Why does anyone care about a brand? And what specifically about a brand would a developer care about? For an informed consumer, a brand equates to value. If we’re familiar or aware of a brand, then we can instantly position it in our minds by reputation, quality, price, and value.
While quality remains the responsibility of the production arm of your organization, you (marketing) control the perception of your brand. You do this using tools like brand building, price, positioning, and communicating value to the consumer.
Creating Brand Awareness
Brand awareness sits at the intersection of creating demand or addressing a need, and promoting the need you’ve created or are addressing. For example, your developer audience may not be aware that they need a text editor until they find out that you offer one that reduces product development time by 10 percent. In this case, you’ve created the need, and to support it, you decide to promote a two-week trial to build brand awareness and perhaps close some sales.
You can put different marketing spins on the approach over time, but the concept remains the same. The vehicles you use to promote brand awareness are familiar — like developer newsletters, advertising, and alignment with thought leaders, to name a few.
The Positivity of Brand Awareness
First, let’s focus on value. Brand = Value, where value is defined as relative worth or usefulness when compared to other alternatives. Value is subjective. For example, both BMW and Ford sell quality products, but their value to the consumer is relative to how much they want to spend. As another example, a degree from a specific university may hold more value for someone whose parents matriculated there. Or Lindt chocolates may be preferred over Hershey based on taste.
Value is also associated with the price of the product. People find value in high-priced products as well as low-priced products, because the price someone is willing to pay is relative to competitive products.
Creating brand awareness relies on content and promotion. If you provide developers with content they crave, they will share it and create the buzz all marketers yearn for. According to Evans Data Corporation, the most appreciated developer content is technical and informative. Developers love to learn new things, so offering tutorials, trials, or references is most effective. The faster a developer can learn to use your product, the more they will like it and promote it.
Shall I Serve?
Central to the need to build brand awareness is delivering it authentically to your developer audience. According to the Evans Data Survey, developers can be reached by mail, email, or web advertising, with a preference towards learning about new brands via newsletters, or via associations with trusted sources. Trusted sources can be anything from an endorsement from a key opinion leader to an evaluation or advertisement in a context-correct developer community newsletter. Context plays a big part in supporting the credibility of content and advertising.
Making it Real
Developers expect content that helps them solve problems, wherever they find that content, whether on D2D community sites, in newsletters, or through references and support groups. Supporting these communities by providing technical and engaging content that solves problems will go a long way toward making your brand and your capabilities “real.”
Developers value credibility, authenticity, references, and support from fellow developers who are aware of your brand. Take a look at your awareness campaign and make sure it maps to developer values. If you need help in developing awareness for your brand, reach out to DeveloperMedia. Our team has the experience and expertise to help you shine the most developer-friendly light on your brand!
Evans Data Corp
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