It’s common for businesses to ask what kind of technology they should be using based on what’s popular within their industry, but you have to also consider your own circumstances. More specifically, the strengths of your businesses stem from how your team is constructed – there is a very individual concoction of factors at work.
This, then, should be something that you consider when you think about which technology you should be integrating into your brand next. Identifying not only what is standard for your industry but also what would improve the way that your team can work.
Link Back to Marketing and Branding
When you’re trying to think about which types of technology would be most beneficial for your brand, you might think about exactly how your branding set up your business. If you promise revolutionary changes or new standards being set throughout your marketing, people might link that to marketing content they’ve seen from other businesses that ultimately refer to the use of AI.
This doesn’t mean that you should be using AI or that you should even immediately change your marketing approach, but it’s important to think of technological connotations in your marketing. Sometimes, you can use these connotations carefully to establish or alter audience expectations.
Gaining In-House Skills
Thinking ahead of time about the kind of skills that you want your business to have established in-house can help you set up your employees for the relevant training.
For example, even if it initially seems as though it’s outside of the skillset that’s directly relevant to your operations, web design is going to be valuable across multiple industries. That can help you understand the security and performance benefits of choosing Postman vs. Insomnia when implementing APIs. This means that your team won’t just be able to utilize the latest in web design; they’ll be able to understand exactly the best way in which to do it – a difference that can lead to a boost in audience perception of your brand and their confidence in you.
Untapped Potential
It might be that by focusing so much of your business development on skills that are known to be relevant to your industry, you’re neglecting other skills that your employees have. Much of the time, you might not necessarily have a natural need for these skills, and going out of your way to try and incorporate them could have a scattershot result.
So, there is still some work to do in terms of identifying which of these skills could be of any use at all – and then going from there to think about how you would incorporate them. Does someone in your marketing team also have graphic design skills? In that case, you could think about how your core branding aesthetic could be elevated through bespoke content that features throughout your web platforms. Maybe someone has a history of creative writing; in that case, you could encourage them to produce copy for your brand.