We developed our Brand Engineering process to address a very specific challenge. When we meet with engineers, technologists and scientists at second stage innovative technology companies, we sometimes encounter a pervasive perception in the industry: Engineers hate branding, technologists don’t need marketing, scientists don’t care to think about sales. There's a well-worn rut between the science of science and the art of selling it.
That’s based on two things: First, the well-earned reputation of marketers and branding experts as spin doctors, turd polishers and tellers of not-so-true stories, and second, the technologists’ understandably empirical approach to their work and their company prevents them from thinking and talking in the more emotional language of branding.
At Toolbox Creative, our specialty is turning the rut between science and sales into a smooth groove that leads directly to customer acquisition.
Technologists are great at telling the story of their technology. When it comes to telling their brand story however, technologists are fundamentally speaking the wrong language. Translating and distilling tech talk into a cohesive brand story isn’t easy or cheap. But when done properly, it has a huge return on investment — the difference between profitably connecting with customers and developing tech that falls short.
Many midsized innovative tech corporations face the same challenge. You’ve been quietly kicking ass for years. Your company’s big idea is better than the dominant players in the space. Whether it’s an innovative technology, software solution or superior business-to-business product, the challenge is the same: Your brand doesn't look as good as it really is and the right people don’t know the right things about your company (if they know it at all). You’re laser-focused on the tech side of your innovative tech company, as it should be. But when it comes to telling your brand story in a way that resonates with potential customers, you’re not making a connection. That’s where Brand Engineering comes in.
Brand Engineering blends art, science and intuition — converting tech talk into brand love and connecting tech companies with their customers.
Brand Engineering creates a love connection between the technologists and the customer in 3 steps: