For decades now, the Coca Cola Company has been a household name, and not a manufacturing company. The same can be said for Nike, Apple, or Volkswagen. We no longer buy products, but invest in brands whose values and messaging resonate with our own, and whose impact on the world makes a difference from our perspective. Among so many soft drink companies and sports equipment manufacturers, what makes these specific names so alluring?
The short answer: their identity. These brands have been building their identities and respective reputations for years, carefully leveraging human emotions, trends, and innovation. Some of them might not have anything spectacularly different to offer compared to other competitors in the business, and yet, they persevere as industry leaders and household names.
Knowing that, any manufacturing company can apply the same principle and focus on brand-building instead of merely pushing out new products every year. Understanding the relevance of branding can help you focus on those aspects of your business that can elevate your standing in your industry and push you towards the leading position in your field.
Establishing an emotional bond
All of our buying decisions are driven by emotions rather than reason. We like that toilet paper brands associate cute and fluffy animals such as ducklings with their product – it makes it much more appealing. Even basic products such as that can turn into an experience. Manufacturing brands that leverage emotions have a far better chance to become staple household names.
Unlike a simple product, a brand helps connect with a customer on an emotional level. That is why we see people who strictly belong to the “Coca Cola” vs. “Pepsi” group, or “Burger King” vs. “McDonalds”.
Whatever your product may be, focus on the emotion behind the purchase: be it a social cause, common values, or a promise, you need to make sure that your brand lives up to them all to remain relevant.
Building trust among customers and partners
Branding has yet another vital role in any branch of manufacturing, be it in the automotive industry, oil and gas, or tech tools: trust. Especially in branches such as oil and gas, branding will help define how trustworthy your business is and if you will build a strong reputation.
Are your oilfield products of superior quality? Do you emphasize security seals and innovative manufacturing methods that ensure product longevity and safety?
In the B2B world, companies investing in oilfield equipment need to trust that the brand they source their products from will always deliver on their safety and quality promise. Branding helps build trust through delivering upon a promise your business stands for.
Boost retention as well as acquisition
Manufacturing giants know well that although expanding your customer base is a great way to grow your business, retention is in fact a much more lucrative and cost-effective way to build up your reputation and boost revenue.
On one hand, as creatures of habit, we like to buy from names we know and trust. That same habit inspires us to recommend our favorite brands to our loved ones, thus expanding the reach of that brand. In one fell swoop, branding achieves both: retention through consistency and recognition, and acquisition by leveraging word of mouth and existing customer satisfaction.
Increasing brand recognition
Manufacturing companies that only focus on the product will typically fail to evoke an emotional response, but they’ll also fail to make their overall brand memorable. Customers today have so many options that it’s easy for them to see another box of cereal on a shelf of cereals, unless you have built a strong brand image and identity. Suddenly, your kids are asking you to get a box of Cheerios instead of a random box of cereal.
By emphasizing your UVP and authentic identity, you can build a product brand that will be associated with your overarching manufacturing business, but that will also be able to become a standalone brand. Both will help your customers recognize your products from a mile away and inspire them to purchase your products.
Allowing your business to stand out in the crowd
Branding is the process of extracting what makes you authentic and extraordinary in your industry. Do you follow unique eco-friendly manufacturing processes? Do you contribute to local charities in line with your values? What about investing in cancer research? What does your business do to make you memorable and unique?
Pinpoint that, and you can build a brand around that uniqueness, which should become the core value you bring to the market, and to your target audience.
Improving your revenue
Come Christmas, and you cannot prevent yourself from thinking about the latest Coca Cola Christmas ads, can you? At the very mention of coffee during fall, Starbucks’s signature pumpkin spice latte springs to your mind.
The power of association helps brands create bonds with customers, but numbers further confirm that people prefer consistent brands.
So much so that brands with consistent branding can expect a 33% increase in revenue. Branding, simply put, pays for the long haul, and consistent branding especially, so you won’t just put your business on the map, but also evolve its relevance and profitability.
Ensuring brand longevity
The one thing that many long-lasting brands have in common is consistency. Even if they alter their identities, they do so in such a seamless manner that their presence and reputation cannot be negatively affected.
By ensuring brand voice consistency across all of your communication outlets, from your website to social media, you invest in creating a memorable image of your business among your audience. For example, if you run a roof construction business you can also implement these tips.
First and foremost, you should deliver on your brand promise, consistently so. If you can meet and exceed customer and industry expectations, you’ll be recognized as the leader that you are. As you continuously ensure value for your customers, and you evolve your business with the upcoming trends, you give your business the foundation to last.
The manufacturing industry is a versatile and competitive one to penetrate, and an even more difficult one for brands to persevere. In order to outlast your competitors and make a lasting impression on your customers, you should treat your business not merely as a sum of its processes, but as a unified brand with a unique identity. Leverage that identity in how you approach your target audience and industry partners, and you’ll have a much better chance to succeed.