If your company has products made (in whole or in even in part) in the good ole USA, you should be making the most of adding “Made in the USA” or “Made in America” messages to all of your marketing touchpoints.
The well-known and recognizable “Made in America” stamp means that products sold by U.S. manufacturing and factory facilities and made by American-based workers contribute to a brighter and more stable future for local regions and our entire country.
Any iteration of the slogan “American-Made” is a marketing gold standard, one that has helped establish the reputations of numerous well-known brands: Winnebago, Johnson & Johnson, Crayola, General Electric, Kitchen Aide, and Wilson (footballs), to name a few.
Customers value companies that have planted roots in their communities, and a significant majority will choose locally-owned and manufactured services and products rather than those from overseas competitors. This strengthens the U.S. economy from the inside out.
America’s Brand Equity
Manufacturers are businesses, and no business can succeed without a regular flow of customers. The customer is the most important player in B2B and B2C worlds.
America’s brand equity is particularly strong in a number of sectors, including manufacturing. You should evaluate how this brand equity aligns with your company’s brand personality because that connection can resonate with your desired target demographic(s). Some manufacturers build their brand identity (logo, tagline/slogan or both) around their American-Made differentiator.
Marketing Your American-Made Status
There are numerous upsides to being in a manufacturing ecosystem that resides, operates and produces and/or builds here in the U.S. Marketing your American-Made status should be a top priority. Here are just a handful of those advantages.
Shorter Lead Times
Manufacturing in the United States results in quicker delivery to consumers. Sourcing materials close to home means shorter lead times, and in a world where there is increasing demand to have products received rapidly, having U.S. vendors reduces the reliance on foreign supply chains, imports, and trade agreements.
When a company can meet or exceed expectations, they become a trusted brand for consumers across the country. Utilize your company’s metrics, statistics, testimonials or case studies related to your lead times and make the most of that data by pushing that out via your marketing channels. Sales decks and presentations/pitches should also be places where you highlight your American-Made association.
The Environmental Impact of American-Made
When goods are manufactured, marketed, and delivered here in the U.S., it lessens the overall environmental impact than if imported from overseas. By reducing international freight, transit, and shipping, companies significantly limit their carbon footprint.
Current technologies allow manufacturing processes in the U.S. to lean toward cleaner, renewable, and eco-friendly or “green” practices.
Be sure to convey through your marketing collateral and website that by manufacturing American-Made products, you are doing your part to contribute to a healthier environment now and for generations to come. Some companies are even publishing annual ESG reports to showcase their sustainability practices.
American-Made Means High Standards
Unlike in other countries, the U.S. prides itself on the exceptional safety standards it sets in manufacturing facilities. Government bodies like OSHA oversee safe working conditions in the manufacturing industry.
Controls and regulations are in place to minimize accidents while granting rights to employees. Foreign countries may not have the same level of health and safety and imported goods may contribute to unsafe conditions for thousands of workers.
If a company outsources manufacturing, it loses access and control of the product’s pipeline. Much knowledge of the product’s quality is decreased to save money on production.
When companies produce products in the U.S., they have complete control of every aspect of the product, from design through production and even delivery. That is a huge unique selling point that should be part of your company’s narrative and marketing language.
A Commitment to American-Made
Aviate Creative has collaborated on projects with numerous manufacturing clients that differentiate by having originated and operated here in the U.S. They and their customers know that being American-Made matters.
Companies that take the time and make the dedicated effort to manufacture in the U.S. demonstrate their commitment to providing consumers with the highest-quality product possible. By doing so, they send the message to consumers that price will never become more important than quality.
