March 7th, 2025 | Jack Meisinger and Nina Jatana
The UK tech industry is booming – outpacing Germany and France in investment and surpassing $1 trillion in market value. Despite this success, many tech-enabled companies face a serious challenge: commercialising innovation.
Through extensive research involving over 180+ business leaders including 55 in-depth interviews, we’ve uncovered the reality that innovation alone is not enough.
Our new report highlights the disconnect between tech businesses’ priorities and their real challenges, offering key insights into what is holding companies back and how they can overcome these barriers to drive strategic growth.
Here are three key findings.
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1. Innovation is prioritised – but it’s not the biggest challenge
78% of tech companies cite innovation and product development as their top priority. However, only 25% consider it their biggest challenge.
This means most companies are focusing on the wrong problem. Instead of addressing customer acquisition, brand differentiation, and leadership alignment, they continue to push new product features – often at the cost of meaningful progress.
Without the right brand strategy, even the most groundbreaking innovations risk being undervalued, misunderstood, or ignored.
2. The real challenge? Perception and communication
More than two-thirds (67%) of tech companies struggle with perception and communication – getting customers, investors, and talent to understand their value.
The problem? Tech companies often communicate what their product does rather than why it matters.
Our research shows that as companies grow, their focus naturally shifts:
- Startups highlight product features.
- Scale-ups begin to articulate customer value.
- Enterprises prioritise value even more highly
3. The underperforming brand: A missed competitive edge
100% of companies agreed that brand is crucial for success – yet few are leveraging it effectively.
UK tech brands score an average of just 6.3/10 on brand strength, with many lacking distinctive assets, a clear proposition, or a consistent narrative.
This results in:
- Weak investor appeal – Without a compelling brand story, fundraising becomes a battle.
- Customer confusion – When differentiation isn’t clear, competitors win by default.
- Missed hiring opportunities – Top talent is drawn to brands with strong purpose and identity.
A compelling brand isn’t just about logos or marketing – it’s a commercial tool that can drive funding, customer engagement, and long-term growth
Rethinking growth
In summary, technology alone isn’t enough to succeed.
- Product and brand must work together – a high-performing product needs an equally high-performing brand to translate innovation into commercial success
- Companies that master this will outcompete those focused purely on innovation
- Brand is more than a logo and a colour palete, it is a problem solver that enables you to achieve your strategic objectives
Download the full report now to explore real-world case studies, strategic frameworks, and actionable recommendations.
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