Industrial Branding: Why It’s Important

Posted by Kerry O'Malley

“Branding” is one of those marketing buzz words, but a lot of industrial companies fail to recognize how it relates to them. Yes, even in the world of products and services sold to the industrial sector, branding is the magic ingredient that can spell marketing success. It also happens to be one of the most misapplied terms in all of marketing. Everyone thinks they know what it means, but are hard pressed to give a definition when asked.

Here’s a simple quiz that will help define what branding is.

Q: What is branding?

1. That thing they burn into cows

2. A logo or trademark

3. An ad campaign

4. A tagline or slogan

5. I don’t really know, but I’ll look like an idiot if I admit it.

It probably won’t surprise you to know that the most popular answer, even among MBA’s in executive management, is #4.

What’s the Answer?

So what is branding – really? The correct answer to the question is actually #1 – “that thing they burn into cows.” The term “brand” refers to searing the hide of one rancher’s cattle with his own distinct mark so that it can’t be confused with anyone else’s. So to begin with, branding is about differentiation. Making it easy for people to tell you apart from the next guy trying to pry into their wallets. But a true branding strategy seeks to go much further than that. The goal should not simply be to make your customers and prospects choose you over your competition – but instead, to have them see you as the only solution to their problem.

If you’re thinking that a company that manufactures custom widgets for a primary target audience of purchasing agents and engineers doesn’t need to concern itself with branding, let me burst your bubble. Even a hard-core, left brain, just give me the facts and figures engineer – after analyzing features, advantages and benefits, after comparing pricing, terms, and delivery – will ultimately make a decision based on “what feels right.” There you have the essence of branding.

Your “brand” resides within the hearts (feelings) and minds (intellect) of your customers and prospects. It is the sum total of your products, services and company and their experiences and perceptions, some of which you can influence, and some you cannot.

Branding is not just about advertising, P/R, brochures, logos, slogans, etc. Those things grab their minds. Branding gets their hearts.

Part 1 of 2 – NEXT: Industrial Branding: How it’s Done

Author: Kerry O'Malley

omalley@marketectsinc.com

Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.