You can speak for hours on the technology, science and engineering behind your innovative tech company — that’s the technologist’s sweet spot. The emotional and psychological benefits of your technology may be more difficult to articulate. How will you improve your customers’ lives? How will you help them change the world? The proof of the pudding is in the eating, and Brand Implementation is where they start to lap it up.
Now your corporate identity takes shape — from logo, brand guide, website and ad campaign to explainer video and tradeshow presence. Your brand identity should illustrate how you’ll take that thing that keeps your customers up at night and put it to bed. This is where the experiment works and everyone applauds. Customers change their behavior, embrace your brand and the love story begins.
Here is what’s accomplished in the Brand Implementation phase.
Most stage two tech companies have a well-established and appropriate company name. However, if your name is off-target or your company has altered its focus significantly, a rebranding effort could be the perfect time to make a change. Regardless, you’ll likely have new products and initiatives that need naming. We love building brand identities from the name up.
A strong logo reflects your company’s culture and values, and translates across many different mediums. Think of it like a flag you wave to proudly stake your company’s place in the market. The logo design process is informed by both the Brand Assessment and Brand Strategy processes. Our Logo Roadmap walks you through the process, step by step. Our Logo Creative Brief drives the ship. Our logo work speaks for itself. And in case you're curious: Will Toolbox pay for my logo tattoo?
Big or small, every organization needs a brand guide to help maintain their identity. A lot of work goes into establishing your corporate voice and personality, and a brand guide ensures every aspect of your Brand Implementation meet brand standards. A well-appointed brand guide outlines all of the design and brand elements needed to create company communications. It can be a couple of pages or fill a binder, and includes everything from logo usage to typefaces and styles, color palettes, image use guidelines, messaging, tone and the emotions you want your brand image to deliver.
Your website is just one part of your overall online identity. Web identity takes a holistic look at your entire digital presence. Website design, email marketing campaigns, search engine marketing (SEM), search engine optimization (SEO), social media and content marketing strategies are developed to make meaningful connections with your core audiences and give those who love you the tools they need to spread the love.
You could go on and on about your technology, no problem. Editing your brand story down to 60-90 seconds is a challenge. A great explainer video can make the difference between a potential customer connecting meaningfully with your brand or missing out entirely. Our sweet spot is breaking down complex technology into tasty, digestible nuggets. When explainer videos work best, they’re doing just that. On-target scripts, amazing audio and compelling visuals work together to create movie magic.
Never underestimate the power of show and tell. Infographics present complex facts quickly and clearly, helping potential customers process a vast amount of information in a single image. Infographics have a variety of effective applications throughout your Brand Implementation: websites, pitch decks, sales materials and more.
Trade shows are great opportunities to not only capture leads, but also for potential customers to personally engage with your brand, your technology and your talent. It’s an opportunity for those who love your technology to spread the love. Your customers and potential customers are not the only ones there — so are your competitors (often with bigger booths). This is your opportunity to take on the industry leaders and show everyone what makes you different, how your technology is better and why they should care. Trade show booth design is just part of the equation. Trade show strategy goes far beyond the event, starting with with pre-show marketing, planning and training for the event and wrapping up with post-show follow up.
We’re not talking about carpet bombing the county with millions of pieces of junk mail. We’re talking about highly targeted, high quality direct marketing smart bombs. The right message in the right package to the right list can turn warm leads into hot prospects.
Ad campaigns are great opportunities to share the Big Idea with your industry or to launch a new product. One-and-done ads are just that. Your advertising dollars net ROI when your advertising strategy is a powerful arm of your overall brand strategy. We’ll determine your ad budget, target the most appropriate outlets, develop an advertising schedule and measure the results.
Word of mouth is the best marketing, and you can help guide the conversation. Grow your business and gain a foothold in the market before the big players in the space (with their huge budgets) catch up to your innovative technology. To do that, you’ll need to turn customers into brand champions by giving those who love your company the tools they need to share the love. Loyalty programs, marketing communications, content marketing, social and earned media help expand your customers’ love and spread the good word about your brand.