Category: Company News

Six Steps to Maximise Business Opportunities through Christmas as a B2B Tech Brand

Welcome to the merry month of December. It’s the most wonderful time of the year, and you know what that means? Lots of Christmas-themed meals, parties, and business! Whether you’re a fintech start-up or a multi-national tech corporation, now is an excellent time to make sure that your B2B brand maximizes business opportunities through Christmas.

For a B2B tech brand, Christmas can be a challenging time of year. With so many sales opportunities and so many outcomes to track, it is important to maximise your opportunities. By planning ahead and preparing yourself with the right information, you can ensure that your business remains successful throughout the festive season.

Here are six steps on how to maximise business opportunities as a B2B Tech Brand this Christmas:

1. Start Early

Christmas is a time to relax and celebrate, with friends and family. But as a B2B tech brand, you need to be ready when your customers are having out-of-office drinks and putting up their feet.

Santa claus hands is planning and writing on notebook with world map on table for christmas trips

Christmas season comes around rapidly, and campaigns need planning as early as possible in order to maximise potential profit. The key advantages of beginning holiday marketing early are:

  • increasing brand identification
  • providing tech brands with an edge over rivals

Your tech company can earn customer loyalty, resource control, market leadership, and competitive advantage.

Be the ghost of the Christmas future, as early marketing decisions will position your tech brand to be recognised by potential customers and purchasers. As well as this, you will be in a favourable and loyal position from the retailers’ and customers’ perspectives. This is step one in how to maximise Christmas business as a B2B tech brand.

2. Begin with Christmas Relevancy

So, as a B2B Tech brand, how do you stay relevant over the holiday season and make sure that your customers have everything they need to help them make their Christmas wishes come true?

finished Green Animated Christmas Video

One of the most important steps in growing an audience for your brand is staying relevant. Maintaining relevancy is a lot easier when you are focused and consistent on your message.

Staying relevant and keeping up with Christmas content humanises your brand.  As well as this, it demonstrates to customers that you acknowledge this time of year alongside them. Some relevant ideas for tech companies could centre around tech gifts and new year’s resolutions.

For example, Christmas is an excellent opportunity to individualise your customers with relevancy. For 3 Colours Rule, we are a UK-based company; therefore, our content will focus on Christmas cosiness and festivities. Whereas, if your target audience is based in New Zealand or Australia, your content can’t be found around the fires, hot chocolate and wrapping up warm.

Ensure your Christmas content is relevant to your audience to determine your success during Christmas.

3. Giving your Content a Festive Flair 

Whatever your company does, there’s a Christmas version of it. As you get ready for the month of December, don’t forget the holiday spirit. Create festive content that reflects your corporate culture.

Festive content can shape your brand’s image in the minds of key customers, and therefore has a powerful impact on sales. Ensure that your holiday message has a strong theme and is consistent across all channels.

Case Study: Monzo
Monzo adds some festive flair to their standard Monzo card animation every Christmas. As you can see, even by adding a Santa hat and some festive features to your branding, your consumers can automatically see you’re celebrating alongside them.

This simple but effective method rapidly humanises Monzo’s brand and appeals to consumers.

From social media, blogs, or podcasts, creating unique content that brings a seasonal appeal will make your tech business stand out. Christmas is an excellent time for B2B brands to humanise themselves without the pressure of losing their corporate identity and credibility.

The advantages of social media marketing include increasing community involvement and brand recognition. Social media use increases in the days between the first of November and the first of January, showing an overall 26% increase in uploads of videos and photographs (Devon SEO co, 2021).

articleChristmas Sale Instagram Post

4. Santafy Your Email Campaigns

As a B2B Tech Brand, Christmas is a great time to maximise business opportunities with email campaigns. Why not send out some seasonal greetings to your contacts and customers? Make them smile? Put your best words forward and get in their inbox.

Blue & Black Baubles Minimalist Merry Christmas Twitter Post

93% of B2B marketers prioritise emails over social media platforms. Why? Because it’s the most effective. Christmas email campaigns deliver a huge ROI, yet many still miss out on the opportunity. We will give you the tools to make sure yours doesn’t get left behind.

Begin planning a Christmas email marketing campaign to offer and highlight relevant Christmas-themed content to keep your customers engaged. Emails are low costing and only require some creative marketing and festive spirit.

Utilise your emails to send personalised seasonal messages to your most loyal customers. Acknowledge Christmas and make your email content more personal to make consumers feel appreciated and let them know you’re not a Christmas Grinch!

5. Utilising your End of Year Budget

Business man Accounting Calculating Cost Economic budget putting Row and coin Write Finance ,investment and saving concept

It’s the end of the year, and you may have some unspent funds from your annual budget. Rather than carrying this money over to your next year’s budget, use it to experiment with Christmas campaigns and channels.

Did you know that over 95% of companies have an end-of-year budget? The end-of-year spending spree is a great opportunity for B2B tech brands to maximise their business opportunities and increase customer engagement.

You could create a competition for your audience, create a Christmas advert or invest some time into different graphics for the Christmas period. Please don’t lose your budget; use it!

6) Reflect and Prepare for the New Year

Christmas is a time of celebrations and relaxation. At the end of the year, it’s a good time to reflect on all the efforts you’ve put into your business.

Group of happy people holding sparklers at party and smiling. Yo

At 3 Colours Rule, we’re reflecting on how far our agency has come this year. We also take this opportunity to plan for the future and make sure we are in line with our vision. So sit down and conduct a review of your year. Make an assessment of what worked, what didn’t, and how you can grow your business even more in 2023.

Don’t beat yourself up if you didn’t achieve all your goals this year; set yourself some realistic ones for next year. If you want to achieve something, it starts with setting an audacious goal that stretches you and your B2B brand’s comfort zone! Whether it’s focusing on maximising profit, the culture of your workplace, building a community, or strategising, write down some specific goals for 2023.


Overall, here are some top tips on how to utilise Christmas as a B2B Tech Business this Christmas:

Following these six steps will help you maximize profit and reach your business targets for Christmas. Through an integrated approach, you can build brand awareness in your target market, increase sales and maximise business opportunities. Remember not to lose focus, keep your eye on the prize and make the most of this opportunity!

From 3 Colours Rule, we wish you a Merry Christmas and a Happy New Year!

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.

In the meantime, sign up for our newsletter below for weekly updates sent straight to your mailbox, or get in touch with any questions 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. Additionally, discover our branding and marketing academy to support marketers expand their skills and entrepreneurs too. Visit our non-profit organisation, TLA Black Women In Tech, one of the fastest-growing communities for black female professionals and entrepreneurs in tech.  

Branding Agency London

The founder of our Branding Agency London, Flavilla Fongang, is featured in Brummell Magazine

This article will help you learn about the work of our branding agency London we have built over the past 18 years, our founder being featured in Brummell magazine and what inspires us to work every day.

Flavilla Fongang in Brummell Magazine

Flavilla Fongang is a powerful woman, who is an entrepreneur and who has created her own branding agency London called 3 Colours Rule. Our branding agency is revolutionising London’s branding and marketing space.

Flavilla Fongang, the Founder of 3 Colours Rule, the Branding Agency London, has been featured in Brummel Magazine as one of the 30 most inspirational women. In this recent article, Flavilla shares some insight into her journey as an entrepreneur and how she’s grown two businesses: 3 Colours Rule and GTA Black Women In Tech. She also discusses what it takes to stand out in an oversaturated market. If you’d like to learn more about Flavilla’s story and how she built her brand, check out our latest feature in Brummel Magazine!

Flavilla was awarded the “She’s Mercedes” businesswoman award by Mercedes Benz among women such as Sheryl Sandberg, the COO of Facebook. She is the author of “99 Strategies to get customers”. She is also the founder of Global Tech Advocates – Black Women in Tech, the 1st largest organisation of the GTA groups. She published October 2021 “The Voices In The Shadow”. A book that features stories of black women in tech and is distributed to secondary schools for FREE across the UK and Ireland. She is the enabler and is never afraid to challenge the norms.

Flavilla Fongang is a recognised leader in marketing as she created the D.A.C. system and The Beyond Marketing Approach which have helped numerous brands successfully grow their business. Flavilla is the chosen brand advisor for BBC and provides regularly actionable brand strategy advice.

Computer Weekly named her among the top 2 most influential women in tech in the UK.

Photo source: Brummell Magazine, click here to read full article

The future of branding and marketing in technology.

Flavilla and her team have worked with many different types of technologies ranging from Artificial Intelligence (AI) to Augmented Reality (AR). She has seen how digital technology has changed the way we do business, but she believes there are still some things that cannot be replaced by computers or robots: “At the end of the day we’re all human beings.”

We are living in a world where technology is changing at such a rapid pace. The way we work, communicate and interact with each other is constantly evolving. With this rapid change comes new challenges for businesses trying to stay relevant in a fast-moving landscape.

In order to stay ahead of the competition, companies need to be able to adapt quickly and effectively. They need a brand that can help them make sense of what’s happening around them and guide them through the next stage of their growth.

At 3 Colours Rule, we believe that brands have become more than just logos or colours; they’re now about communication, personality and values. As branding agency London, we have to help you express who you are as an organisation and build trust with your customers through your brand identity by creating a unique voice that will resonate with them across all channels – online and offline.

As a Branding Agency London, we are passionate about what we do, as well as helping our great tech companies succeed.

We love working with companies who are pushing the boundaries of what’s possible in their industry and who want to stand out from the crowd. Our team at 3 Colours Rule is made up of creative minds who take your brief and turn it into something more than you could’ve imagined. We believe that brands should be built on a foundation of authenticity and purpose, not just pretty colours or fonts.

We’re committed to helping our clients achieve their goals by creating a brand that makes them feel like they’re part of something bigger than themselves—and we’d love to help you do the same!

As a creative branding agency London, we have built a culture where personal growth and learning are key.

We believe that the best way to grow is by pushing yourself out of your comfort zone. We believe that this will help you become more creative, more efficient and better at what you do.

The best way to get ahead is to make sure everyone has the tools and environment they need to grow. We’ve built a culture where personal growth and learning are key, and we’re proud to say that our team members have been recognized for their dedication to their own growth as well as the growth of their teams.

In conclusion, our Branding Agency London will never stop innovating and innovating. We will work with you to find new ways to improve businesses, in the tech industry. Contact our Branding Agency London today and we’ll help your business succeed.

Some of our Branding Agency London Testimonials:

Love working with these guys. Great team and great service. I had so much fun working 3 Colours Rule. They care so much about my business and making sure I become a great brand. It’s not very often you work with an agency who is so involved. Super creative, super fast and they introduced to so many people to grow my network. Thank you so much uplifting my brand and support.

Carole Finch

Flavilla was a fabulous help when I was setting up my new petite womenswear brand Jennifer Anne. Her enthusiasm and support was invaluable and the design team at 3 Colours Rule came up with a really elegant and distinctive logo that was just perfect for my brand. I recommend the whole team very highly.

Jennifer Ison

3 Colours Rule has trusted me and given me the opportunity to be able to work abroad. Flavilla and her team are friendly and professional. It is an amazing agency that really wants the best for their clients. Flavilla understands what a business needs to be able to grow and thrive.


Read more testimonials of our London Branding agency services >>

6 ways to prevent your tech start-up from failing before you launch

According to CB Insight, there are a variety of reasons why tech start-ups fail, from a lack of funding to burnout in the workforce. Following this survey, 42% of tech start-ups fail. Discover the pre-launch customer validation proof process in detail to maximise the launch success of your tech start-up while saving you time and money.

1 – Initial Problem Hypothesis

One of the major challenges your tech start-up confronts when disrupting a market is correctly identifying the accurate problem you aim to solve; if you can’t identify the accurate problem, your brand launch will experience low buy-in and low customer engagement.

In order to reduce the risk of failure, you need to spend sufficient time identifying and understanding your ideal customers, their needs, pain points and desires. 

As a tech start-up, this is the best moment to make mistakes since you will not have invested in developing your brand and marketing and/or sales. Don’t hesitate to test and make errors early in the customer development process to find the right solution.

In conclusion, validating the problem you solve, matching it with your target market and what you can offer, will help you create the ideal MVP (minimum viable product). 

Do you prefer to watch? Click here to watch the video series on our website


2- How To Avoid Confirmation Bias

Confirmation bias can be described as a circumstance whereby you tend to absorb information and make decisions based on your prior knowledge. This circumstance is one of the leading scenarios as to why your tech start-up may fail.

When developing your brand, it’s crucial to adhere to these guidelines in order to avoid confirmation bias.

  1. Identify the questions and gaps in the market and avoid making assumptions.
  2. Prioritise the key results from your questions.
  3. Develop your hypothesis statement.
  4. Test and measure your ideas in the market.
  5. Analyse, rethink, and build from that.

Do you prefer to watch? Click here to watch the video series on our website

3 – Falsification Bias

This is seen as the exact opposite of confirmation bias and is a circumstance where you deliberately look for proof to refute a widely held opinion.

In order to avoid falsification bias, it is advised to always pose at least one query to clients that could jeopardise the success of your tech start-up venture.

Customers are questioned about the exact qualities or reasons they won’t consider working with your brand. This will enable you to recognise the flaws in your strategy and make the necessary adjustments.

This is a useful activity to discover the validity of your approach, not to confirm your preconceived notions, and to recognise your inadequacies.

Do you prefer to watch? Click here to watch the video series on our website


4 – The Golden Rules to Investigate Customers’ Pain Points

The first rule to investigate your customer’s needs is to never tell them about a new product idea but give a little bit of context to the person participating in the interview. Therefore, be as ambiguous as you can be, this is because you would get more sincere responses from your consumers if you were vague.

A way to do this is to;

  • Ask which approach they are using.
  • Elaborate on the problems you are willing to solve step by step, while doing that put them in context so that the customer can relate to them.
  • Ask how much they pay for it.
  • Ask them what happens if they fail to solve each problem.

This exercise is crucial to your tech start-up success because it gives you the opportunity to interact with your target audience more effectively when articulating your marketing and branding strategy. This enhances customer engagement and brand performance.

Do you prefer to watch? Click here to watch the video series on our website


5 – Validation To Positioning

Strong brand positioning consists of questions such as: whom do you serve? What do you do? And what do they value? Why/how are your solutions different from the competition?

These are the 4 core questions your brand should be able to answer in order to gain favour from potential customers.

Your brand is best positioned to flourish if you can identify your brand DNA and are aware of your vision, core values, purpose, personality, and products/benefits.

Brand positioning is your first opportunity to engage with potential new clients, and it effectively communicates your value proposition to entice inquiries about your services.

Remember the success of your tech start-up is 60% brand and 40% product.

Do you prefer to watch? Click here to watch the video series on our website

6 – The GOSPA Long-term Strategy Model

The GOSPA long-term model developed by Brian Tracy is an acronym that stands for Goals, Objectives, Strategies, Priorities and Action. This model is a significant framework used to successfully grow and scale your business in the long term.

Goals: Identifying the key outcomes you want your organisation and business to attain in the long run.

Objectives: These are viewed as the initial, more basic building blocks that lead to your business’s ultimate, long-term objectives. In other words these are your short term objectives.

Strategies: These can be thought of as the framework and format you intend to use to accomplish your short-term goals.

Priorities: This is viewed as developing a preference scale to determine the most effective activity that will make your strategy successful and bring you closer to your long-term objectives.

Action: The regular tasks that will help you accomplish your long-term business goals.

A successful tech start-up will be one that follows this model religiously and has its values and staff ingrained with your brand’s philosophy using the GOSPA-model.

Do you prefer to watch? Click here to watch the video series on our website

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.  

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!

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    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!

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        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!

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          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.

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