According to a study by The University of Sydney Business School and Hotwire Australia, tech brands often fall into the trap of prioritizing product benefits over emotional and human connections with buyers.
The B2B Elements of Value Pyramid, as discussed in the Harvard Business Review, suggests that while functional elements are important, subjective considerations, such as reducing anxiety and fostering strong cultural alignment, play a significant role in purchasing decisions.
HBR suggests that while buyers and sellers in B2B companies still spend most of their energy on Functional Elements (Level 2) - elements in Level 3 that focus on the 'Ease of doing business' is where subjective elements begin to step in as strong motivators that can be identified and prioritised through brand messaging to shift buyer behaviour.
"Subjective considerations such as whether a product can reduce anxiety play a large role in purchases."
Sticking to Conventions. Brands risk being bound by sector and industry conventions, which can hinder problem-solving and market visibility.
Additionally, leaning towards the loudest voices in the team can create a groupthink mentality, stifling the identification of the most effective solutions.
Blending In. The tech industry provides a clear example of the challenges associated with brand homogenization. In the early 2000s, many tech companies gravitated towards the color blue in their branding, associating it with trustworthiness, reliability, and technology.
While these are positive associations, the widespread adoption of blue has made it difficult for brands to stand out and convey innovation, leadership, and differentiation.
"The widespread adoption of blue has made it difficult for brands to stand out and convey innovation, leadership, and differentiation."
This approach favors established giants, making it even more challenging for smaller or new tech companies to differentiate themselves.
Blending in with industry trends can have a detrimental effect on consumer recall and recognition. When consumers see a blue logo in the tech space, their minds might not immediately link the logo to a specific company, especially if the logo's design lacks distinct differentiation.
This lack of distinctiveness can lead to reduced brand recall, making marketing efforts less effective and potentially slowing customer acquisition and growth.
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Some companies now use a range of colors and textures in their sub-brand marketing to classify product categories and create a more nuanced expression. By allowing the broader branding system to embrace a wider color palette, these brands can establish more unique positioning and better connect with their target audience.
To leverage visual branding effectively and drive conversion outcomes, Marketing Managers and Directors should consider the following strategies:
By avoiding common industry pitfalls, such as sticking to conventions and blending in with competitors, tech brands can create a distinct identity that fosters emotional connections with buyers and drives revenue growth and customer retention.
Branding decisions should be supported by data and aim to differentiate the company from industry giants, ultimately leading to increased brand recall and recognition.
Some companies, now use a range of colors and textures in their sub-brand marketing to clarify and separated our their offering for greater clarity.
In such cases, the original colors of a master brand may shift to purely monochromatic symbols.
This allows the broader branding system to stretch and widen color concepts for more nuanced expression and unique positioning.
From this perspective brands can better understand and more deeply consider how their offering connects with users.
Our workbook below, provides brands a easy step by step process to build out your brand messaging with depth.
