The Art and Science of Deeptech Branding
Innovation is at the heart of deeptech. But here’s the paradox: having a groundbreaking technology is not enough. It’s like having a treasure chest without the key—your potential stays locked away. That’s where branding comes in, not as an afterthought but as the very key that unlocks your innovation's place in the market.
The challenge? In deeptech, you're not just selling a product or service—you’re selling a vision of the future. Your audience is smart, skeptical, and driven by data. They want the facts but also the feeling that they’re part of something bigger. The opportunity here is massive: if you can inspire while staying rooted in reality, your brand becomes unstoppable.
Iktos: The Power of a Story-Driven Brand
Let’s kick off with Iktos, a company leading the charge in AI-driven drug discovery. When they came to us, they had the tech—the AI, the robotics, the cutting-edge research—but what they needed was a brand that reflected their vision for the future of medicine.
This wasn’t just about creating a “cool logo.” The real task was creating a narrative that resonates. So we built the concept of the "Molecular Odyssey"—a journey that embodies Iktos’ push to explore uncharted chemical spaces and deliver life-saving therapies with AI.
What makes this work? The story gives their innovation a context, a reason to believe in their technology, and most importantly, an emotional connection for the people they’re targeting. Iktos isn’t just building molecules; they’re accelerating the future of medicine. Branding in deeptech is about becoming part of the conversation about where science and society are headed.
Tech Alone Isn’t Enough: You Need to Inspire
Deeptech often focuses on the “what”—the technology, the algorithms, the breakthroughs. But in branding, the “why” is what sticks. Ascendance knows this well. They’re on a mission towards cleaner energy, decoupling air travel from fossil fuels. A huge challenge, right?
Yes their brand talks about planes and energy; but more importantly, it speaks to a movement, one that inspires people to believe in the future of aviation without the environmental guilt. Ascendance isn’t just positioned as a tech company; they lead a global shift in the aviation industry. That’s what great deeptech branding does—it turns your innovation into a cause, not just a product.
Power in the Hands of the People
Gouach is also tackling sustainability, one of today’s most pressing issues. Their mission is to reclaim power —literally and figuratively— by fighting obsolescence and designing more efficient batteries. In a world dominated by planned obsolescence, Gouach empowers people to take control of the products they buy by making batteries that are easy to repair, reuse, and recycle.
Their brand is about batteries AND challenging the status quo. The narrative of “reclaiming power” is a rallying cry, driving home the idea that consumers can demand transparency, sustainability, and ownership of the products they use. With a bold, electric visual identity, Gouach symbolizes rebellion against waste and a beacon of empowerment for users who want a more sustainable future. Their brand electrifies the conversation around sustainability, making it as dynamic and powerful as their tech.
Branding as a Tool for Tangible Results
Of course, it’s not all about feelings. Branding in deeptech is also a way to drive measurable results—whether it’s customer acquisition, partnerships, or scaling up.
Take Deepomatic. Their “First Time Right Revolution” is a rallying cry for companies struggling with field service efficiency. Their brand is more than a new logo and a new promise; it’s the foundation of a movement that promises tangible results in real-time operational success. And guess what? That message resonates—because it’s bold, clear, and rooted in the actual needs of their customers.
In deeptech, branding is often about simplifying complexity—turning your intricate, highly technical offering into a clear and compelling promise that customers can rally behind.
The Opportunity: Creating a Brand That Leads
So, what’s the real opportunity here for deeptech companies? It’s simple: the ability to lead, not just innovate. The companies that do this well—like Iktos, Ascendance, Gouach, and Deepomatic—aren’t just known for their technology. They’re known for the movements they create, the trust they build, and the vision they inspire.
It’s time to shift the mindset from tech-first to brand-first. Your innovation might be groundbreaking, but without the right brand, it risks staying in the shadows. The companies that succeed in deeptech don’t just develop technology—they lead industries, create conversations, and set the agenda.
Time for Bold Branding
The future of deeptech belongs to those who dare to brand boldly. Whether you're accelerating drug discovery, decarbonising air travel, or revolutionising field services—your brand is your voice. And it’s time for that voice to lead.
Ready to stop whispering and start being heard? Let’s create something unforgettable together.
