How a branding agency can help your product connect with your audience

For many founders and entrepreneurs in the tech sector, communicating what their products or services actually do can be one of the biggest challenges at the beginning of their projects.

Not only this, but doing it in a way that is concise, cogent and compelling can be an equally difficult task. 

Some founders understandably try to do much of the marketing themselves thinking that it will save them time and money, but this means other tasks are neglected and pushed to the wayside. Less time is then spent on focussing on the parts of the business that could actually help the business scale such as networking, investment pitches, outreach programmes and 100 million other things on your to-do list.

This leads onto another question: is the branding of the company or product solid and professional enough to make others stand up and take notice, make people understand what it is you’re offering AND create a difference from your competitors? If the answer’s “no” to any of these, then it’s time to consider some branding or marketing support to help you achieve your growth ambitions.

Outsourcing your branding efforts

In our experience, we’ve worked with many founders who have tried to design their logos or create brand guidelines by themselves or within their own (often limited) teams. They’ve all told us similar tales that their logos have not communicated the vision of their brand, or looked like “a 10-year-old trying to draw the Facebook logo”. This is what a branding agency is for. We have more than a decade of branding experience in the tech sector and can appreciate what it is that founders need when they're starting their companies. They might already have a website and idea of what they’re looking fo,  but are just having trouble taking the time to work on visualising this.

It can also be daunting just trying to think about the best ways of trying to find the right agency or person to help you get your product from vision to fully fledged idea. It’s one of the reasons Phable has tried to stand out and ensure that we can help founders at the point where they need it most, help them with their branding, and take care of this part of their business.

Understanding your product

We’ve heard time and again how founders have been reluctant to engage with a branding agency on the grounds that “they won’t understand the product”. It’s certainly true that there are design agencies out there who are more general in their approach, and will no doubt provide you with a great logo and messaging and leave it at that. However, at Phable, we invite each founder who comes to us to undertake a brand investigation with us. This short q&a session involves us asking you various questions about your company, its genesis, the problem it’s trying to solve, what it’s hoping to achieve, who it wants to appeal to and several others that helps us understand your product and provide the roadmap to get your company or idea to where you want it to be.

Why branding is so important

Branding for your startup is important for a gazillion reasons, but we’ll reduce it to a couple of salient points for brevity. First of all, it creates differentiation. The tech sector is saturated with countless startups vying for attention. A strong brand helps a startup stand out from the crowd and distinguish itself from the competition. It communicates precisely what makes the startup unique and why its products or services are worth paying attention to.

It also helps to establish trust and credibility in the minds of your audience. This is extremely important for tech startups, where the adoption of new products or services often requires a leap of faith from customers to turn away from their favoured brands. 

It also helps with customer recognition. A strong brand makes a startup easily and instantly recognisable to your audience. A memorable logo, unique colour scheme, and a consistent tone of voice can make a lasting impression on customers and increase brand recall. Following on from this is establishing a connection: good branding attempts to create that emotional connection, fosters loyalty and encourages your audience to continue to engage with your product or service.

Finally, it attracts interest and investment, making your startup or service look more appealing to investors. Often, investors are not just looking for innovative products; they're looking for startups that understand their market and how they communicate their value proposition.  A startup with consistent branding and messaging across all customer-facing and marketing material shows that you’re creative, credible and savvy about the business side of things.

Don’t put off employing a branding agency to turn your idea or vision into the viable and successful company you know it can be. Creativity and collaboration are two of the most powerful tools you can have when working on a new idea, and ensure you have the right people by your side to accompany you on this journey.

Contact Phable today and find out how we can help take your company or product’s branding to the next level.