Have you ever heard of someone wanting to buy Tupperware? Or someone that wants to wear a Polo shirt?
These brand names have replaced some words in our everyday vocabulary, and they illustrate how powerful branding can be.
While your company may not become one of the household names, you can use branding to associate people with your business. That can give you significant precedence over your competition.
Building your manufacturing brand is important and goes hand-to-hand with building your product marketing.
While do two are very different, you shouldn't put your attention to just one, because your products and services in the first place are the fundamentals of your brand. If you would like to learn more about how to create product marketing strategy for manufacturing brands, click here and read our blog on why product marketing is important for sales strategy.
When it comes to tips on how to build your manufacturing brand here are some starting points you should start doing immediately.
While building a brand is not science fiction, it does take some research and planning. One of the first things you need to do is to know who your competitors are.
Researching rival companies and studying their marketing efforts can help you develop a strategy to differentiate yourself. Information that you gather is important; using them to write your mission statement will help you bring closer the value of your offer to your clients.
You can research your competitors website. See how they describe their manufacturing products, research their clients, customer stories, testimonials, etc.
This way you can find out your customers top performing features, but also weak points, and catch an opportunity they have missed.
Your research doesn't stop here. While knowing what your competitors are doing, it's even more important to know what your audience is doing.
The next step is making sure you identify your target audience. Appealing to everyone is impossible; knowing who your prospects are will assist you to create branding they can relate to as you form your brand voice.
Your voice, used in your marketing, gives your brand its personality. It serves to distinguish you from your rivals while engaging with your target audience.
In this situation the best solution is to create a buyer persona. Our partner TraceParts did a thorough research of creation of buyer persona. In the article you can learn how to allign your marketing strategy
Now that you've determined the personality of your brand, giving him identity is the next step. You will do it by creating a logo and tagline that will appear throughout your marketing materials.
These two identifying things are the simple representation of your brand's benefits and qualities.
Your brand message should contain one or two short sentences that will provide your target audience a more detailed explanation of your value proposition and drive them to choose your business over the competition.
Differentiation is crucial for your business in B2B marketing. To set you apart from your competitors your branding needs to create a unique and attention-grabbing story.
It can be simple but needs to separate you from many rival brand messages.
Your earlier research will give you a better picture of the audience you are targeting and the way you can connect with them. We know it could be a bit hard but try to keep your message as simply as possible so people can easily relate it to your business and also try to provide enough detail about your business. In that way, your audience will easier connect to your products and services.
To sum up, your brand should be a foundation of your business, enriching every aspect of your marketing strategy; the look of your website, the emails you send, and the content you create.