Recently, our agency was featured on Industry Today to discuss the shelf life of manufacturing brands. In the article, we interviewed several companies to discuss their thoughts on branding and the importance of updating their look frequently.
Does Your Branding Match Your Cutting-Edge Products?
Considering how dynamic the manufacturing industry is, it’s surprising how many brands remain static. Once companies are 20 or even 100 years old, it’s easy to put marketing on the backburner. But despite earlier success, we believe that outdated brands lead to future missed opportunities.
All of the manufacturers we interviewed agreed with us. In an industry where your products and capabilities change at a rapid pace, it’s crucial for your branding to keep up. After all, how can you expect folks to believe in your products when your branding belongs in another decade? If you want prospects to believe you’re producing the latest and greatest, your branding needs to convey that from the get-go.
Keep in mind that marketing, print collateral, websites and trade show displays will have an even shorter shelf life than logos. In one of our interviews, the president of the company said that his website and collateral are updated every three to four years maximum. He emphasized the importance of staying relevant and creating the image of a cutting-edge, progressive company.
Has Brand Blindness Blurred Your Reality?
When you’re fully immersed in your company, it’s easy to lose sight of your branding. You’re so familiar with your look and materials that you fail to question the effectiveness of them. This is what we call brand blindness, and it’s a common problem in the industry.
Manufacturers must view their business from the customer’s perspective. If you knew absolutely nothing about your company and looked at your own branding, what would your first impression be? Keep in mind that a lead’s first interaction with your company will involve your branding. Whether they’re browsing your website, glimpsing at your business card or reading your product catalog, your branding will be the first thing they see. And if it looks antiquated, they’ll question your capabilities or dismiss you altogether.
The manufacturers we interviewed are very cognizant of their branding and how it affects their image. One manufacturer shared that the payback for frequent website updates and refreshes has been significant.
You Control Your Image It isn’t easy to let go of the past and change your look. After all, you wouldn’t be where you are today without your current branding. But if you want to truly maximize your success moving forward, then you need to part ways with your outdated branding.
But there’s good news: Rebranding your company can be fully delegated to a creative agency. Rather than using in-house resources, you can leave the heavy lifting to the professionals.
That’s where we come in. Our industrial branding agency has spent decades working closely with manufacturers and technology companies. And we’re ready to help you reach new heights with your branding and in 2020.
In the meantime, check out the full article for some helpful tips and insight from today’s industry leaders, including:
• Kevin Benensohn, sales and marketing manager at AOI Matcha
• Paul Steck, president of Exothermic Molding
• Steve Rowe, director of marketing at Esco Optics
• Nora Ashmen, director of marketing at VAC-U-MAX
• Josh Kurz, director of sales at AK Stamping Company
• Josh Sanders, vice president of Sea Breeze
• Dan Ricklefs, vice president global marketing at Danfoss Power Solutions (US) Company
