Category: Company News

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 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:



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:



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:


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.

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


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:


        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.

          Press release: Unilever, PepsiCo, Shell and TUI join forces to improve black representation in UK marketing (BRiM)

          Black Representation in Marketing (BRiM) is calling on marketing organisations to sign up for its new framework, after finding 42% of marketing professionals haven’t made any decisions to increase black representation in the past year.

          London Tech Manifesto for the 2020s

          London’s Tech Manifesto for the 2020s is a virtual event, laying out 12 policy recommendations for the next Mayor of London.

          About the London’s Tech Manifesto

          Tech London Advocates, techUK, London First, Centre of London and Here East are hosting The London Tech Manifesto, which is a virtual event. They will look at the future of the tech sector in London over the next few years.

          Alongside the event, Tech London Advocates will publish The London Tech Manifesto which will lay out 12 policy recommendations for the next Mayor of London. It will help to support the growth of tech companies in the capital. In addition to that, it will ensure London is embracing technological innovation.

          Each mayoral candidate will be provided with the manifesto in advance of the event. They will be asked a series of questions relating to the policy recommendations.

          There will then be a series of panel discussions with high profile entrepreneurs, investors and experts to give their reaction. Flavilla will be a speaker at the event!

          Date and Time

          The event will take place on Tuesday, 20 April 2021 from 17:00 – 19:00 CEST

          Click here to register for free and hear how the Mayoral candidates will support London tech.

          Press release: The agency enabling tech startups to launch their tech brand in 21 days

          Tech entrepreneurs and tech startups can now affordably launch their brand in 21 days with 3 Colours Rule, the innovative creative agency that changes the way creative agencies support tech entrepreneurs and startups.
          3 Colours Rule


          The award-winning branding agency, 3 Colours Rule, officially launched this July bespoke and affordable branding packages for tech entrepreneurs to help them gain recognition.

          The statistics are undeniable, only 3 out of 100 tech entrepreneurs make it to their fifth year. The main reasons for their failure are poor brand articulation, credibility and identity in a highly competitive market. 

          To solve this dilemma, 3 Colours Rule decided to design a catalogue of tech branding collaterals that can be personalised to fit the needs of every tech entrepreneur.

          “We really wanted to give tech entrepreneurs a chance to do it right from the start. They have great tech ideas but poor brand execution. Now they can present themselves the right way. This is why we did it, so they can focus on growth, not their brand.” said Flavilla Fongang, the founder of 3 Colours Rule.

          The tech branding packages include a logo, business card, website and engaging copywriting. All the essential branding collaterals tech entrepreneurs need to grow for their business. Thanks to this service, tech entrepreneurs will be able to create a brand identity and strategy that matches their ambition and unique value proposition. 

          For more information about those affordable branding packages for tech entrepreneurs, you can go on this page.

          About 3 Colours Rule:

          3 Colours Rule is an award-winning creative agency specialising in branding, brand strategy and marketing. The company was born out of a burning desire to help great businesses achieve their full potential. Since 2008, we’ve embarked on a journey of passion, with clients who trusted us to make their brands our work of heart. This mission allowed us to grow healthy with clients around the world.

          We use our expertise in neuromarketing and a drive to continuously learn new skills in order to develop your business as a loved brand that connects to the heart and mind of every individual. 


          Press Contact: Ambre Kerleau – or 020 3617 8706

          Company address: 40 Martell road, Office D113, Dulwich, London, SE21 8EN, UK


          3 Colours Rule won the best branding and marketing agency award

          Small and medium-sized businesses are often overlooked for recognition despite the myriad of achievements they make every day. As such, here at SME News we aim to rectify this by showcasing the talent, hard work and commitment of firms from a wide variety of industries nationwide.

          Each and every our deserving winners are selected by a combination of votes gathered from our network of respected industry partners and our own rigorous in-house research. To ensure these awards are a true representation of the very best that the SME landscape has to offer, we leave nothing to chance, carefully scrutinising everything from a nominee’s region to their performance over the past 12 months, their commitment to innovation, their methods and even their competition to ensure that only the most deserving names walk away with one of our prestigious awards.

          Of course, there’s no use winning an award if you can’t shout about it, which is why we’re also committed to working closely with all of our nominees and winners to promote their success throughout their industry and beyond, making sure they gain maximum exposure, reach their target audience and, fundamentally, really benefit from this great achievement. We offer an online winner’s list, supplement and a range of logos, trophies and plaques which are a great way for winners to celebrate and showcase their win.

          Click here to discover who are the other winners

            Newsletter sign up:

            Download our Brand Success Guide for Tech Startups today!

            Discover the steps to tech startup branding success in 3 Colours Rule's Brand Success Guide.