How to position your brand effectively in the tech market?

As a tech company, branding is one of your most precious assets. Indeed, the way people perceive your brand is your top priority. One of the key components of your brand strategy is positioning. Positioning will allow you to stand out from the crowd of competitors. Your prospects need to understand why they should buy your products as much as why they should not choose your competitors over you.

There are 4 key questions that you must answer to have an effective strategic positioning:

  • What you do
  • How you do it
  • Why you do it
  • Who you do it for

This article explains how to effectively define your own brand positioning in the tech sector.

How to position your tech company effectively: What do you do?

What you do is the core of your business. Prospects that come to know about you must know what you exactly do. The easier they understand, the better it is for your brand to stand out. In the tech sector, it is even more important to provide your prospects with a clear explanation of what you do.

Let’s take the example of a successful London technology start-up:


Emotech created a robot, Olly, able to learn from your behaviour and tastes and adapts its tone of voice and personality to you.

Having a clear definition of your business is a plus for your prospects, especially in the tech industry. The quick overview you can find on a homepage must be detailed on your website.

You should always have unique selling points that your competitors can’t offer. Moreover, what you don’t do is equally important. Michael Porter from Harvard Business School said: “The essence of strategy is choosing what not to do”. For example, if you created an app, you have to decide if you are going to make it available nationally or internationally.

How to position your tech company effectively: How do you do it?

The more unique your “how” is, the more unique your brand will be. How you achieve what you do is part of your brand strategy. This could be a working method, or in tech technical details about how it works.

Most tech companies explain how their technology works. Thus, they appear unique to their prospects. For example, B Secur has an entire page explaining how their product works.



B Secur works in the cybersecurity sector and developed an algorithm that can identify people through their unique heartbeat.

When you are in the tech sector, your innovation or process is one of your most important assets. It makes your brand unique and increases your value.

How to position your tech company effectively: Why do you do it?

What is the reason you started this business? Your reason shouldn’t only be profit. Most of the time, an idea comes from an ascertainment. Your business should answer a problem. If you answer an unsolved problem, your positioning will be unique. But most of the time, several solutions are offered to answer one problem.

In any case, you must understand the most relevant problem and articulate your brand as the solution. In other terms, why do you do what you do?



When Borrow My Doggy shared its business purpose, the founder talks about her story. After taking care of a neighbour’s dog, she realised that there should be a lot of dog lovers that could do the same for free. She enjoyed a nice afternoon at a park and decided to launch her own dog-sitting platform: a platform where owners and dog lovers could meet and help each other.

How to position your tech company effectively: Who do you do it for?

Everyone knows a good positioning means having a specific target audience. You have to define precisely who is going to be the most likely to buy your products or services. Thus, you will be able to focus on the right targets and increase your reach.

Here is an example:


As you may guess from this homepage, Azoomee is a software company for kids. Their target audience is even more precise as “Azoomee is for primary school-aged kids of 5-11”

Nailed it? Well, complete this short exercise

Fill in the blanks and create your unique tech positioning.

For (Who)… , we (What)… , by (How)… , because (Why) … .