Making an IT company act like a brand is no easy feat. However, creating a perceived value for your products and services is crucial, especially today, when consumers are scrutinizing every aspect of IT products (packaging, logo, color scheme, box type, etc.).
In the spirit of Apple (Think Different, The Notebook People Love, etc.), HP (Make It Matter) and nearly every IT product marketed to consumers, company owners are considering the idea to invest in physical branding to not only convey who their company is and what it can offer, but also to ensure that business customers remember the experience it provides.
Thoughtful IT companies recognize that promotional efforts which strike competitive advantage based on speed are beneficial in the short-run, but there is a need to balance branding efforts with product outlook to build a sustainable, long-term advantage.
When IT consumers find it challenging to sort through conflicting claims and the barrage of information thrown at them, they rely on branding to reduce perceived risks, cut through the clutter, compensate for the uncertainty and make a purchase decision. Branding is used as an extension to the product offering in order to excel beyond the set of features.
Where is it heading to?
IT can be viewed as behind-the-scenes, but some CEOs are recognizing that they could transition that innovation into creativity that appeals to the consumers. Many companies, as a result, have used slogans and logos to communicate their brand. Graphical depiction of IT products, especially for high-priced IT products, can reduce the gap between the general perception of an offering and its actual value.
Another way branding can be incorporated in IT products is through packaging. Dell has been a great example of innovation in packaging. An example is the mushroom packaging, which is based on biotechnology. Likewise, Apple has been a leader in promoting its brand via packaging; its iPhone and iPad packaging shows a life-like image for the products inside. The packaging for Apple Watch is also top notch, like packaging for all other products made by the company.
Custom Boxes Now designs show that companies in any industry can take advantage of specialized designs for their packaging. An IT company shipping products to another country have the option to select from a variety of styles for corrugated boxes, from RSC (regular slotted container) boxes, which serve as standard shipping boxes, to boxes with a greater range of strengths. As a result, it is possible to utilize a packaging company’s experience in design and printing to get the best custom box packaging for your customers.
Apart from these strategies, IT companies are also presenting their personality to customers via retail store branding. Flagship stores are excellent for creating strong brands and taking up presence in new markets to make an immediate statement. Their presence stands for commitment, confidence and showmanship. Huawei took a leap when it opened up its flagship store in Singapore. Apart from the usual showcases of technology, it went a step further by decking the store with stations that revolve around the themes of home, play, and work; a perfect way to tell consumers how the brand can fit in different aspects of their lives.
Bottom line: In the competitive world of technology, branding is an important component to generate awareness amongst consumers. It will also serve as a measure of value, differentiating your products from others.
Great article but I have take it a step further and say that branding goes far beyond logos, product depictions, slogans and packaging. All those things are simply tactics. Apple’s packaging is sublime, but it’s only a reflection of a much larger idea – simplicity. It’s one of the core values of the Apple brand. The products do what they’re supposed to do with minimal effort on the part of the user. And they look gorgeous – design being another pillar of the Apple brand.
When a company knows what it stands for and how it want to be perceived in the consumers mind, then it can craft the physical aspects of it’s offering to reinforce that. But not the other way around. Slick packaging and a catchy tagline are no substitute for a true brand promise and these days consumers can spot the posers a mile away.
Invest in packaging. Develop strong language to differentiate yourself. Create a unique visual identity. Just make sure there’s a clear, focused idea behind it all.
Otherwise you’re signing checks for some very expensive window dressing.