Thursday, February 20, 2014

Loving Your Software Brand

You must love your brand. So says Jeffrey J. Fox, the author of the book "How to Become a Marketing Superstar - Unexpected Rules that Ring the Cash Register"

Managing your brand is necessary for success, but it's not sufficient. Being a brand manager results in mediocrity. Unless you understand the value that your software product or service delivers, you'll never be comfortable about the price that you're charging. You'll believe that you're charging customers too much for the application that you deliver.

There are two ways this lack of belief in your brand can be created -

(1) You think your application's flaws are obvious.

You know your software's shortcomings better than everybody. And you assume that your prospects and customers can see the flaws, too.

Truth is, they can't. They'll rarely take the time to do head-to-head testing with other software applications.

I'm not talking about a software application that's full of program bugs. If you have bugs, you need to fix them before they hurt your brand.

I'm talking about having a program with a less impressive feature-set than your competitors' offerings. Or you're marketing a program whose GUI is not as impressive or modern as others being marketed in your software niche. If you're concerned about these things, then take steps to correct them as soon as possible in the next release of your software. But don't let these shortcomings make you think less of your brand.

(2) You created your application in just a few weeks.

Okay, you're feeling guilty because it only took you a few weeks to develop your latest program. And you feel guilty that your customers aren't getting a program that you wrestled with for two years.

Truth is, the user doesn't care how long it took you to design and code your latest desktop/laptop application or smartphone app. Users care only about how they'll benefit from having your software working on their behalf.

You have to love your brand to feel comfortable writing about it on your website in the superlative terms that you need to use. Loving your brand is good software marketing.

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