How to Put Real Buzz in Brand 'Innovation'

It’s tempting in a crowded marketplace to make a claim that you’re “innovative” and hope that concept resonates on your word alone. Particularly among technology companies, brands that align with “innovation” are a dime a dozen. There is nothing inherently wrong with the word “innovation,” but in its ubiquity the meaning has become diluted. In many markets, the term has become overused, overhyped and, as a consequence, more likely to be overlooked.
It’s important, therefore, to dig a bit deeper than simply proclaiming innovation to specify how, why and in whose eyes you are innovative—in other words, to project innovation in your brand. The right marketing communications mix can bring life to your innovation differentiator in ways that go above and beyond words, into the realm of active brand expression. By associating your brand with actions, engagement and leadership, you will ultimately participate in more authentic and productive conversations with customers, analysts, media and other key audiences.
The following brand characteristics and actions can bring “innovation” to life for your organization—without ever uttering the word:
1. Brand Differentiation: To make an impact in the marketplace, your brand must be visibly distinct from those around you and must earn a positive reputation among your prospective customers.
One method of achieving this distinction is to gain validation from customers, analysts, news media and other sources based outside the company. Word-of-mouth continues to be the most trusted source for selecting a product or service—whether such endorsements appear online in social media, in print through news reports, or in person.
Another way to differentiate your brand is to directly engage customers. Such a strategy might involve creating a blog or a social media site that invites interaction with customers and prospects or events where prospects can gain hands-on experience with your product.
Groundbreaking campaigns also serve to help differentiate your brand. Creating an impressive experience for the media and/or the marketplace, with eye-catching approaches and themes, can lift your brand’s profile.
2. Thought Leadership: When you evaluate, set or predict trends in your industry, your thinking becomes valuable to those who control your brand: the marketplace and the media.
You can gain thought leadership for your organization by educating customers, providing your own perspective on how your products and services can be applied and showing how users can benefit from them in new ways.
Similarly, by speaking at industry trade shows and other events, the executive you wish to put out front to the marketplace becomes known and attached to the topics about which he or she expresses opinions. By discussing trends with the news media, leaders become quotable sources for their industry.
Often, an organization can express thought leadership by creating its own media and content. Strategic communications that explain the tangible benefits of your product can be powerful; and you can deliver that content through your own white papers, electronic newsletters, op-ed columns, blog posts, and bylined articles.
3. Category Leadership: If you already lead competitors in your business category, you know how difficult maintaining the lead can become as a finicky marketplace discovers new options and as other companies hurry to introduce next-generation technology.
In this situation, groundbreaking campaigns and customer engagement again may be key in preserving your prime position and consistently gaining trust from those who consider your products or services.
4. Category Creation: The most innovative technology companies sometimes discover that the product they’ve invented doesn’t fall into any existing category. (VCRs, word processors and digital imaging were mysteries to consumers when they were introduced.) Creating your own category will instantly make you the category leader and will attract the attention of customers, the media and other stakeholders.
To develop your own category, create your own content with online and print publications that carry your brand message effectively. Educate consumers through online sites, guides and media coverage; and join with established associations that promote your goals.
You’ll find that it takes more than “saying the word” to convince customers and prospects that your business is truly different—and innovative.


Esra Küçükgökçe