Planning Introduction

Successful technology marketing and technology branding begins with a solid foundation of strategic planning that’s intended to accomplish the following:

• Analyze target audiences to intimately understand their needs or wants relative to the particular technology product or service.
• Analyze competitors' brands, positioning, taglines, use of imagery and other elements to determine the most advantageous position to own in the marketplace.
• Refine and prioritize your benefits relative to your customers' needs and wants to differentiate you from your competitors.
• Create a logical product feature and benefit hierarchy.
• Create a positioning statement that offers an effective and dramatic foundation to communicate to the target audience.
• Provide strategic recommendations for communicating your product or service offerings to this market, and determine the need for an improved graphic identity, collateral materials, website and other marketing elements.

Click on any of the links to the right to read more about the planning process.