Because Your B2B Brand Strategy May Still Need Fixin’

We hear all too often the strains of, “If it ain’t broke, don’t fix it,” reasoning for not updating brand messaging or revising outdated websites. What you aren’t doing, in reality, is adhering to a consistent and congruent brand development strategy. But do you really know how many opportunities you may be missing out on by not making these changes? What is your gauge for broken? If you don’t remain relevant and contemporary, prospects may be passing you by because you look “broke” to them. Your assumptions may be shortsighted and costly. 

Your Logo Represents Your Company Brand

Nike’s swoosh, McDonald’s golden arches, and Apple’s semi-eaten apple. What do these three have in common? They are all widely recognized logos. When you see the swoosh, you know what it symbolizes. You might think that industrial brand strategy for your company doesn’t need to include a logo. But just how important is a logo for your industrial manufacturing company? The short answer is: a logo is very important.

Have a Healthy, Heart-Hitting Company Brand

Why is Walt Disney World® magical? Why are Volvos safe? Why are Jeeps® adventurous? Each of these answers boils down to one thing: brand essence. It is the emotion your brand conveys. In other words, it is the emotional heart—some would say, soul—of your brand. So, Disney World, Volvos, and Jeeps evoke feelings of magic, safety, and adventure, respectively, among their customers. Better yet, these characteristics are associated with these companies even by people who don’t buy Jeeps, Volvos, or go to Disney. Well done.

Last Updated on 6/11/2020

The Connection between Brand and the Bottom Line

Years ago, management guru Peter Drucker said, “Because the purpose of business is to create and keep a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

Lights, Camera, Action!

We all love a good story, and what better way to tell a story than through video. When it comes to video marketing, facts tell, but stories sell. Video is an integral tool in your industrial marketing arsenal, as it expands your reach and has a positive impact on your brand. With 75% of executives watching work-related videos at least once per week, it is no wonder that video is the preferred form of marketing content. Videos are quick and interactive ways to connect with leads and customers, so there is no reason to not use video marketing as a strategy. The bottom line: video marketing does have a place in industrial manufacturing.

Industrial Manufacturers Can Apply for Money!

Charlie Baker and the Commonwealth of Massachusetts want to help pay for your marketing consulting, or other consultative project.

Promote Your Product to Potential Customers

Let’s be upfront: industrial manufacturing trade shows are expensive. According to Exhibits USA, the going rate for purchasing a portable trade show display is approximately $100 to $150 per square foot. Combine this cost with the price of planning and promoting and before you know it, tens of thousands of dollars are out of your industrial marketing budget. The good news, you may ask? While expensive, trade shows are incredibly beneficial to your business. In fact, 81% of trade show attendees have buying authority. In other words, 81% of attendees are your potential customers. Trade shows are a great way to leverage your business by making meaningful, solid connections with potential buyers and current customers. When it comes to trade shows, one thing is certain: they are definitely worth your money.

Branding Basics

Forbes.com contributor Scott Davis puts it best: a brand must inspire how people feel, influence how they behave, and compel them to act. How do you achieve this? Through the successful implementation of a solid and focused brand strategy, of course! This applies across industries and business models—from B2C to B2B. It’s just as relevant for industrial manufacturers. A strong industrial branding strategy is the most important aspect of your marketing efforts. Indeed, it is the foundation that supports and informs all of your marketing messaging. Without an integral brand, your company will blend in with the competition. Use brand development to differentiate yourself from competitors and to communicate your promise to customers. Not only is it your brand’s job to deliver your brand promise, but it should also be directly connected to consumer needs, emotions, and competitive environments. After all, you want your brand to be distinctive to create value and connection among customers.

Matching Grants for Marketing Strategies

There are numerous sources of funds for small businesses and manufacturing companies located in Massachusetts, and one specifically targeted to manufacturing companies is now in the state budget. The Commonwealth of Massachusetts has once again appropriated $250,000 for SBANE's Manufacturing Matching Grant Program. The program seeks to provide targeted matching grants to manufacturing companies seeking to enhance the company's bottom line.

Uncovering 2015 B2B Marketing Trends and Challenges

As the spread of digital media and mobile technology continues to transform the B2B buying process, integration of the latest B2B marketing technologies and tools into a seamless cross-channel marketing strategy has never been more critical to driving revenue and growth. The companies that fail to focus on digital channels—particularly interactive communication channels like social networks and blogging—may struggle to retain customers, inspire conversions, and win new sales.