Branding, part 1: Why standing out in the tech crowd matters

Every company has a story to tell.

And with the managed service provider (MSP) market expected to reach $500 billion by 2032 in addition to tech resellers' positive growth, that story will continue to grow. Social media platforms make it possible to have a two-way conversation, giving way to more than just talking at your customers—you can (and should) now talk with your customers. And despite this ability, tech and IT companies still run into the same age-old question when building a brand: how can yours stand out?

And while you can spend large amounts of money on exciting events and campaigns, at the end of the day, branding, says Jason Williams, creative director at Ingram Micro, is all about a company’s reputation.

“The biggest factor, especially about how people interact with the brand, is its perceived authenticity,” said Williams. “You have to be honest and forthright about what you’re saying. It is a two-way conversation and how you interact defines what your brand is all about.”

It goes beyond logos and your company’s unique offerings—branding encompasses your story and your company’s persona. You may see thousands of advertisements a day, especially if you live in the U.S. So how do you stand out from the crowd?

It starts with your target audience

Today, customers are one of the most powerful elements of building a brand, so it’s more important than ever, says Williams, to truly understand what your target audience wants or needs and to be authentic about this.

“Authenticity for Vans is way different than for, say, Ernst and Young and the people they want to attract,” said Williams. “You have to want to talk to them in the way they want to be spoken to…you aren’t the target audience so don’t treat people the way you want to be treated—treat them the way they want to be treated.”

Nerd out on research

Researching your customers and getting a sense of their needs or wants through events like polls, formal/informal surveys or focus groups can help you get a good idea of where to start building your brand and your brand’s story. Meant to gather candid feedback, focus groups can provide rich data that helps you determine the tech market’s perception, which can help you refine your offering.

Geeking out on all things research can help determine how you move your business in a direction that’s serving the needs of the customer.

Find your (authentic) story

IT business owners are brilliant at solving challenges with creative solutions. But discussing their differentiator doesn’t always come so easily. The answer rarely lies in what you do, but more likely, how you do it.

It can be challenging trying to figure out what sets you apart from other brands, especially when everyone is offering similar perks and using the same color palettes, said Williams. But finding an authentic story on what sets you apart helps lay the foundation for building trust and developing a positive reputation.

“The difficult part is arriving at a brand story that your target can identify with—it takes a lot of hard questions and accepting some hard answers,” said Williams. “You can’t and shouldn’t do it alone—you should hear from your customers because, remember, it’s a two-way street.”

If you’re genuinely listening, your customers, suppliers and associates will share unexpected insights about your brand, says Williams. All things being equal, customers make buying decisions based on the experience you provide. They’re paying for your reputation. These conversations are what yield the golden nuggets.

Finding that unique voice and origin story can kick-start your branding journey and refine what values your company holds the highest. Find out how Ingram Micro can help you stand out in the tech crowd through our marketing services.

Stay tuned for more pointers on developing your brand.

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