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.

Own Your Brand Development Strategy

Brands seep into our consciousness, support our lifestyle activities, and influence our spending. Heck, they help shape it all. You don’t have to be a specialist in brand strategy development to get a sense of what I’m talking about. Whether you are a company head worried about B2B brand strategy or a mom looking for the right educational toys for her tots, brand messaging is at the heart of your purchasing decisions. Often because brand consultants have managed to get to your heart.

Memories Through the Lens of a Brand Strategist

Having guided many companies through brand strategy development in a Boston brand strategy agency, I tend to see the world through the lens of a brand strategist. But I didn’t see this one coming.

Why Do Your Customers Buy from You?

You own a small manufacturing company and you think you have the greatest products and service in your industry, but do you really know why your customers buy from you? Do they buy on price, or is there some little nuance that differentiates you from your competition that your customers have discovered?

Companies buy from other companies for many reasons. Sometimes it’s about price; sometimes it’s about convenience; sometimes it’s about quality; sometime’s its about relationships. While you, Mr./Ms. manufacturing owner, have an understanding of what sets your company apart from other companies in your industry, do your customers share that same perception?

Can you answer the following questions?

• Have you discovered what differentiates your company from your competitors?
• Is your company distinction recognized by all of your clients/customers?
• Does your distinction have value to your clients/customers and prospects?
• Are employees in your company aware of this distinction?
• Are new hires trained to communicate your company’s distinction?
• Is your distinction communicated clearly to prospects?

Think about a consumer brand that caught your attention recently. It may have evoked a positive response, humor, or welcomed nostalgia. It is highly likely that many brand names popped up in your head.