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Rising Above The Noise With Your Tech Brand

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Presented at TechTonic Tuesday hosted by NCTechConnection.
"Rising above the noise with your Tech Brand"
Presented by Diana LaGattuta. Named one of Business Insider's "Most Powerful Women in Mobile Advertising" and Mobile Marketer's "Mobile Women to Watch," Diana LaGattuta Hale is an international marketing leader and pioneer in new media with global experience.

Published in: Marketing
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Rising Above The Noise With Your Tech Brand

  1. 1. Creating Tech Brands that Rise above the Noise Diana@GiantHalestorm.com
  2. 2. Standing out is getting harder and harder.
  3. 3. Increased complexity Shrinking attention spans PR is tougher for startups
  4. 4. To rise above the noise, you have to start with a little company soul searching.
  5. 5. What makes your company unique? ?
  6. 6. What does this company stand for? What does this company stand AGAINST?
  7. 7. Biggest complaint about your industry? What makes you mad? What can you do better?
  8. 8. What problem do you solve? What’s the benefit of working with you?
  9. 9. The answers to these questions lay the ground work for your positioning and messaging.
  10. 10. Can you answers these questions without using jargon or buzz words??
  11. 11. Form your unique POV. Don’t be afraid to be controversial.
  12. 12. Example: Beloved Brands
  13. 13. Don’t be afraid to coin terms.
  14. 14. Example: “Shared Media” Creates a platform for thought leadership and the opportunity to control the narrative.
  15. 15. Next, stop trying to sell to everyone and narrow your focus.
  16. 16. Who is your ideal customer?
  17. 17. Get specific…. Age? Gender? What matters to them?
  18. 18. Getting clear about your ideal customer will help define your brand persona.
  19. 19. It may also help you to specialize and position yourself as an expert.
  20. 20. Web Developer #1 Generic web developer serving all industries. • Speedy • High quality • Efficient • Trustworthy • PRICE Web Developer #2 Web developer serving the real estate market. • Speedy • High quality • Efficient • Trustworthy • Knows my business • Specialized templates • Commands premium PRICE • Referrals
  21. 21. Example: Graphic Design for Food Labels
  22. 22. Naming Your Company
  23. 23. No silver bullet when choosing the perfect name. No guarantees of success if you do.
  24. 24. The best names are… Easy to pronounce Easy to spell Easy to remember
  25. 25. DO NOT ….choose a descriptive name. “Quality Lawn Care” “Tahoe Builders” Difficult to remember Bad for SEO Spend more in advertising to build brand recognition
  26. 26. DO NOT ….choose a word or phrase that is ubiquitous in your industry. “Integrated Systems” “Cloud Computing Solutions” Difficult to remember Bad for SEO zzzzzzzzzzzzzzz
  27. 27. DO NOT ….use an acronym or mix of letters and numbers. “W3i” Difficult to remember Only you will remember what it stands for Same goes for products
  28. 28. DO NOT ….chose a name that is hard to pronounce or spell. “Fage” “Svbtle” People are less likely to talk about you Less likely to find you Research indicates less likely to invest
  29. 29. You can combine a word that is related to your industry with one that is not. “MailChimp” “LeanPlum”
  30. 30. Or blend words. “Pinterest” “Shopify”
  31. 31. Or jump on trends. “NativeX” “DeepMind”
  32. 32. DO work backwards from the sticker.
  33. 33. When to name your company after yourself • It helps people find you in a Google search. • You are the face of the company. • You want ideas & approaches to be known as yours. When not to name your company after yourself • You don’t want to be highly visible. • You want to appear larger. • When you plan to build a bigger company that can run on its own.
  34. 34. What is your brand personality?
  35. 35. Every brand will have a distinct personality regardless of whether you deliberately define it.
  36. 36. Without intention or thought, you’ll end up looking generic and “me too” or worse.
  37. 37. Maybe that’s ok.
  38. 38. Or maybe you are blazing new trails and you want to stand out. Do you dare to be different?
  39. 39. What is the prevailing personality in your industry? Refer back to what do you stand AGAINST.
  40. 40. And consider your ideal customer. Create a brand voice that speaks to them in their language.
  41. 41. How will that be reflected in -What you say -How you say it -What you do
  42. 42. Action steps
  43. 43. Erase half the copy on your home page. And replace it with 4 awesome sentences that describe how you are different.
  44. 44. Kill the jargon. Remove all the buzz words that are over-used in your industry.
  45. 45. Run it by your mom. Test your copy with your mother or someone outside your industry. If its gibberish to her, it will be gibberish to a lot of people.
  46. 46. Become a thought leader. Take your unique POV to your target audience. A consistent flow of byline articles can be much more powerful than press releases.
  47. 47. What makes a great brand? (Research findings from We Are Social) 1. A great brand’s value proposition extends beyond its products. (example: Red Bull challenges peoples’ concept of what is humanly possible.)
  48. 48. 2. Great brands don’t interrupt people. They involve them. (Much of Nike’s success stems from its inclusive marketing.)
  49. 49. 3. Great brands aren’t just differentiated. They make a difference. (People love brands like Toms with a conscience. People value companies like Salesforce that live their values.)
  50. 50. Thank you.

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