Industrial Marketing 101 Series
3 MIN. READ
When you think of branding, you might think of consumer-facing businesses that rely on catchy logos, slogans, and packaging to attract customers. But branding is not just for B2C companies. It’s also a vital element of B2B marketing, especially for manufacturers. In this blog post, we’ll explain why branding matters for manufacturers and how you can create a strong brand identity that sets you apart from your competitors and resonates with your target audience. Whether you’re a new or established manufacturer, you’ll discover how branding can help you increase your visibility, credibility, and profitability in the market. Read on to learn more.
The Benefits of Branding for Manufacturers & Suppliers
What are the benefits of branding in manufacturing? It gives a manufacturer identity. Even in a saturated marketplace, branding sets a product apart in that:
● Branding confers immediate trust.
● Branding implies consistency.
● Branding communicates values.
● Branding builds employee morale.
● Branding helps a manufacturer introduce new products.
● Branding increases the return on investment.
● Branding increases profits.
This article expands on these advantages.
The Role of Branding for Manufacturers and Suppliers
A supermarket shopper will automatically reach for a Coke® or Pepsi®, M&Ms® or a Hershey Bar®. For an industrial product, attaching an identity may be much more challenging. An engineering team will be considering elements such as:
● Tolerances.
● Acceptable levels of rejects.
● Compatibility with other components.
● Levels of required service and support.
A brand may encompass all these product facets and more.
Distributors' representatives will more readily push a brand that procurement departments recognize. This can lead to increased revenues with minimal effort from the branded manufacturer.
Many companies use approved supplier lists. Having a brand on the list gives a supplier a much better chance for repeat orders and having other products approved.
Branding gives a manufacturer a consistent message at tradeshows. With a clearly identifiable brand, companies gain industry recognition and build credibility.
Building a Solid Brand for a Manufacturing Business
A strong brand has these key elements:
● A clear identity.
● A consistent message.
● Communication of company values.
A manufacturer must research and develop consistent features that its customers can associate with its merchandise. Developers should focus on specific cues. For example, if a product involves additive manufacturing, some variation of "3-D" might be appropriate. A sustainable company could use some form of green imagery. If a company focuses on a quality standard, the brand should send that message.
A brand should also be appropriate for an industry. It might communicate what the product accomplishes and the problems it addresses. If a company has been around for a long time, a brand could imply reliability.
Branding should visually appeal to customers. A company can try out various color schemes and configurations to see what hits and what falls flat.
Customers should find the branding relevant. It should imply the company offers solutions to whatever pain points they face.
If a product has characteristics unique to a manufacturer's product, these should be included in the brand. These qualities should be documented if requested and can also serve as the basis for a sales presentation.
Finally, where branding is concerned, the adage, "If it ain't broke, don't fix it," applies. A manufacturer shouldn't change its brand without a compelling reason. A brand reflects company values. Purchasers want to know that a manufacturer will stay true to them.
Strategies for Using a Brand
Manufacturers have several methods for incorporating branding.
● Branding can be used in product design and packaging. For example, paint with low emissions, such as Recolor, might sport a green label and logo.
● Branding can be used through content marketing. Postings and blogs can feature brand names and be marked with a logo.
● Branding can be used through customer experience. It is much easier to recommend a memorable brand name than to describe a product.
One example of successful branding is Harley-Davidson. The black and orange logo conjures up images of strength and speed. The name leaves no doubt as to who made the iconic motorcycle. The brand also sells anything remotely related to motorcycles and their riders.
Challenges and Pitfalls to Avoid
The branding process is bound to encounter obstacles. The first is a lack of clarity. Companies must have distinct guidelines for developers.
Inconsistent branding across marketing channels sends mixed messages to procurers. It makes more work for design and marketing teams. Companies should coordinate releases to make sure they match up.
Companies should never let poor customer experience damage a brand. Complaints from unhappy buyers must be addressed as soon as possible. One bad tweet or Facebook post can ruin the most artfully crafted marketing campaign.
Fortunately, good crisis management can blunt the effects of disaster. In 1982 seven people died after taking Tylenol deliberately contaminated with cyanide. The maker, Johnson & Johnson, responded immediately by advertising and reaching out to healthcare providers. In addition to apologizing, the company introduced tamper-proof packaging. The public started purchasing the product again.
An example in the other direction is Volkswagen. In 2015, the Environmental Protection Agency accused the company of using software to make polluting cars pass emissions tests. The company denied what happened, and the scandal grew. Eventually, the company fixed the cars, but the damage was done. Consumers sounded off, trashing the company. It had to lay off 300,000 workers.
A company that is honest, straightforward and as proactive as possible can restore a brand's luster. A company that shows its brand can't be trusted faces profound loss.
Wrapping Up
Branding can be used in many ways and across many channels. IndustryNet is one channel that can help manufacturers and suppliers reach out directly to their business customers. Over 15,000 companies get listed and found. The key to being seen is right here.
