In a highly competitive, global marketplace, a well-defined brand will give you an edge over your competitors. And as I'll cover in more detail later on, branding your business consistently can help you stand out and pull away from your competitors. Sound good? Let's get started.
Manufacturing Businesses & Branding
Branding is much more than picking out a logo and a few colors (even though these are important steps). Determining your brand has to do with figuring out who you are as a business and who you are not. It outlines a business's identity and the image that business will show to the world.
A strong brand can withstand just about anything. Even as products, services, and the world changes, brands that have built themselves up and shown the world who they are are the brands that survive. Every brand needs to be unique in its own way, otherwise, it'll have less impact. To get you started on figuring out your brand, ask yourself these questions:
Why do you do what you do?
What does your brand promise?
Who is your target market?
Who are you as a business?
Who are you not as a business?
Each of these doesn't need to be quickly answered or completely figured out. They're more like ideas to keep in mind as you develop your brand - strong branding is not a rushed process. Once you have built your brand, the next step is building brand awareness.
Building Brand Awareness
This step is about sharing your brand. Brand awareness will improve how recognizable your business and help it stand out. When you think about brand awareness, think about consistency. A consistent color scheme, consistent voice, consistent logo, consistent imagery, consistent messaging, and consistent brand promise. Brands that commit to this level of consistency build awareness much faster than those who don't.
One of the most popular and accessible forms of building brand awareness is through creating and sharing content online. Almost all consumers and most businesses are online in some form or another, and content marketing helps them find each other.
Content Marketing for Manufacturing
Content marketing for manufacturing looks a little different than what you'll see in other industries, but that difference is pretty universal. The content marketing you'll see for healthcare and the content marketing you'll see for automotive look different too. And the companies within those industries that have strong brands are the ones that stand out.
So, when you go about developing content marketing for manufacturing, it's always going to start from the company's brand: who they are, why they do what they do, who they serve, and what their brand promise is. Those things, along with any and all other important details will determine the content marketing approach taken.
How do I know? From experience. I've worked with numerous industries - manufacturing, healthcare, automotive, technology, etc. - helping them nail down their brand and build it from the ground up. If you'd like an inside look, check out our branding case study:
She enjoys diving deep into the numbers and trends behind campaigns and constantly looks at new ways to bring the right information to the right audience. Kristen loves a good process and if there isn’t already one in place, she’ll look to create it.
Outside of work, you will most likely find Kristen at the softball fields or volleyball courts. She enjoys spending as much time as possible in the wide world of the great outdoors.