53 OPINION Humanising Tech
Are you selling technology? Or ideas? Your choice will determine your success or failure in an increasingly competitive tech industry MAKING YOUR TECH BRAND MEANINGFUL
WORDS BY Simon Case and Alec Rattray, Chromatic Brands
lose your eyes for a second and think of Google. What do you see? Perhaps you see an
easy-to-read logo with round, curvy characters. Or bright, friendly, almost kindergarten, colours. A search screen that is clean and clear of the pop-ups and banners that used to clutter other brands’ pages. Or maybe it’s the Google products that spring to mind – maps, music, Gmail? What you probably didn’t imagine was banks of programmers, acres of server farms or huge data pipes running beneath land and ocean – the stu that Google actually does! This is because Google has put great eort, resources and thought into creating the same thing as its fellow tech giants Apple, Amazon, Uber and Slack – a brand that relates to people. These brands don’t talk about processor speeds – gigabytes, terabytes or petabytes. They don’t even talk much about AI. They talk about how they can help, how their brands will enable, empower and set their users free to focus on what they really want to be doing. And while most of us will never achieve the scale of these companies, the principles of good branding apply to all of us, whatever our size.
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