As a general rule.
Tech Startups can’t build brands.
And the reason that Tech Startups can’t build brands.
Is because they are really good at building software.
Software and Trust.
There is a big difference between:
Building a piece of software that delivers on the promise it is making.
Building a piece of software that audiences trust will deliver on the promise it is making.
Good Tech Startups focus on getting the first bit right.
They make software ‘work’.
But they are generally really crap at the second bit.
The building brand and building trust bit.
So they never, ever maximise.
In terms of value, user take-up and long term growth.
My comments are.
General comments about brand building in any sector.
But it’s particularly bad in the world of Tech Startups.
Hence the focus of this story.
Tech Startups think that getting the software right is all they have to do.
And they’re completely wrong.
Get your team mix right – from the start.
Or get someone like me in to sort it out.