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The IT sphere: a strategy for shaping a positive image
The IT sphere is actively developing, and the demand for its products is growing rapidly. Every day new startups and their products appear in the world that allow improving activities in this or that segment, automating processes, or increasing the comfort of life. Despite the fact that many of these solutions are really useful and have great potential, not all of them become popular and are in demand among consumers.
Why does this happen? The answer is simple: IT-companies pay little attention to promotion and branding, which are proven methods to strengthen positions in the market.
The social network LinkedIn, which helps in finding and strengthening business contacts, notes the importance of branding for business development. It has developed its own strategy for creating a company image, these cases are used to promote LinkedIn itself and are freely available to other businesses. An important point is the mission and the development of naming. The first one for LinkedIn is to bring together professionals from different fields. The naming also follows this mission – in translation, the name of the portal means “united”. Another key point is the search for a corporate identity – logo, corporate colors, and fonts. All the requirements for these elements are clearly regulated in the guideline, thanks to which the LinkedIn style has no duplicates, and any hints of copying the logo are suppressed through the mechanisms of copyright protection.
The application of brand positioning can be analyzed using the example of Oracle Corporation. This approach has three principles that help build trust with customers. At Oracle, marketing goals are always coordinated with social goals, so that directions do not contradict each other. The company pays special attention to experts and their recommendations. In addition, Oracle regularly introduces new options for monetizing traffic, but with social values in mind. Also, the American developer creates individual positioning strategies for each of its products, aimed at a particular target audience.
No less important for the IT-company slogan, for example, in Google it is “don’ t be evil”. Through it, the corporation conveys the desire to avoid conflict of interest and demonstrates the absence of bias in its activities.
Branding should take into account the target audience of the company, each category of users may have different needs. Therefore, it is important to understand what age, social status and expectations users are of the most interest for the company. Thus, it will be easier to convey the benefits of your product, if you influence the group of people who will initially be interested in it for several reasons.
Developing branding for an IT company should be based on the purpose of the activity and understanding of how its products can improve life.