Building a brand is primarily to think about people.
The people that use your products, the people that buy your products and the people that develop and build your products. If you have read the previous sentence carefully, you noticed one more thing - the word "products" is ubiquitous there, and that's because the product is a building stone for a technology brand.
The company I work in (Reckon.ai) has a great product that is completely focused on delivering fast and frictionless autonomous shopping experiences to people. From the get-go, we developed a product focused on increasing availability (easy to setup at different locations, open 24/7) and eliminating queues (nobody really likes them).
We understood that the best way to achieve this was to harness the sheer power of AI (speed, scale, routine) and the behavior-centric approach of design thinking - so to combine technology with human nature.
Our brand proposition ("Enabling AI-Powered Shopping Experiences") then became more than a simple brand proposition - it became an internal motto on how we (the people that develop products) commit to building a better life for you (the person that will use a microstore powered by our software). It states the belief that if one is people-centric then one can use technology to improve daily lives in a human way.
Original article on Linkedin
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