How These 4 Tech Companies Built a Strong Brand on Their USPs
The tech industry has grown exponentially over the past decade as technology becomes increasingly integrated into every part of our daily lives.
In the US, the technology sector is estimated to include more than 140,000 companies with a combined annual revenue of nearly $1.2 trillion. This has created a highly competitive digital ecosystem, and in order to capture the attention of consumers in this new ecosystem, tech companies need to start out by having a unique selling point (USP). Entrepreneur defines a USP as “the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.” The site points out that unless a brand can pinpoint what makes their business unique in a world of homogeneous competitors, they cannot target their sales efforts successfully. With so many startups failing every year, around 90%, having a strong USP has never been more important. This is especially true in the tech industry, where brands have to compete with some of the most successful companies in the world. Each tech company that has successfully generated a large customer base had one thing in common: they all had strong USPs.
Below are four tech companies that have built strong brands on their USPs.
Apple
Apple’s USP is personalized by the brand’s 1997 campaign slogan, “Think Different” where Steve Jobs talked about how important it was that the brand rediscover its identity. Under his initial guidance and then Tim Cook, Apple has created a strong brand image based on integrated user experience, design, and innovation. People across the world invest in Apple products because they know that they will receive user-friendly products that provide an integrated user experience. The USP of being both innovative and consumer-friendly has made Apple the biggest tech company in the world.
MongoDB
In today’s data-driven economy, the ability to effectively store and organize different types of data has become vital to remain competitive and agile. MongoDB has positioned itself as one of the top tech companies in the data management industry through its document-oriented database models. The company’s USP is providing flexible document-oriented database models, which are easy to use and offer strong scalability and availability features. MongoDB’s document databases are general-purpose databases that can be used in a variety of use cases and industries. The flexible schema allows for the data model to evolve as an application’s needs change. This is achieved by allowing developers to store unstructured or semi-structured data in a JSON-like format. This USP of flexibility and ease of use has made MongoDB an industry leader in data management.
Canva
Accessibility is a key element of Canva’s USP, as users can access it from anywhere in the world through the internet. The tech company also offers a free version, making it available to a wide audience who may not be able to afford the full version. Canva achieves this USP by offering accessible drag-and-drop features and allowing easy addition and modification of project elements like text, images, icons, and shapes. This accessibility has allowed the brand to position itself as the only company offering graphic design tools that are accessible to everyone, regardless of skill level. As a result, Canva has attracted and retained millions of users worldwide.
Unbounce
As we outlined in our Digital Marketing Landscape post, the digital age has ushered in a paradigm shift in how businesses interact with their customers. This has presented marketers with a unique opportunity to connect with their target audiences in new ways. Unbounce allows marketers to build, test, and optimize high-converting landing pages without needing to hire a developer or designer. With the success of companies dependent on the ability to connect with customers, Unbounce’s USP has allowed it to build a strong brand that is used across industries. As a result, the company has been able to grow and move into new sectors. Last year, Unbounce expanded its offering beyond landing pages with the launch of the first Conversion Intelligence Platform. The platform uniquely pairs the brand’s USP with machine learning to increase the conversion rates of marketing campaigns.
With over 90% of startups failing, having a strong USP is vital for the success of a brand. The above four tech companies illustrate how a good, clear USP can help build a strong brand that can become an industry leader.
