This week I participated in a theoretical discussion with some folks regarding branding. There was a lot of discussion around the importance of the brand, creating the brand, positioning the brand, having a vision for the brand… I could go on. Needless to say, me and the VP of sales were on the same wavelength – we have to have a product to sell in order to brand it. For those that know me, I am a very pragmatic person. Simple, straightforward, roll up my sleeves type of gal – I like theory, but I love practice. I understand the importance of branding – but when it comes to B2B tech products, what comes first the product or the brand?
I believe in Brand DNA – the concept that your “brand” must be part of your genetic makeup as a company/product/service/person in order for it to be authentic and impactful. The most successful companies have built thier brands making sure that it is part of their cellular structure – either by nature or by nurture (i.e. indoctrination). And, of course, they need to deliver on that brand promise – whether its my favorite coffee ritual at Starbucks or joining the cool club of iPhone owners. Every time I encounter the brand, it sets an expectation that the company must deliver on. If they don’t, it tarnishes the brand and they lose credibility.
The same thing happens with technology in the B2B space – we need to deliver the goods, fulfill the promise, make it work. If the service, software or hardware we are touting doesn’t do what it purports to do, that hurts the brand. At the same time, if the service, software or hardware we are touting doesn’t do it YET, that’s still a broken promise. Many tech companies make this mistake – branding for something they will be, and not what they are. It’s good to have aspirations regarding your brand, but its dangerous to over promise and under deliver.
Just like people, brands can evolve. As long as you set on a course, a trajectory, the progression of the brand can be built over time. If it’s radical change, it may not fly, but if it’s building on a strong foundation, customers will be more receptive. And if your company/product/service aspires to be more than it is today – make that change first, then shout it from the rooftops.
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