Technology

An industry in flux

Technology continues to be the driving force behind how people work, live and play. And the companies within this constantly evolving industry are fueled by extraordinary innovation that results in groundbreaking products and services—from the Semantic Web and on-the-fly software applications to cloud computing, social networking and the latest advances in mobile apps.

But these firms also face myriad challenges, including maturing business models, the commoditization of the services they provide and managing growth through mergers and acquisitions rather than organic development. According to PwC UK's Technology M&A Insights 2011, the deal-making fervor that hit new heights in 2010 will continue to accelerate, driven by cash-rich companies and continuing innovation in booming sectors such as cloud and mobile applications.

The consequences of consolidation

This rapid consolidation creates ripple effects across the industry. Top-tier companies that can strategically expand their product lines through multiple acquisitions must redefine yet continue to articulate their brand vision in clear, compelling and fresh ways. In addition, they must effectively integrate newly acquired brands into their portfolios, which can lead to increased complexity in their offerings and confusion among customers and employees who find it harder to understand exactly who the company is, what it stands for and the value it offers.

Smaller and more entrepreneurial firms need to distinguish themselves from the competition to continue to attract investment and grow. Not only must these companies create a sense of differentiation for their products and services, but they must also communicate their unique brand proposition to consumers, analysts and the investment community.

Solving the branding puzzle

At Siegel+Gale, we work with a wide range of companies to help them fit the pieces of their brand puzzle together. We start with purpose—a clear articulation of the difference an organization is making in the world—which serves to guide and inspire employees, and re-ignite their commitment to innovation, inventiveness and creativity.

Once that strategic foundation is set, we articulate a set of brand values and a distinctive Brand Voice™ that captures an organization's unmistakable character. Our expertise in establishing naming structures and building a coherent brand architecture is especially important for any company seeking to maintain its identity as a market leader and manage a growing portfolio of marquee products without brand dilution or confusion.

Additionally, we help brands create compelling and fulfilling digital experiences that are simple, elegant and inspire loyalty. We also develop strong visual identities so that dynamic technology firms can connect with consumers through eye-catching imagery and friendly language.

In the fast-moving and highly competitive technology industry, it's not enough to react to change; companies need to create change to stay ahead. By helping brands articulate their vision and communicate their true breadth and value, we make change work for them.