How to Stand Out — 11 Tips to Building an Awesome Tech Brand 2019 | Jupiter and the Giraffe | Blog

Samuel Gregory
Jun 24, 2019 · 12 min read
Photo by Jason Leung

We’re about to discuss how you can start to building an awesome brand that stands out in the tech industry. Let’s start by addressing some common misconceptions about what a brand actually is.

The Groundwork

Understanding What is “Brand”

So given this, how do you start to build your brand? Here at Jupiter and the Giraffe we follow a tried and tested process that enables us to understand your unique proposition, even if you don’t quite know what that is yet.


Types of Positioning Strategies




An exercise you might like to run is to map out your competitors on a chart and where they sit on the price/quality spectrum. The chart may look something like this…

If you’re at the beginning of your journey, this is a great place to start but in some cases, this might call for a reposition. There have been cases of very successful repositions by organisations through developments in the marketplace or an intentional shift into a new market. Repositioning should forever be a consideration for any business looking to lead in the market. This requires listening and being aware of shifts and developments and having a proactive rather than reactive mindset.

We’ll cover repositioning in depth in another post so stay tuned…

Understanding your position in the market via your offering is one small part to your offering. At Jupiter and the Giraffe we’re big advocates of the Onliness Statement (once again developed by Marty Neumeier). The Onliness Statement gets you to not only think about what it is you do but also why you do it. We wrote a blog post about what an Statment is so we wont repeat ourselves, but essentially it looks like this;

[Company Name] is THE ONLY (category)
THAT (differentiation characteristic)
FOR (customer)
IN (market geography)
WHO (need state)
DURING (underling trend)

For context, Harley Davidsons is as follows…

Harley Davidson The ONLY motorcycle manufacturer THAT makes big, loud motorcycles FOR macho guys (and macho "wannabees") mostly IN the United States WHO wants to join a gang of cowboys DURING an era of decreasing personal freedom

You must fill in the blanks but as you can see there are several areas that drill further and further into your niche. This represents your promise to your customers. Your brand should live and breath this promise with every touch point going forward and will likely play a key role when we get to actually creating your brand assets. This is a great exercise in understanding your position in the market. Pay close attention to the “Underlying trend”. This helps you clarify your purpose. At Jupiter and the Giraffe, we run a modification on the Onliness Statement which we feel enables us to facilitate a fun exercise to develop what is essentially your positioning statement.

With all that done, you should have a strong idea about who you are and why you do what you do. Next, you must begin to think about your customers as after all, without your customers your business will fail.

Develop User Personas

If you find that you’re not targeting the right customers (another reason for a rebrand) then we believe it’s useful to create a single person based on a customer that you would like to be serving. You may even want to conduct actual market research to generate these user persona’s if you don’t already have a customer base. User Personas are most effective when they’re derived from real data.

There are many articles you can search for on how to generate user personas so we won’t go into that here but the most important aspect of these personas should be the problems or pain-points that they are having. This is key to making sure you’re serving that customer for a specific reason.

The number of user personas you create really shouldn’t exceed four. Beyond this, you start to lose clarity and focus and your brand will end up appealing to no one. Your user persona should, of course, contain a name. Use a photo of someone you feel best encapsulates the person in your mind so that you can bring this person to life. You can then look at the demographic of your customer — age, sex, where they are from, how much they earn, what they do for a living. You can even find this data out on Google Analytics if you have it installed on your website!

You should make a note of their archetype e.g. “Messy creative” or “Neat and tidy musician”. If you’re struggling to be creative then definitely check out the most common archetypes. You can then look at their personalities. This helps us make assumptions about how they might react in different scenarios. Go into as much depth as you feel is necessary.

Brand Assets/Identity


It’s important to keep your logo simple as simple logos are more memorable. A convoluted logo is more difficult to remember, which makes it less likely for a person to recognise when they see it a second time.

Creating variations can also help optimise your logo for different platforms



Jupiter and the Giraffe’s Colour Palette


There are situations where you may need more fonts but don’t overcomplicate things and only use two at one time. Just be warned, there’s no escaping the rabbit hole that is choosing a font!


Tone-of-voice is where your brands personality shines. It’s where you’re really engaging with your customers and not just any customers, the right customers. Think of three words that best summarise your business if it was a person and use these to develop your tone.

Next steps

A few more helpful things you could work on as a next step that equally portray your brand are…



Graphical elements

Wrap up

Originally published at on June 24, 2019.

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Samuel Gregory

Written by

Founder of Jupiter and the Giraffe, a nomadic web app development studio for future-thinking tech.

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