit your brand into their niche to acquire some of their customers.
        • Regulatory change – Presenting yourself as fully compliant to government regulation is a great way of standing out as trustworthy.
        • Innovation – Keep an eye on your industry and the advancements in technology going on around you. If you can be the first to integrate an exciting new bit of tech into your product, your perceived value will skyrocket.

        The important disclaimer with all of this is that you shouldn’t strive to be different just for the sake of being different. It’s important that everything you do to improve your tech startup brand positioning is targeted at providing benefits to your audience and meeting their expectations and desires. Remember, it’s them who define your brand value, not you.

        Functional Benefits Vs Emotional Benefits

        The benefits you can offer to customers can be broken down into two categories: functional benefits and emotional benefits.

        Functional benefits are the tangible things, the look, the feel, the utilities, something you can point to as a positive aspect of a businesses offerings. A technological innovation exclusive to your product would be an example of a functional benefit.

        On the other hand, emotional benefits are entirely intangible. they’re the feelings, the inner responses and reactions that you have with a product. The feeling of secureness that a mobile banking app might provide would be an emotional benefit.

        As an example, here’s a Nike trainer:

        The functional benefits are that it’s a high-technology shoe that will improve athletic performance and provide comfort.

        The emotional benefits are that it provides an exhilarating feeling of enhanced athletic performance, and makes you feel engaged, active and healthy.

        Nike has met consumers wants and desires with their product and so in turn, consumers have placed a high value on their brand. This has allowed Nike to dominate a large portion of their market, and charge a premium price.

        Nike trainer sideview.

        Helping you Develop your Brand Positioning

        If you’re unsure where to start with your tech startup brand positioning, fill in the form below and we’ll get in touch to see how we can help you on your tech startup journey.

        Next week on the blog, we’re going to look at how brand soul searching can help you create a strong brand foundation. See you then!

        About us
        3 Colours Rule is a branding and marketing agency specialising in growing tech companies and start-ups. Beyond our brand strategy, design and marketing services; we also have a podcast: Tech Brains Talk where our founder has conversations with experts and entrepreneurs in tech. We also have a branding and marketing academy to support marketers expand their skills and entrepreneurs too. We also run our non-profit organisation, TLA Black Women In Tech, one of the fastest-growing communities for black female professionals and entrepreneurs in tech.  

        Request a brand insight session to discover brand opportunities you could secure. Get in touch with us today!

        Pink pencil with a pencil shaving around the tip of the pencil.



          How to scale a tech start-up that grows exponentially using the DAC system

          The question remains. How to scale a tech start-up? Time and time again, a strong brand has been the difference between success and failure for tech start-ups and SMEs. To ensure that your tech start-up reaches your audience, and engages with the products and services that your tech brand offer, you need to strengthen your Brand DNA and upscale your business to grow.

          At 3 Colours Rule, the DAC system is a framework we created and use to grow our client’s brands and scale a tech start-up. We also use it for strategy and effective implementation through marketing and branding purposes, by identifying and assessing your brand’s strengths and weaknesses.

          This article will focus on how to scale a tech start-up, case studies, and the impact of the DAC system on a tech start-up.

          Our brand DNA to scale a tech start-up

          Screenshot 2022-01-03 at 10.51.18

          To upscale your tech startup, you need to know what your brand is, and what you can bring to your audience. For this, to work you need to strengthen your Brand DNA. A Brand DNA sets the tone of your business and is the heart of the brand. It contains all the traits that describe the brand and distinguishes it from others.

          Vision & Mission

          A vision should be where you want to take your company and your ambition for the business. You need to think and understand how you want your target audience to perceive the brand. Your mission would come after, where you identify what your tech brand’s purpose is. Your tech brand mission helps make decisions that will help you achieve the aims you have set for your company.

          Core Purpose

          The core purpose of a  is not the same as vision, mission, or values.  It’s an instinctive and emotional connection to why you’re doing what you’re doing. The difference you’re going to make to customers, your staff, and the market.

          Values

          A company’s values are what they find most important to them and what they believe in. Aims and objectives can be influenced by a brand’s values.

          Products, Services & Benefits

          A brand’s products or services are what they sell to their audience.

          Most brands have their products or services that come with benefits, which entice their audience to buy from them over competitors. These benefits could come in the form of a particular function only your product can do or an aspect of a service you can provide.

          Positioning

          Positioning is the process of deciding where to place your brand or product in the market. Who is your audience? Does the brand or your product match the market you want to sell into?

          Your tech start-up has to be positioned in the correct market so that your product and message are delivered to the right audience. If your brand is positioned incorrectly, you’ll be promoting your brand, product, or service to the wrong people.

          Personality

          It’s a structure that helps a brand influence the way people feel about its product, service, or mission. It can produce an emotional response from your target audience, to gain positive actions that would benefit the brand.

          There are 5 main types of brand personality; excitement, sincerity, ruggedness, competence, and sophistication. Customers are more likely to purchase a brand if its personality is similar to their own.

          The DAC System to scale a tech start-up

          The DAC system has 3 phases, and for the system to work correctly, they have to be done in the correct order.

          A brand strategy that works, the correct brand identity to attract your audience, and the marketing techniques to sell your brand to your audience – that is the DAC system.

          Case Studies on how to scale a tech start-up

          Apple – Distinguish

          Apple’s brand strategy focuses on the emotions and how the product makes you feel. The Apple brand personality is about lifestyle; innovation; passion; hopes, dreams, and aspirations.

          The Apple brand personality is also about simplicity and the removal of problems from people’s lives; people-driven product design; and being a humanistic company with a heartfelt connection with its customers.

          Apple Brand strategy - Scale a tech start-up
          Monzo brand design identity - Scale a tech start-up

          Monzo – Attract

          Monzo needed to have stand out visuals for its brand. Colours are important to a brand identity. The pink, salmon colour of the Monzo card helps it stand out against other cards that could be in a person’s wallet, and is one of the most significant ways you can build awareness and recognition for your company.

          The Monzo logo is both simple, and evocative. With a range of colours intended to draw the eye and create focus, the smooth and friendly font also suggests that the company is more informal than any bank.

          PlayStation – Convert

          PlayStation’s slogans for the brand “Play has no limits” emphasize its positioning as a core gaming product. A few of their slogans which have been used by Sony include, “The Ultimate Just Got Power”, “It only does everything”, “Move into the action”.

          PlayStation also shows its upcoming products and games in many exhibitions across the globe. The Electronic Entertainment Expo, which is the largest gathering of gaming events also hosts PlayStation products every year. Such events help Sony feature and advertise their products to the larger crowd and focus their products on the prospective buyers, i.e. gamers.

          Playstation marketing campaign - Scale a tech start-up

          The impact of not following the DAC system

          If you don’t follow the order of the DAC system, it could limit your business’s potential for future growth.

          • Low conversion

          Having a low conversion rate shows there is a low interest in your product and customers are not purchasing it. This is bad for the company because there is no source of income and no profit is being made and the company could face being closed down.

          • High cost of acquisition

          The cost of acquisition is defined by the expense a company makes in acquiring a new client or purchasing an asset. If a brand’s acquisition costs are too high, then they will struggle to buy any resources that they may need for the company in the future.

          • High bounce rate

          A high bounce rate is a cause for concern as it means that a customer has entered the site and left immediately without making a purchase. This is a problem because it shows that either your brand hasn’t been seen by your target audience, or there isn’t any interest in your brand.

          • Attracting the wrong audience

          By promoting your brand to the wrong audience your audience won’t see you, so you would lose customers and waste a lot of your marketing budget while also not making any profit from the products that come from your brand.

          • Low community engagement

          If your community were to lose trust in your brand, they may stop taking an interest, so you would lose customers and free promotion. As people stop talking about your product, sales could decrease till people stop buying your product, losing you profit.

          • Poor brand valuation

          Brand value is how much your brand is worth should you decide to sell your company. If your tech start-up had a poor brand valuation it could prevent the opportunity of merging with another company that would want to continue to use your brand.

          Conclusion

          Using the DAC system you should find it easier to build a brand strategy, brand identity, and marketing campaign focusing on how to scale your tech start-up and future business growth.

          About us
          3 Colours Rule is a branding and marketing agency specialising in growing tech companies and start-ups grow. Beyond our brand strategy, design and marketing services; we also have a podcast: Tech Brains Talk where our founder has conversations with experts and entrepreneurs in tech. We also have a branding and marketing academy to support marketers expand their skills and entrepreneurs too. We also run our non-profit organisation, TLA Black Women In Tech, one of the fastest-growing communities for black female professionals and entrepreneurs in tech.  

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            Maintaining focus and direction within your company

            Steering a whole company towards one goal is not an easy task. Having all employees directed and focussed is something the top managers have to ensure.

            To know where you are heading towards, you need to set a strategic direction.

            What is a strategic direction?

            According to Wellers, a strategic direction is a plan that needs to be followed and implemented for a business to move forward to achieve its vision and fulfil its goals. Owners and the management of the organisation can communicate the significance of employees work and their contribution to achieving business goals.

             

            Steps how to achieve focus within the company:

             

            Setting a strategic direction

            An entrepreneur is always a person who tries to turn his/her/their idea into a commercially viable business. This means creating a new or different product or service and releasing it to a particular market. It is a matter of innovating, testing and developing to better satisfy the needs and wants of customers. This is actually not a strategy but the establishment of the business. Once the concept of the business is starting to make money, it is time to move into the next phase in the business lifecycle. It is important to develop a plan for how sales will grow and how you can scale operations to meet the demands of customers of clients.

            With growth, you can be able to protect your market share from your competitors and are more competitive. You need to know your strategic direction and that requires properly thought out action ideas, careful planning and a good amount of time. Developing a strategy is not something everyone in the company should get involved in. It has to be done either by the managing director, founder or from a small number of employees such as the executive team members. It can be democratically if people compromise and appease.

             

            While developing a strategy there are three questions you should be asking.

            1. What is the vision and mission of your business? And why are you in business? What is your purpose?
            2. What level of growth and sales do you want to achieve in the next 5 or more years?
            3. Will you change, implement, and do something to achieve your desired growth?

            The last question is important as it involved what you need to achieve your goal. The resource requirements will get more clear.

             

            Hire the right people and get along with them

            Employees are the backbone of every business. Without them, the company actions will be put to a halt. Therefore, taking on and managing the right people is vital for business success. Once you get it right, your employees will want to grow intrinsically. The reason t focus on employees is as your organisation develops you will become more reliant on them to:

            • Manage customer relationships and drive sales
            • Make sure that the core functions of the business run smoothly
            • Have creative and innovative ideas to develop your organisation as well as your service or product offerings

            Your employees are the ones making your strategy work and sometimes for a lifetime. Therefore, it is vital to bring the right people on boards to achieve your vision. It is also important to mention that you should retain your best staff and help them develop. Workshops, training and every course in your as well as in their interest is the way to go.

            When you are hiring people, the right attitude, fit and aptitude are the stuff you should look closely into. If someone has the mindset you like and the personality traits that would be a great fit for your organisation don’t hesitate to hire them. Don’t forget, skills can be developed for most roles through training. This is also a reason why a couple of businesses hire people around cultural fit instead of education.

             

            Build a business structure that works without you

            Your aim should be to develop an executive team that can perform important tasks in a limited timeframe without you. The organisation should not depend on you fully. Instead, it should run without your absence at a normal pace as well.

            For example, if you eventually decide to sell, a potential buyer will normally query how well the process works when you depart. Sadly, it is very likely that you will get the hiring side of things wrong and will have to learn lessons. This shows how important it is to have a strategic direction.

             

            Always remember, to remind your team of your vision and how your business is developing towards it.  Keeping your team motivated and inspired is the key. To achieve this constant communication with your employees is needed. Be there for them if they have any issues and show them how it is still possible to achieve the common goal. Challenges are a part of the progress too.

             

            Monitor your cashflow

            Keep your cash and money monitored. Know where you have expenses and where you can reduce costs. Having a grasp of your finances will help you develop long term strategies towards reducing costs and scaling your business.

             

            In a nutshell

            To be focused on one goal makes it essential to have staff that is motivated and inspired by the organisation as a whole. Even if the leader is not there, the business must carry on with what they are good at. To develop long term strategies it is important to invest and finance the right things. This needs you to be careful with the monetisation.

             

             

             

            Liked this article? Why not read “Why branding your SaaS company is important”
            If you would like to receive a complimentary brand assessment call with the 3 Colours Rule agency

            Would you like to find out what is preventing your brand from achieving your business goals? What if during a 30min call with us we could identify the areas of your brand that need improvement so that you can attract the right clients? We will use our D.A.C. (Distinguish, Attract & Convert) growth system to swiftly evaluate your brand strengths and weaknesses. We will provide you with directives and your brand score so you can measure your progression. 3 Colours Rule will help you find your USP that resonates with your audience.

             

             

            Contact us today!

             

            Why branding your SaaS company is important

            Did you know that it is ten times faster to build a software company today than it was in the past? With the increasing number of deployable infrastructures such as Amazon Web Services (AWS) and readymade website developers, everyone can easily start a business within a day or even less. Find out why branding your SaaS company is important.

            If you do not believe us here are some numbers. Priceintelligently surveyed SaaS founders and found out that companies that started in 2011 faced an average of 2.6 competitors in their first year of business. This number increased to 4.8 in 2013. 3 years later a business in its first year had 9.7 competitors.

            Branding agency

            The increasing level of competition leads to higher expectations of customers. The quality of products and features hereby are the main players.

            SaaS is birthing more SaaS. This is caused by people starting their own SaaS products. Many engineers quit their job at startups and start their own companies. This is not an uncommon event.

            There is a lot of information about SaaS businesses online. A lot of people who founded, funded, work or worked at a SaaS company like to share their experience and tell people how to start their own software company, run and grow it. This is usually done through blogs.

            You should always keep in mind: increasing competition affects each and every area of your business.

             

            So let us speak about the importance of branding in a highly competitive market.

            You may wonder how can even branding help my company to succeed? Building a strong brand alone for your Software as a Service helps you to set your business apart from competitors.  It may seem too difficult to measure the effectiveness of a solid branding related marketing strategy, it is worth it. Keeping your brand at the top of the mind of current or potential customers always has its benefits. Your brand name becoming recognised in your niche will help you to be known as a dominant player in your market.

            Branding may sound easy but it definitely is not. Especially when you are better at leading your SaaS company. Many businesses in that market hire branding and marketing agencies such as 3 Colours Rule to create an iconic brand.

            When your Software as a Service is branded correctly, customers will know the importance of it. Clients want and demand a practical and remarkable experience from software. By branding it, you will show how valuable your service actually is.

             

            Putting the focus on the value you are delivering to customers is the key.

            How will your SaaS make their life easier? The remarkable experience you will give your customers should be the frontrunner. Focussing on new tactics and marketing channels for SaaS have their place as well to achieve success. However, branding is the one that will help you stand out and get noticed on different social media channels, blogs and websites

            By giving customers a good experience they will help your company to gain credibility, trust and you will become familiar with many more people. Giving your customers this great user experience will also boost loyalty and they will keep returning back to you. However, if this experience is not good, you will lose the great results you could have achieved. Branding is important. “You miss 100% of shots you don’t take”. And branding is one you definitely should take and need to take for your business to be successful.

            Of course, marketing and branding are about building a connection with your target audience on a personal level. Once you have achieved that, you will resonate with them on a much better level and they will become more willing to find out about your products or services. A lot of businesses actually struggle with this brand recognition but once they get it, they are much more successful. Reaching out to people on a mass number is not a problem for them anymore. Once you get this recognition, the focus on interruption marketing can be eased as people will seek you out. They will keep your brand in mind and search for you on Google or even type in your website link to find out more about your offerings.

            The biggest advantage of brand recognition is the trust that is followed by it. Customers will view your company as a trusted source for high-quality products and services and will, as mentioned above, be emotionally connected to your brand. Most of the time, word-of-mouth follows. Customers will tell their friends, family, colleagues and many more people about your brand. This level of recognition is the goal of every business.

             

            Once you establish your brand, consistency is very important.

            Promises that are made have to be kept. If you do not keep them, you will lose the trust of your customers or potential ones. Getting that trust back a second time is nearly impossible.

            It is easy to get caught up with the excitement of running a business and not realise how much it takes to get things up and running well. Most entrepreneurs find it more difficult to attract customers than they anticipated. Here is the easy three-step process that you can use to get more customers, scale up your business, make more money, and attract your dream customers.

             

            Phase 1: Distinguish

            Every company needs to articulate their uniqueness, to distinguish themselves from the competition, and to attract and convert more prospects into clients.

            Phase 2: Attract

            People love to buy brands, when we are faced with too many options we go for what we know.  A great brand can signify quality and inspire confidence.

            Phase 3: Convert 

            People don’t know what they want until you show it to them. When you listen to their problems your prospects will listen, and when you talk about the solutions your prospects will buy. When you get this, it will change your life forever.

            Our agency provides success-proven solutions for every stage of your customer relationship building following our successful brand growth methodology. Contact us today!

             

            Liked this article? Why not read “Why brands fail”

             

             

            If you would like to receive a complimentary brand assessment with the 3 Colours Rule agency

            Would you like to find out what is preventing your brand from achieving your business goals? What if during a 30min call with us we could identify the areas of your brand that need improvement so that you can attract the right clients? We will use our D.A.C. (Distinguish, Attract & Convert) (explained in our YouTube video) growth system to swiftly evaluate your brand strengths and weaknesses. We will provide you with directives and your brand score so you can measure your progression. 3 Colours Rule will help you find your USP that resonates with your audience.

             

            Contact our Branding Agency today!

            Why brands fail

            As a branding and marketing agency for technology companies, we have seen how most businesses failed. Here are the reasons why brands fail.

            7 in 10 businesses fail within 5 years. The reason: Branding.

            So simple yet so difficult for most businesses. Why do brands fail is the question the top management of organisations ask themselves. Most businesses realise their company has failed after they give up the firm. During the process, no one really notices that the brand is not doing well. Let’s have a look at the history of branding provided by Marketing91:

            In the past, the market was product and manufacture driven. With the increasing industrialisation businesses that had good salespeople were the market leaders. The more the market moved the more the importance of marketing and branding was clear.

            Businesses started to point out their uniqueness with their marketing strategies and with that their brand value increased. With the growing value, consumers had more expectations. Whenever a business did not have the right move, it failed.

            The main purpose of a brand was to differentiate organisations from other businesses. A tech company, Intel, was the first one to brand its microprocessors and had huge benefits from it. Microsoft beat IBM due to its marketing potentials, Apple beat Microsoft’s brand image by bringing new products and marketing itself as “Innovative”. Products themselves took the backseat and brands sold the products. The right branding allows you to sell an average product. The success of a business heavily depends on branding. However, when a product does not meet the expectations, then people are quick to blame the branding department.

            Tata Nano is a good example of this. The car was disliked by many people as for them a car is a luxury and Nano’s looks and performance were not as good as it was branded to be. So when the car failed to be a hit, Tata blamed themselves and said the marketing of the car was not done in the right manner.

            A couple of reasons why brands fail: 
            • The poor product that does not meet the expectations of the audience
            • Brand recall value drops: Customers slowly move to another brand because they cannot recall a business’ brand
            • Too much expansion with fewer resources: Example Samsung – the company does fairly well and leads in the market however the demand for their cameras and air conditioners has failed
            • False marketing: A brand is a promise and if that promise breaks, you don’t have a brand
            • Over marketing makes your brand come across as too common
            • Your brand might seem irrelevant and one aspect is technology. Having a look at Nokia you can tell it became irrelevant because it did not want to offer the newest technology to its consumers. Android was ahead of the game at that time.
            • Increase in competition
            • If your service and post-sales customer experience is not good it will affect your brand and might cause it to fail

            Another major reason is digital transformation. Many customers gather information online from social media, blogs and so on. B2B businesses have a hard time thriving with their social media presence.

             

            Mistakes B2B businesses make:

            #1 Not having a clear strategy

            Most B2B businesses use social media because their competition does. They do not have a clear strategy and just try to be active because someone else is doing it too. This approach may seem good in the short term, but in the long run, it never works out. If you post only to be active on socials, how are you able to find out if it is benefitting your business? The way to find out how social media is meeting your business goals is to have a proper strategy.

            Your strategy should include:

            • Goals you want to achieve
            • How to achieve those goals
            • Track your performance with KPI’s (Key Performance Indicator)
            • How will the goals impact your overall business goals
            • Identify resources and tools that will help to achieve your goals

             

            #2 Authenticity and transparency

            Being able to offer connections between brands and customers is what makes social media powerful. In the B2B market, consumers always expect the truth. In a world with a lot of fake news and privacy issues, customers turn their back to brands if they fail to be authentic and transparent. According to Sprout Social’s Social media and the evolution of transparency report, 86% of people are likely to take the competitors product if the transparency of a business is lacking on social media. 81% of the customers think it is the responsibility of the business to be transparent.

             

            #3 Targeting the same audience on every social media channel

            Posting the same content on different channels is a common mistake business make. Every social media channel has different demographics such as age.

            • LinkedIn: 36% are ages 18-29, 34% are 30-49, 28% are 50-64
            • Twitter: 36% are ages 18-29, 23% are 30-49, 21% are 50-64
            • Facebook: 88% are ages 18-29, 84% are 30-49, 72% are 50-64
            • Instagram: 59% are ages 18-29, 33% are 30-49, 13% are 50-64
            • Pinterest: 36% are ages 18-29, 34% are 30-49, 28% are 50-64

             

            #4 Talking about yourself only

            Social media is about being social. You are supposed to build a relationship with your audience. If you fail to focus on your customer and focus on yourself only your social media strategy will fail. Obviously, pushing your content is marketing, however, this might backfire on your social channels. Customers expect more value than just hearing about your achievements.

             

            #5 Not understanding the ROI of social media

            In fact, this is what experts struggle at too. Social Media does not directly relate to sales. It is similar to online shopping. People check products on the websites but not necessarily purchase them. It is also important to note that you need quality content. This could be videos, animations and pictures. Understanding the ROI of social media will surely put you on the right track.

             

            #6 Failing to invest time and effort

            Social Media strategies take time to work. If you have someone working 25 hours a week to post on your social media channels and expect him/her/them to make you go viral you are wrong. It is a long-term strategy that takes time to unfold its true potential.

             

            #7 Not evolving

            Businesses tend to be slow with catching up on trends. Social media is very quick to change the topics people talk about. The flexibility of a brand is important to be up-to-date with topics relevant to the business.

            Last but not least, pointing out the difference between marketing and branding can be helpful for some businesses. These two get confused most of the time. They are the same but different. Both go hand in hand, however, they follow different goals.

            branding Agency

             

            We build strategies for technology companies and help them become the leader in their market. We hate seeing brands fail due to simple reasons!

             

             

            Liked this article? Why not read “Importance of diversity”

             

             

            If you would like to receive a complimentary brand assessment with the 3 Colours Rule agency

            Would you like to find out what is preventing your brand from achieving your business goals? What if during a 30min call with us we could identify the areas of your brand that need improvement so that you can attract the right clients? We will use our D.A.C. (Distinguish, Attract & Convert) (explained in our YouTube video) growth system to swiftly evaluate your brand strengths and weaknesses. We will provide you with directives and your brand score so you can measure your progression. 3 Colours Rule will help you find your USP that resonates with your audience.

             

            Contact us today!

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