Grant Marketing Blog

Emphasize Employee Awareness of Your Brand

Brand Development encompasses a complex and multi-tiered approach to showing the world who you are. It defines what your business stands for and explains how your products get delivered to and are experienced by customers. It also involves the “why” behind your customers’ purchasing decisions. More importantly, brand development backed by brand strategy helps you differentiate yourself from your competitors, which creates recognizable brand loyalty in customers’ lives. In industrial branding, it is important to keep your customers in mind. But, it is also crucial to get your employees involved.

Topics: Industrial Branding, Industrial Marketing, brand development, Brand Strategy

6 Step Guide on a Successful Industrial Brand Development Strategy

Branding … not everyone’s favorite task to tackle on a Monday morning—or any day, for that matter—especially for industrial companies. We understand that getting the presses rolling and meeting production schedules out-prioritizes talks of re-branding on the daily. Besides, business looks good, the pipeline is full, and you have all you can handle with orders … for now. But relying on your high-quality products and exceptional service may only get you so far into the future.

Topics: Brand Strategy, B2B Branding, Buyer Personas, Brand Management

Hint: You Need Both Working Together to Truly Succeed!

Depending on where your company is in its evolution, you may benefit from (or need) brand development and/or strategic brand management.

Topics: Branding, brand development, Brand Strategy, Brand Management

5 Signs That Your Manufacturing Brand Needs a Revamp

Ever get the feeling when passing by a mirror that you could use a new hairstyle? Or perhaps the clothes that once fit you perfectly are now far too snug? Brands are no different. Whether it’s become dismally outdated or has grown too big for its stitches, every brand will need to redefine itself at some point.

Topics: brand development, brand development process, Brand Consulting, Brand Strategy, B2B Branding, rebrand

Is Now the Time to Rebrand—and Why Do It? 

Every company has a brand, whether they set out to or not. At its most basic form, a company launches their “brand” when they first open their doors and create an identity—the extent of which typically consists of a logo, letterhead, and signage.

Topics: Branding, brand development, brand message, brand development process, brand promise, Brand Consulting, brand development strategy, Brand Consultant, Brand strategist, Brand Strategy, rebrand

Why Your Sales Team Needs to Be Your Most Authentic Brand Advocate

Are your sales and marketing functions copacetic? Or are they more like two ships that, if you’re lucky, pass in the night? Aligning your company’s marketing and business development functions:

• Unifies your team
• Builds strategic cohesion
• Keeps the sales pipeline flowing

Topics: Branding, Industrial Branding, Brand Loyalty, Brand strategist, Brand Strategy, B2B Branding, rebrand

Preserving the Brand Perception and Preparing for the Transition

We’ve been talking a lot about branding lately, especially as it relates to family-owned industrial manufacturing businesses. Multi-generational companies, built over decades, possess brands that are the result of thoughtful planning—or by default, simply a reflection of their founders’ personalities.

Topics: brand development strategy, Brand Consultant, Brand strategist, Brand Strategy, B2B Branding, rebrand, family business, employee-owned

Branding the Past for the Future—A Family Affair

Does your company have a distinct brand, based upon a thoughtful brand development process? Or is your company’s brand more of an extension of the founder’s personality?

Topics: Industrial Branding, brand development strategy, Brand Strategy, B2B Branding, rebrand, family business

But … Do Your Employees “Get” Your Brand? 

Are your employees killing your company brand? 

“Great company—possibly one of the best to work for.” 

“You learn to appreciate good companies because almost all companies are better to work for than this one.” 

Which one of these sounds most like what your employees might say? Or perhaps somewhere in-between? These quotes, from online employee reviews, illustrate how important employee perceptions are in shaping external perceptions of a company’s brand. 

Topics: brand development strategy, Brand Loyalty, Brand Ambassador, Brand Strategy

The B2B Brand Experience: Make it Personal and Practice Reciprocity

In today’s business environment, there is little to no distinction between a company and its brand. The two are so intertwined that a Weber Shandwick report found that “corporate reputation and brand reputation are now nearly indivisible.”

Topics: Brand Loyalty, Brand strategist, Brand Strategy, B2B Branding