Communicating Tech – Clearly

Various clients in transport technology sector

The Challenge.

The problem with tech people is that they talk in tech speak.

I write this with the greatest of respect to every one of them: they are far more intelligent than I, however, tech is their strong point, communication is mine.

It’s not such a common problem that people throw the kitchen sink at their website or proposals – but it’s kind of like proposing on the first date. At least give someone the opportunity to understand and appreciate what you do and who you are before going in heavy with techno babble. Yes, there is the right time for this but first, let’s just get the concept in the client’s mind.

Growing a business is great. Just don’t forget you need to communicate clearly.

If an industry isn’t set up in a straight forward way, and also has many problems inherent within it – then it stands to right that the options for solutions may be varied by scale, cost and complexity. Making sense?

But then consider that the basis for the solutions come from one place (ie; capturing data) – but it’s the analysis and translation of which that determines the outcome. (Still with me?) Well it’s this sort of scenario that can face companies – particularly in logistics and transport: facetted organisations with many problems to solve and many departments to work with. Surely this sounds familiar?

The final part of the puzzle – a company which has grown from two minds in a spare room and quickly grown into a recognised force within the industry.

The results are;
‘Home-made’ designs, a mis-match of styles, little visual cohesion between products, a visual identity with no real direction, collateral which starts with heavy going content but absolutely no sizzle.

The Outcome.

Tell a story. Bring people in on the journey. Understand your audience and remember – there may be many.

Working with tech companies is often about interpretation and solving a puzzle. There’s always loads of great intent, amazing technical capability and brains galore. There’s also often the forgotten element of communicating these ideas and concepts clearly.

For one client in particular, this began with creating an cohesive visual identity for their product suite – their equivalent of MS Office or Adobe Creative Suite. Their products looked wildly different, however, they came from the same minds. There should be something that connects them..?

Following this was collateral which visually explained not just how a product works, but the benefits it brings. Tech speak can come later – first let’s get people hooked!

Is this dumbing down? Certainly not. It’s about understand who your audience is, and what are their motivators. Tech detail comes into the equation, but at the right time to the right person. Get the hierarchy of information right, and communicate to the right people – then you go from people saying “I’ve heard your name, but no idea what you do”, to; “I love what you’re doing, that product sounds amazing”.

Brand Marketing

Creating and promoting your brand’s values, identity and products as a whole to build recognition, reputation and ultimately, loyalty.

Marketing Strategy

Your business’s overall plan for understanding your target markets, connecting with them physically and emotionally and turning them into buying customers.

Consumer Engagement

Channel-specific activity which engage consumers to aid brand and product adoption as well as gaining insight metrics.

Communication Clarity

Focussing on clear and straight-forward communication, such as translation of technical concepts to works and graphics.