Promote Your API Brand and Extend Your API Reach

Promote Your API Brand Extend Your API Reach

Chris Haddad@cobiacomm on Twitter

http://blog.cobia.net/cobiacomm

Read more about API Branding at http://blog.cobia.net/cobiacomm/tag/api

Don’t be the lonely API !

{ Insert-Picture-of-Lonely-Guy }

Be the Popular API

{ Insert-Your-Friend-Pictures-Here }

{ Insert-Your-Picture-Here }

9 Thousand + APIS

800 Thousand + Apple Apps

Millions of Weblog Endpoints

Countless Opportunity and Choice

Billions of Device Endpoints

Your API Endpoint will be

One in Billions

How will Your API stand out from the crowd?

Web API Branding

Brands Enhance Reach and RevenueAPI brands build

mindshare

Mindshare increases visibility

Visibility fosters discovery and

evaluation

Evaluation triggers collaboration and

API adoption

API adoption builds community

What is a brand?

55% Emotion 15% Logic

30% Purpose

Brand = Reputation and Perception

• Perception– Commodity versus exclusivity– Ease of use– Value

• Reputation– Delivering required capabilities and data– API quality and warranty– Available support channel and customer service

Build a Brand Strategy• Define Brand Message– Identity target audience– Specify perception targets

• Build Brand Awareness– Communication and promotion– Visible outreach actions

• Brand Nurturing– Partnerships– Community relations– Education

• Brand Value– Compare adoption, retention, and revenue growth– Market interest and third-party coverage

Tailor Brand Presentation for Audience

Brand Strategy Considerations

• Engagement across multiple communities• Integration with multiple identity sources• API visibility• Monetization policies

Define your API Brand• Value– Message elements and attributes– API aggregation, orchestration– Service tiers and associated cost

• Perception and Reputation– Documentation, SDK and samples– Partners and case studies– Terms of Service– Service Level Agreement

• Retention– Integration with other APIs– Logo usage policies

Branding - Technical Guidelines

• Promote API Brand Identity• Enforce API Usage Limitations• Community Nurturing

Choose an API Brand Platform• Fully customizable look and feel• Multiple Storefronts for diverse communities• Multiple publisher groups• Flexible Service Level Tiers • Flexible monetization engine