Estás planeando incorporar nuevas tecnologías en tu estrategia de marca. ¿Qué debes tener en cuenta primero?

Recognising your objectives—what do you desire this new technology will allow you to accomplish? Knowing your objectives will help you select the right technology, if you are expanding your customer base, enhancing your offerings, or increasing the efficiency of your company. Consider your budget next. Make sure you have the money before investing in any technologies as they can be costly. It is advisable to consider the compatibility of this new technology with your current systems and procedures. Will it be easy to integrate, or will it be difficult to use? Remember your team as well. Will they require training to make effective use of this new technology?

As technology becomes an increasingly bigger part of our consumers' lives, it'll be essential to incorporate it into every aspect of a company's strategy, including brand strategy. Here's some starting points: To begin with, its essential to define the objectives clearly. Understanding whether the brand needs awareness or leads or footfalls etc, will help identify the role that technology can play in achieving it. We also want to be very aware of our consumers' relationship with technology to answer how it can be used to engage them better and enhance their experience. Lastly, technology is constantly evolving and so brand strategies that use technology (AI, AR, VR, IoT, blockchain...) will have to be nimble and keep pace. Start today!

As we contemplate integrating new technology into our brand strategy, it's imperative to embark on this journey with a deliberate and strategic approach. Before proceeding, it's crucial to assess the compatibility of the technology with our brand identity and values. Furthermore, considering the perspective of our audience is paramount; how will this innovation enhance their experience and engagement with our brand? Additionally, we must factor in the learning curve associated with adopting this technology, ensuring a seamless transition for both our team and our valued customers. In essence, prioritizing alignment, value, and usability will lay a solid foundation for successful integration into our brand strategy.

Asserting that incorporating tech into brand strategy is essential underestimates the timeless fundamentals of branding that hinge on human connection, emotion, and experience. Tech, while valuable, should not overshadow the essence of a brand or its relationship with its audience. A brand’s vision, mission, and values can resonate deeply without leaning heavily on the latest tech. Focusing primarily on tech risks diluting the brand's authentic message in favor of trends that may not align with the brand’s identity or the needs of its audience. Technology can enhance certain aspects of brand strategy, understanding customer desires, clear communication of value, and the cultivation of trust that truly builds brand loyalty and engagement.

The one thing I've found out about a valuable brand is, that a good brand strategy only works if it triggers a feeling. However, this feeling can only arise if the brand owner has created a clear foundation and positioning with its values, vision, target group and offer. The brand strategy can be wonderfully built on this and implementation, lead generation and much more can be optimized or even automated in many areas using technical tools. How strong is your connectio to your brand?

One of the most important things to consider is if this messes with the core vision and mission of the brand in question. Does the new technology only serve to benefit and stay true to the brand or will there be compromise? New tech can benefit a company on paper by reducing costs, improving efficiency etc... but sometimes its not what the brand stands for. Let's use Bently for example. All of their vehicles are assembled by hand rather than lot's of automation. The reason: Bently positions itself as an exclusive and prestigious car manufacturer where each car in a way is one of a kind. Adding lots of automation may speed up production but you bring in the element that the car is now just a really expensive cookie cutter car.

Considering new technology's impact on competitive positioning is crucial. Knowing not just what tech competitors use, but how it shapes their market perception, reveals gaps and opportunities for differentiation. This analysis prevents mere imitation and ensures your tech adoption strategically propels you ahead, offering unique value to your audience. It's about leveraging technology not just for the sake of innovation, but to genuinely enhance your competitive edge, fill market voids, and meet unaddressed customer needs more effectively than your rivals.

Understanding your capabilities is key when integrating new technology. Assess if you have the necessary skills, knowledge, and resources to effectively utilize the technology. Ensure stakeholder, partner, and customer support, and confirm that your systems and policies uphold security, compliance, and brand ethics. This assessment ensures the chosen technology aligns with your organization's strengths and needs, enabling a smoother adoption and integration process.

Staying ahead in technology means understanding and anticipating market and customer trends. Knowing both current and emerging trends in your industry is crucial for selecting technology that will not only be relevant today but sustainable in the long run. It’s about choosing technology that allows your brand to adapt quickly to changes in customer needs and industry innovations. By keeping abreast of developments and best practices, you can ensure your brand remains flexible and agile, ready to meet future customer expectations effectively. This proactive approach to technology integration is essential for maintaining a competitive edge and fostering long-term brand growth.

Although technology is crucial for the development and evolution of brands, it is essential to remember that it must serve the brand's strategy and, therefore, its objectives. Technology implementation must be justified with a clear purpose and actively contribute to building a more robust and compelling brand.