How Does Google Stay So Innovative as a Brand?

2 min read

A Picture Of A Google Building

In a mere 16 years, Google has gone from a one-product company to a company that has more projects than it can count. It has been constantly reinventing itself and has stayed innovative at every turn, which has been one of the key factors for growing its brand. But how has Google managed to stay on top of the competition and continually churn out new and exciting products?

Looking for Innovation in Every Sphere

While Google doesn’t have an innovation department, every employee of the company is encouraged to be creative and contribute their ideas for new products. As a result, employees are constantly throwing ideas out, many of which are welcomed by the company and incorporated into its big picture. A good example is the algorithm Google’s search engine uses for search queries relating to suicide. The chief health strategists managed to convince the higher-ups that it was the company’s moral responsibility to ensure the results first provided the National Suicide Prevention Lifeline’s number as the top result.

Resolve the User’s Problem

Why is it that some products become a success, while others do not? It all boils down to the consumer - If a product resolves a customer’s problem, a product is considered a success. Google doesn’t believe in counting the money involved in creating a product. Rather, it focuses on the user. Instant search marketing is an example of Google’s attempt to resolve the problem of ads on search engine websites. It offers search results as you type in the keyword which hardly gives people any time to see advertisements. Nonetheless,Instant Search has become so popular, that users keep returning to Google to search for information online.

Make a Dramatic Change

When Google launched its Google Books in 2004, it did not have the money or technology at the time to undertake this project. Rather than sitting back and letting fate take its course, Google went all out to improve Google Books. Despite multiple copyright lawsuits, Google was able partner with multiple libraries and educational institutions to complete its goal of creating a digital library of written works. The company didn’t let lack of resources pose an obstacle and managed to overcome all hurdles to ensure this major project became a huge success. Currently, Google Books has over 30 million scanned books in its library and is considered one of the largest online bodies of knowledge.

Launch and Change

There is no such thing as a perfect product. Every product has scope for improvement. This relates to the reason why Chrome is the number one browser in the world. Google could have waited to introduce the browser until it was perfect, however, they chose to release Chrome on time, with regular updates and bug fixes.Now every six weeks a newer version of the browser is released with small changes that help make the product more user-friendly.

Accept Failure

There is nothing wrong with failure - accept it and move on. Google views failure as a stepping stone to success and takes pride in its failures. Failed products, such as Buzz, Google Dictionary and Google Wave didn’t stop the company from pursuing innovation and creating new and more useful products. Many features from these failed products were implemented in Google’s other applications. For example, the create and collaborate features of Google Wave, where multiple users were able to work on the same document at once, managed to find use in Google Drive. While Buzz may be retired from the social influencer company scene, Google Plus is still alive and well.

It is following these strategies and tricks that Google has managed to stay innovative as a brand and keeps attracting the best talents and loyal customers.

Editorial Credit: achinthamb /

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