The tech landscape is a vibrant and changing ecosystem where brands are required to build specific relationships to garner respect, authority, and loyalty. With fickle attention spans and a big crowd, the best way to stand out and build lasting value is to focus on developing the vital relationships that every tech brand should prioritize, instead of chasing viral trends or spamming hashtags.
Collaboration for innovation
Back in the day, there was a technically superior video format called Betamax. Unfortunately, due to the closed ecosystem, this video format ended up getting swallowed by VHS. In a stark contrast to that situation, Android has an open-source platform that thrives on collaboration.
Between the affordable flagship devices from Xiaomi and the innovative Galaxy devices from Samsung, instead of solely focusing on breeding competition, this field thrives on co-creation. These alliances fuel innovation, unlock new markets, and amplify a brand’s impact beyond its single product or service.
Relationships in authenticity
Plenty of tech brands in the past have decided to release defensive press releases whenever a popular tech reviewer ends up criticizing an aspect of their latest solution. However, a better strategy would be to invite that reviewer to a closed-door beta test of the next update of the aspect they criticized.
This will show that the tech brand is looking to address the reviewer’s concerns and that it has a commitment to user feedback. The strategy also practically guarantees the company will receive a glowing review, later on, which will highlight its responsiveness and transparency.
These kinds of strategies can help tech brands turn potential PR crisis situations into an opportunity to build up their public image for the better. True power lies in authentic relationships with influencers and community leaders, not just chasing trends across platforms.
Connecting through values
Over two decades ago, Apple created a very popular promotional campaign that celebrated dreamers and rebels who dared to change the world with Macs, titled Think Different. The campaign was solely focused on the powerful human narrative, and that’s how it managed to resonate with audiences across generations.
These types of brands understand that emotional connection is the key to lasting loyalty. They weave stories that link their tech with human aspirations and values. It’s not about gadgets and algorithms. It’s about a shared vision for a better future, inspiring customers to identify with the brand beyond simple functionality.
Listening, learning, and implementing
The tech giant Nokia has been operating across various markets for over a century, but its flagship mobile phone and subsequent potential solutions ended up getting dethroned from that place due to the company’s inability to adapt to the new era of smartphones.
In contrast, Spotify’s continuous split testing and user feedback-driven iterations transformed it from a niche music streaming service to the global audio giant they are today. In the chaotic tech landscape, agility and responsiveness are not luxuries, but survival instincts.
Listen to the customers, not just through surveys, but through active social media engagement, beta testing programs, and open dialogues. Embrace criticism as fuel for improvement, and iterate the solutions at lightning speed.
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