We know that many of our readers work in smaller, high-tech startups and are trying to grow businesses based on Linux and open source software (or are thinking about it!). We thought this article on helping smaller companies like these with visibility and strategies for their businesses might be fun and useful.

How can small Linux companies get their products noticed? Start with brand recognition and common sense.

Whether your company is large or small, established or a startup, there will always be different PR challenges associated with gaining your products visibility. Established enterprise software vendors will have much different challenges gaining visibility for their individual products than startups just getting recognized in general. All companies - large or small, young or old - must understand their audience in order to reach the people who will buy or influence the purchase of their products. Once the target audiences are determined, the challenges associated with gaining product visibility can be identified.

Determining a product's PR challenge can be especially difficult for new companies just getting their marketing efforts developed. Small companies can do well by remembering basic branding strategies; in particular, knowing the distinction between building brand recognition versus equity. Established, incumbent vendors have earned brand recognition over time, and now must focus on maintaining brand equity when creating media attention for their products. Too many startups mistake building brand recognition with building brand equity. Brand recognition is relatively easier to build, and lays the groundwork for building brand equity down the road.

Brand Recognition