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IT product branding: what you need to pay attention to
Technology companies, especially in the initial stages of development, rarely pay attention to branding. However, sooner or later there is a need to create a certain image, and this allows expanding market positions and entering new segments. IT product branding is no less important, and in many cases this approach provides greater efficiency than company promotion.
The competition on the technological market is growing every year. Now it is not enough just to make a quality product, it is important to present it correctly, to emphasize its advantages over competitors and benefits for consumers. Branding and the tools to create it provide all this. To understand whether you need such a thorough elaboration in your case, you only need to ask experts what kind of product they create, and then everything will become clear at once. The answers will be radically different, and for users the picture is even more confusing. It should be understood that the consumer makes a choice to use a particular application or software, guided not only by its functional features. It also takes into account the name, design, reputation of the developer and much more. This is why branding should be taken care of at the early stages of product creation. Understanding all these details makes it possible in the development process to focus on the final goal – the benefit for the customer, as well as the essence of the idea. In addition, branding is a definite plus when looking for investors and demonstrating the development.
The first thing to start with in creating a coherent image of an IT product is its definition. How easy is it to formulate the essence of the development in a few words? Will it be understandable for a wide range of users? To make it as simple and concise as possible to highlight the main idea, it is better to use a generalization. It is necessary to identify the key functions of the product, and from them begin to compose the description.
Next, we should take care about how the communication between the application and the user will be carried out. In this case, it can be implemented through a special functionality – a contact form, a button, a chat with the support service. It is important that the consumer is aware of this possibility and can, if necessary, easily resort to it.
Particular attention should be paid to design. No matter how relevant and useful the product is, it will not be a great success if its design is poorly developed. Depending on the focus of the application, it should have high-quality images, a well-thought-out combination of colors and styles, and a clear interface.
That said, it’s worth remembering that branding isn’t always about the serious. The IT segment gives you an opportunity to be creative in the design and presentation of the product, you need an idea that will catch the user’s eye and then stay with him for a long time because of its convenience.