How to Tell Your Technology Brand’s Story Through Digital Marketing
Business to business and business to consumer technology, software, managed services and other types of tech companies have a hard time grasping the concept of telling their brand’s story. Additionally, implementing marketing strategies that humanize the brand are often lost amongst the midst of technical minutiae. Remember, your story should attract and intrigue an audience, so make it a good one! Follow these four steps to learn how to effectively tell your brand story using digital marketing - and remember to make it personal. People do business with people they like and trust, so don’t present a one-sided story to your prospects and influencers.
Start from the beginning
Where did your brand come from and why did it begin? You can humanize your brand by emphasizing the values that make your company unique. According to MediaNovak, “Everyone has dreams and visions, so by sharing yours you are inspiring and encouraging your readers to pursue their dreams.”
Technology companies often struggle with relating to their client’s on a personal level, but people will relate to a personal story or brand message. Use your background and personal insights to craft an authentic message. Find your niche and craft your story early on.
Engage and empower
A great brand has a great audience. Use your story to empower and grow your potential audience of people who care about your brand message. The tech industry is filled with loyal and excited customers. Use this energy to empower your audience and engage with them on a personal level. In an article by Jonah Sachs, CEO of Free Range Solutions, Sachs points out that big brands with a memorable story, like Nike or Apple, “didn't talk about how great they were; they talked about how great their audiences could be. That's what excites people into sharing content these days.”
Live to tell the tale
Now that you’ve crafted your brand voice, live your life! Always follow your values and never stop looking at the big picture. Being a part of something bigger, like mentoring in the community, is a great way to live your values and build your brand at the same time!