When it comes to branding, the major players probably come to mind first — Amazon, Coca-Cola®, Disney, Gucci, and so on. The strength of their name recognition is immense. When these names come up, you immediately see their logo, and even if the logo doesn’t bully its way into your brain, you at least know what they’re selling. It doesn’t matter whether you consume their products or not; you know them. They’ve seared your mind with a branding iron. (See what we did there?)
Many manufacturing and industrial companies, however, don't think that they need to worry about branding. They prefer to rely on word of mouth and referrals to attract new business, and they feel that branding isn't important in their space.
What a mistake.
The fact is that the manufacturing and industrial marketplace is extremely crowded, with different companies offering many of the same services and capabilities. A solid, recognizable and memorable brand can help you stand out from the crowd and put you in position to win more business.
Here's why you should build your manufacturing brand.
People Will Know Who You Are And What You Do
Let's get the obvious out of the way: effective branding will give you name recognition. That's great. But there's another, not-so-obvious benefit of branding: it will also give you capabilities recognition.
You see, with really great branding, you become what you offer. Think about it. When we say chocolate, you think Hershey. When we say tissue, you picture Kleenex. Building your brand can make your company name synonymous with your product or service. That's powerful stuff.
You Establish An Emotional Connection
Successful branding helps to foster an emotional connection to your company. Once you establish what your brand is and what it stands for, you can then focus on creating messaging that speaks to people’s needs and desires on a subtly emotional level.
Think about Apple, for example. The level of anticipation that awaits every new product launch is not rational, and the loyalty that people feel for their iPhones is incredible. Apple hones and reinforces this emotional loyalty through their advertising and messaging.
It's Easier To Build Trust
Strong B2B marketing also establishes credibility and keeps you from seeming like a fly-by-night outfit. Engaging, sophisticated branding helps illustrate that you’re legitimate company with consistent product or service offerings. Think of it this way: Good branding is like having a credit card that loans out client trust until you get the opportunity to prove yourself firsthand.
You Won't Get Lost In The Crowd
Finally, branding can be hugely helpful in distinguishing yourself from competitors. You may offer the same kind of product or service as a competitor, but you aren’t a clone. Don’t let yourself look like one. Make sure your organization’s colors, logos, mission statement, and overall personality are unique, well thought out, and distinct from other manufacturing brands.
Before you can convey who you are to others, you have to know for yourself. Try crafting a concise, succinct statement that explains what your company is and what you stand for. What are you? What are you not? What do you stand for? If you mass-produce widgets to be sold at rock-bottom prices, then say so. If you’re all about superior, handcrafted whatnots, make that known. Leave no ambiguity.
Finally, what is it that you do well? Make certain that those who encounter your brand know without a doubt what you provide and what they can expect from you. And be real. If you’re all about quality, make good stuff and stand behind your products. If your edge is quick delivery, follow through on shipping demands. Consultative? Continue to show up in your buyer’s world, adding value after the transaction is complete.
Solid branding can go a long way in establishing your presence in the marketplace. If you’re looking for some inspiration, watch the video below to get a sneak peek at Thomas' rebranding.
Or, if you’re having trouble getting started and need help from an industrial marketing expert, reach out to our team today. We’ll help you build an engaging marketing strategy that will set you apart from the competition.