If you’re into tech, you probably know your business has to have killer branding to cut through the noise on social. I’m not going to go in depth of what exact deliverables need to go into an effective brand identity. I want to share my thoughts on what a good brand identity means in terms of growing your tech brand in the digital space.
Your Brand Universe - a Marketing Toolbox
From the digital marketing and advertising perspective, having an effective brand identity means you’re clear on who you are and who you’re speaking to. That audience insight paired with business positioning and leveraging your unique value proposition form the foundation for the brand identity, or universe as I like to call it.
As a tech startup, your offering is most likely based on a digital product and that is why developing the brand universe is key for the success of your marketing campaigns.
1. Your Brand Identity visually represents who you are
Very simply put, the look & feel of your brand communicates to your audience what you stand for and what values you represent. Are you an evangelist for simplicity in life or are you in favour of authentic experiences?
2. Brand Identity Universe - your toolbox to build trust & authority
Coherence is one of main success drivers in the digital space. To cut through the noise you need to be consistent with the messages and visuals you communicate to the world.
For example, if your main brand colour is red, your visual assets need to be in line with that. There is of course, room for flexibility but that’s a conversation for a different time.
What should go into your Brand Identity Toolbox from the digital marketing perspective?
1. The right colour
Let’s start with colour. In my opinion, today less is more.
Basically digital is RGB and print is CMYK, and digital has a lot more options.
The colours you choose should be bold but not overwhelming and should be relevant in your space. I have to say I don’t fully agree with the random graphics floating around the internet that say for example that yellow represents happiness. That depends. On what? Your market, the cultural context and in the end personal associations.
The best advice I can share for choosing a great colour scheme is to choose one primary bold colour that’s leading the brand. Supplement it with the secondary colour, also bold and strong. Then add a good spectrum of neutrals that allow for balance.
By the way, I’ve written another article about the impact of colour in business, you can read it here.