Connect with Customers to Make an Impact
Mark Singer, an accomplished woodworker and furniture designer, has dedicated over six decades to the art of crafting exquisite furniture—both personally and professionally. One portion of his journey led him to establish Giati Designs, where he focused on manufacturing and selling high-end teak outdoor furniture. During this time, Indonesia emerged as one of the primary sources for plantation-grown certified teak, a beautiful but notoriously challenging wood to work with. As Singer aptly points out, “Its resin tends to dull cutting tools, and the natural oils in the wood make it difficult to glue, especially for outdoor applications.”
Driven by the need for a more effective adhesive, Singer traveled to Indonesia to evaluate the performance of a moisture-cured polyurethane glue that was being developed as an eco-friendly alternative to traditional epoxy. His pursuit of quality did not stop there; a year later, he stumbled upon a similar product that showed promise but needed further refinement. With his keen eye for improvement, Singer requested modifications and successfully acquired the rights to distribute this innovative adhesive in North America and beyond. This endeavor ultimately led to the creation of what we now recognize as Gorilla Glue—a product that has transformed the adhesive industry and become a staple in households, workshops, and industrial sectors worldwide.
Today, now owned by a family in Cincinnati, OH who has successfully grown the company bounds beyond the original vision, Gorilla Glue is synonymous with reliability and versatility, made “For the Toughest Jobs on Planet Earth.”
Standing Singular in the Market
In today’s crowded market, standing out is more important than ever. For manufacturing companies, this can feel like a challenge because the focus is often on products, processes, and numbers. But here’s the thing—manufacturers have a secret weapon they can use to make a real impact: storytelling. When done right, storytelling can transform your brand from something mechanical and faceless into a relatable, memorable force that connects with people.
The Gorilla Glue story exemplifies how a simple entrepreneurial vision driven by necessity can result in significant market impact and success. Singer’s journey from a curious, dedicated woodworker to the owner of a successful manufacturing brand serves as an inspiring story for entrepreneurs, showcasing the power of innovation born from a true understanding of market needs. It also speaks to the integrity of the brand, as Singer, and subsequently, the family that bought the company, still work from that same vision of providing durable, strong adhesives that now can be applied across various applications.
This article from Brighter Minds explores the neurological impact of storytelling, highlighting how narratives engage various parts of the brain and evoke emotional responses. It explains that storytelling activates areas linked to language, sensory experiences, and emotions, allowing the audience to connect deeply with the content. When a story is told, chemicals like oxytocin are released, fostering empathy and a sense of connection among listeners and readers. Additionally, storytelling aids in memory retention by creating vivid imagery and emotional resonance, making information more memorable, which underscores the power of storytelling in education, marketing, and personal connections, illustrating its ability to influence thoughts and behaviors effectively.
Storytelling is a powerful way to communicate, allowing brands to go beyond just facts and figures. It helps you tap into emotions, build deeper relationships with customers, and even inspire your employees. For manufacturers, storytelling is a chance to show that behind every product and process is a team of passionate people, not just machines and numbers. Ready to find out how? Let’s dive in.
1. Why Storytelling Matters in Manufacturing
So why should manufacturers care about storytelling? Good question! Traditionally, marketing in manufacturing is focused on product features, specs, and bottom-line benefits. While those are important, they don’t always create an emotional connection with people. These days, both consumers and businesses are looking for something more—a reason to connect with your brand on a personal level.
Storytelling lets you bridge that gap. Instead of just selling a product, you’re telling a story that shows what your brand stands for, what it believes in, and why it matters. A strong brand story not only helps you stand out but also builds trust. It gives you a chance to show your customers that you care about more than just making a profit—you’re about making a difference.
2. Crafting Your Brand Story
Now, let’s talk about creating your brand story. This doesn’t mean you have to start from scratch or invent a whole new company persona. Your story is about capturing the journey of your business—how you got to where you are today, what challenges you’ve overcome, and what drives you forward. Here are some key elements to keep in mind when crafting your brand narrative:
- Your Origins: Every company has a beginning. What inspired your business to start? Was it a personal experience or a desire to solve a particular problem? Share the story behind your company’s creation—people love hearing about what sparked the idea.
- Challenges and Growth: Manufacturing is no walk in the park. What hurdles have you had to jump over to get where you are today? Whether it’s scaling up operations, adapting to new technologies, or tackling tough industry challenges, your growth story is compelling. It’s proof that your company doesn’t just survive—it thrives.
- Your Values: What do you stand for? Whether it’s sustainability, innovation, or delivering high-quality products, your values are the backbone of your brand. Let your customers know what drives your decision-making and how those values influence everything you do.
- The People Behind the Product: Your products might be top-notch, but it’s the people behind them who make the magic happen. Don’t shy away from showing off your team. Highlighting the people who design, manufacture, and deliver your products brings a personal touch that can resonate with your audience. The current Gorilla Glue crew is prominently spotlighted in company promotional pieces.
- Customer Success Stories: If your products have made a difference in your customers’ lives, share that! Real-world success stories show potential customers that your brand doesn’t just talk the talk—it walks the walk. Whether it’s a case study or a heartfelt testimonial, these stories speak volumes.
3. Different Ways to Tell Your Story
Once you have your brand story in mind, it’s time to get creative with how you share it. There’s no one-size-fits-all approach, but here are some ways to get started:
- Founder’s Story: If there’s an interesting or inspiring reason why your company was founded, tell that story! Whether it’s about tackling a specific problem, pursuing a passion, or overcoming challenges, your origin story is powerful and relatable.
- Behind-the-Scenes Glimpses: Manufacturing often involves complex processes that customers rarely see. Why not bring them along for the ride? Show them what goes into making your products, the tech you use, and the craftsmanship behind it all. Behind-the-scenes content is interesting and does help build trust.
- Innovation Stories: If your company is constantly innovating or introducing new products, don’t keep it a secret. Share the journey of creating something new—whether it’s a breakthrough product or cutting-edge technology. Let your audience see the effort and creativity that go into your innovations.
- Community Involvement: Many manufacturers are deeply connected to their communities. If your company is involved in local initiatives, charity work, or sustainability efforts, share those stories. Customers love brands that give back and make a positive impact in the world.
- Customer Spotlights: Nothing builds credibility like hearing from real customers. Share stories of how your products have helped them overcome challenges or improve their operations. These stories can serve as social proof, helping potential customers feel confident in choosing your brand. Remember this: everyone has a story. And most people like to tell theirs—and they will with you simply asking.
4. Sharing Your Story on the Right Platforms
Great stories are meant to be shared, and it’s important to choose the right channels to do that. Digital platforms give you a lot of ways to spread your story and reach both consumers and other businesses. Here’s how you can leverage them:
- Your Website: Think of your website as your story’s home base. Create an engaging “About Us” page that showcases your company’s mission, values, and history. Add case studies, customer testimonials, and behind-the-scenes content to make your story come to life.
- Social Media: Social media platforms such as LinkedIn, Instagram, and YouTube are great for storytelling. Use these platforms to post employee spotlights, product stories, and behind-the-scenes footage. Share content that highlights your brand’s personality and values—and engage with your followers.
- Content Marketing: Blogs, whitepapers, and other written content give you the chance to dive deeper into your company’s story. You could write about the challenges you’ve overcome, the people who make your products, or how your innovations are changing the industry. These long-form pieces can help build your brand’s authority and connect with your audience on a deeper level.
- Videos: Video is one of the most engaging ways to tell a story. You can create videos showcasing everything from product development to employee stories. A corporate video or a series of clips can give your audience an inside look at your company and its culture.
- Email Newsletters: Stay connected with your audience by sharing stories in your email newsletters. Use them to share updates, success stories, new products, or customer experiences. Personalize the content to make it feel more like a conversation than just another marketing message.
5. Measuring the Impact of Your Story
Once you’ve started sharing your story, it’s important to see how well it’s resonating with your audience. Keep an eye on things like website traffic, social media engagement, and email open rates. These metrics will tell you if your story is making an impact or if you need to tweak your approach. Don’t be afraid to gather feedback from your customers or employees—it’ll help you improve and refine your story over time.
Storytelling is a powerful tool for any manufacturer looking to stand out in today’s marketplace. It lets you connect with customers on a personal level, build trust, and showcase what makes your brand special. Whether it’s sharing your company’s origin, showing off your team, or highlighting customer success, storytelling can help you build a brand that people remember and care about. So, get creative and start telling your story—your manufacturing brand has a lot to say, and the world is waiting to hear it!
Looking for help telling your story? Grant Marketing’s brand experts are ready to work with you to help your B2B customers connect with your brand and drive growth for your business. Contact us now or call (413) 259-0319 to get started!
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