Why the Best Brands Act Like Tech Companies

tech companies

Everyone’s in Tech

Today, it’s not a question of tech vs. non-tech. At the end of the day, every company is a technology company.  This means it’s time to throw away preconceived notions about what tech companies are, what they do, or where they do it. Technology companies don’t only thrive in Silicon Valley. Technology companies aren’t all as big as Google. In fact, you don’t even need to sell technology to be a technology company.

It’s not always about the product. It’s about how you do business, how you compete, and how you offer the most meaningful value to customers. It’s about embracing opportunity and fueling business with disruptive innovation.  And today, this all comes down to tech.

There’s a reason why innovation is at an all-time high, disruptive technologies are more disruptive than ever, and new competitors constantly emerge, enter, and shift the ever-expanding landscape of technology. And companies that don’t act like technology companies are lagging behind. And at the end of the day, in today’s increasingly digitized and hybridized world, everyone needs to act like a tech company in order to compete.

Embracing The Best Qualities of Tech Companies

Ignoring what’s happening at the top tech companies of today is only going to hurt your business. Across the board, all businesses have to work to stand out, gain and keep competitive edge, offer new value to competitors, and agilely compete in and against shifting markets. There’s a lot to learn from the way successful tech companies are approaching their business and their brand. So let’s take some plays from their rulebooks.

Following Suit

Brands that follow the rules of the best tech companies are finding success. So embrace it and own it. Here’s how:

1. Constantly test, learn, and adapt:

Businesses are constantly looking for new ways to understand, reach, and connect with the people important to their success. For many top tech companies this means constant research and testing. But it never stops there. Integrating these findings and insights, learning from them, and tailoring the business and brand towards successful solutions is a constant task. Because customer expectations are evolving at rapid pace, being able to keep up with current needs and adapt accordingly is key to staying competitive in any market today.

2. Be agile and flexible:

Many brands need a new, more agile approach to address the changing dynamics of market and businesses and stay ahead of the competitive curve. Agility is the new norm. Flexibility is a requirement, and fast is the new normal pace, especially in times of growth. People want brands that can anticipate their needs: built for them, catered to the ways they want to connect with and experience the world, and able to move fast with (or often times, ahead of) their shifting desires.

3. Innovate, never imitate:

The top technology companies of today aren’t successful because they accepted the status quo or followed along the path of competitors. Asking questions, challenging long-held assumptions, and focusing on innovation can fuel real, transformative change for businesses. Curiosity, a focus on learning, and collaboration are one of the best ways your brand can power innovation. Look for problem solvers, big thinkers, and people unafraid to ask questions to help build a brand that is more innovative. Innovative brands today stand out and constantly move forward with momentum.

4. Identify needs and create meaningful value:

Top tech companies aren’t at the top simply because of their product or service alone. It’s about how they communicate their value proposition. There are endless businesses that are great at creating new products and services. However, most of these businesses struggle because they are unable to craft a value proposition for their offering that stands out from their competitors. These are the business that quickly fall off and lose competitive edge. This is because products don’t have real value unless the value is fully realized by customers themselves. These means winning brands understand customer needs and know how to communicate their value in a meaningful, impactful, and persuasive way.

5. Look toward the future:

Brand relevance relies on looking towards the future. Top tech companies understand that success today does not guarantee success tomorrow. They build their business for the future and map their brand towards these goals, objectives, and greater visions. Brands that aren’t designed for the future simply cannot compete in an ever-evolving digital landscape. In order to stay relevant, stay forward-thinking.

Maximum Impact

There’s a reason why the best brands are not only embracing technology but acting like tech companies. See how you can apply some of the top practices of thriving tech companies today to the way you approach your business and your brand, no matter what industry you sell in. By moving faster, with agility, and more dynamically, we believe you will be able to offer more meaningful value to the people who matter to your brand – making your brand more impactful and your business more competitive and positioned for success.

Emotive Brand is a San Francisco brand strategy agency.

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