Software Branding: Introduction

Software BrandingYou can only do branding if you have a million dollars. Only big companies should brand their products and company. Branding is just about the graphic image or logotype.

Wrong, wrong and wrong again.

I just did a quick Internet search on the subject and the erroneous statements above are very common. The most common misconceptions are that it’s expensive, difficult and that it’s all about the looks.

Well I am here to tell you that when it comes to marketing software, building your product brand and company brand are among the most important things you can do.

I am going to do a series of posts about why and how to brand your company and your software, why this is important and what you should think about.

So what is Software Branding if it isn’t about the looks?

Wikipedia defines a brand as

“A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it.”

I find the last part especially interesting – “a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it”.

Stephen King from WPP Group, London says: “A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.” (Aaker in Managing Brand Equity, 1991)

This is the first post in a series. Let me know in the comments section below, what you think, if you have any questions, if you agree or disagree and if there is anything in particular you would like me to cover.

Related posts:

  1. Six Reasons Why You Should Build Brands
  2. Naming Your Software
  3. Benchmark Online Software Sales

Filed Under Branding Software

Comments

13 Responses to “Software Branding: Introduction”

  1. Software Marketing Secrets » Six Reasons Why You Should Build Brands on December 10th, 2007 2:12 pm

    [...] I hope you have read the first part in this series; Software Branding: Introduction, and have an understanding of what I mean by brand and branding. To make a long story short I am not referring to the company/product logotype or slogan. What’s really important is the brand identity, or the associations and expectations that are connected to a brand. [...]

  2. Arun Kanojia on May 5th, 2008 8:14 am

    Hi this is Arun Kanojia from Semo Software Pvt.Ltd.
    I am working on a Business development profile as a interns and wanted to know various ways of branding your software product and services.

    Please e-mail me more details on effective branding techniques for software products and services.

    Thank You

  3. Peter Gillberg on May 5th, 2008 9:16 am

    Hello Arun,

    I wish I had time :-)

    Please follow the series on Software Branding and I will disclose as much as I have time for.

    All the best,
    Peter

  4. Amin Ahmed on December 4th, 2008 1:50 am

    Hi,

    Thanks for the clarifications it is very good. And know we need the steps to make a professional branded software.

    Best Regards
    Amin

  5. Branding teaser - Zavvi - Business Forum - UK Business Labs on December 22nd, 2008 11:02 am

    [...] across this really helpful article that I thought I’d share..can you share any more branding tips? Software Branding: Introduction | Software Marketing Secrets __________________ Mandy https://partner.microsoft.com/UK/pro…empowerprogram Microsoft Empower [...]

  6. Praveenkumar on April 15th, 2009 11:43 pm

    Hi this is Praveenkumar from Vinjey Software Pvt.Ltd.
    I am working on a Business development profile as a interns and wanted to know various ways of branding your software product and services.

    Please e-mail me more details on effective branding techniques for software products and services.

    Thank You

  7. Nishant Singh on June 19th, 2009 5:18 am

    Hi,
    I am working on a Business development profile as an execitive and wanted to know various ways of branding your software product and services.

    Please e-mail me more details on effective branding techniques for software products and services.

    Thanks & Regards
    Nishant Singh
    NIKISA Consultancy Services Pvt. Ltd.
    Bangalore

  8. Aswin Ramakrishnan on July 13th, 2009 2:46 am

    Hello my self aswin ramakrishnan working as a businuss development profile for solution. as part of me i am working in a solution domain and i whish to receive some of the branding technique we can use in the profile

    Thanks@Regards
    Aswinramakrishnan
    Hcl infosystem
    coimbatore

  9. gargoyle on August 19th, 2009 8:48 am

    I am working in a software company. My boss asked me to find ways to branding our software.

    Please e-mail me more details on effective branding techniques for software products and services.

  10. Nasi Shariff on October 21st, 2009 12:42 pm

    We are launching a software for a realestate industry and we need some suggestion for branding the product, where people to rember.
    I request you to kindly do let me know the best idea to lauch the product and do the branding.
    3stepsmedia
    Nasir Shariff

  11. Peter Gillberg on October 21st, 2009 2:02 pm

    Start with your values. What is it that you would like the brand to be associated with? The core values of your brand should memorable and competitive but you must also be able to fulfill these values.

    Best of luck with your launch!

  12. neha on December 20th, 2009 2:11 am

    hello , anyone can help mw what is required to be in software marketing field . what has to get done in this job . what has to be your targets , email me on my id , if anyone can tell.

    best wishes

  13. Article tips on December 25th, 2009 12:51 am

    Hi,

    Thanks for the clarifications it is very good. And know we need the steps to make a professional branded software.

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