Underground Elephant’s CEO Jason Kulpa was recently featured in this thought-leadership article titled, “Want to stand out? Create an invisible solution.”, included in its entirety below, and can be found here.
When it first started, real-estate platform Commissions Inc faced a problem many tech companies have: The team needed a cloud-based email delivery system with powerful insights into deliverability. It also needed a solution that would scale easily as the company grew.
Commissions Inc needed an invisible solution. It found SendGrid — a company you’ve probably never heard of — that provides enterprise-level email support for huge companies all over the world. On the surface, an invisible brand seems like an oxymoron. In the cluttered online ecosystem, brands are encouraged to tell their story on social media, blogs, and at conferences to get as much attention as possible.
But if you look closely, you’ll find that some of the most successful B2B brands are actually the “invisible” ones. They provide a reliable product or service that’s so seamless that the consumer never even notices it.
When Staying Invisible Can Work for Your Brand
The secret to being a strong invisible brand lies in forming partnerships with strong visible brands and providing world-class solutions that serve the end consumer.Here are a few ways staying invisible can benefit your company:
How to Go Invisible
You’re probably wondering how to stay “invisible” while also growing your company. After all, startups are usually laser-focused on gaining visibility. Being invisible (and making money doing it) is all about building an unbeatable solution.
The key to invisibility is focusing on developing an exceptional product or service that creates a seamless experience for the end user that speaks for itself. You don’t have to capture everyone’s attention, but you do have to pay attention to the needs of your target audience and work on delivering a product that meets their needs.
Image Credit: Chana4 on Flickr.