Branding is about building a positive emotional connection with your target customer. That’s it.
The great news is that with a hardware company, you have some awesome opportunities, even as a startup.
The name is all over the product!
How to Build a Great Hardware Brand
Branding is a marketing strategy that involves creating a
differentiated name and image in order to establish a
presence in the consumer's mind and attract and keep
OF GREAT BRANDS
Great brands are crafted hand-in-hand with design.
Great brands differentiate.
Great brands make word-of-mouth easier.
Great brands create a strong positive emotional connection with
1. Start with deep research.
Understand your customer and perform your own primary research.
Research competitive products (or alternatives) and how they brand
2. Pick the right name. Avoid being descriptive.
3. Develop a distinctive visual brand in the product.
4. Create a great logo. Place it everywhere.
5. Develop a tagline.
6. Design templates and brand standards for your marketing
7. Write down the brand attributes & key messages.
8. Share the brand attributes with the entire team. Get team buy-in,
and then enforce consistency.
9. Get legal protection for both your trademark, visual branding, and
any distinctive phrases you use to describe your product.
10.Apply your branding to everything: product, packaging, web
presence, and marketing materials.
VISUAL, TACTILE, & AURAL
Design the product with photography & social media in mind.
Aim for iconic, memorable, photograph-friendly, & pleasantly
Think about pleasing the customers senses.
WORD OF MOUTH
The most effective & lowest cost form of customer acquisition is
“word of mouth.”
Your brand and design should make it easy for your users to promote
Social media is effectively user-generated advertising.
SOFTWARE CAN HELP BUILD
A HARDWARE BRAND STORY
Don’t incorporate all of the features at once.
Use Internet connectivity to upgrade your product’s functionality over
Aim to increase your Net Promoter Score over time, with high value
(usually free) software enhancements.
Continuous & free
Help your customers
(naming & identities)
It’s all about building a strong positive emotional attachment to your
Simple. Consistent. Authentic.