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manufacturing branding

Making the Case for Branding: How to Show Your Boss the Value of a Strong Manufacturing Brand

June 7, 2024
by Mary Cornette

Ever wondered why some manufacturing firms consistently outshine their competitors, attracting more clients and commanding higher prices? 

It’s not just about the quality of experts, machinery, and materials—it’s about the quality of their manufacturing branding. When your branding is developed with strategy at its core, it can elevate your company from being just another player in the industrial background to a standout leader in market perception. And here are our top reasons why. 

Why Branding Matters to Manufacturing Companies

1. Increased Brand Awareness and Recognition

It’s instinctual for people to assume that strong branding = strong brand. (And we all do, consciously or unconsciously). 

When we break down “strong” we mean that the branding is relevant and resonant (it meets stakeholders’ wants/needs and triggers an emotional connection with them), that it’s differentiated (it’s unique, sets itself apart from competitors or at the very least competes with other competitors), and lastly, that it’s memorable (it has top-of-mind potential). So yes, it’s only natural that strong branding helps any company, but particularly a manufacturing company, stand out. And when reinforced by a memorable logo, tagline, and consistent messaging across marketing platforms (website and landing pages, social media, campaigns, collateral, etc.) all of these components work together to create brand recognition. As potential customers encounter the brand repeatedly, they become more familiar and trusting. 

2. Clear Differentiation from Your Competitors

Just as consistent awareness evolves into recognition, recognition evolves into differentiation. In a sea of sameness, a strong brand helps your business stand out. Take Boeing and Airbus, for example. Both are giants in the aerospace manufacturing sector, but each maintains a distinct brand identity that appeals to different segments of their market. Boeing emphasizes its engineering prowess and heritage, whereas Airbus pitches its innovation and efficiency. This differentiation helps them attract and retain their ideal customers. Statistics from Forbes indicate that consistent brand presentation across all platforms can increase revenue by up to 23%.

3. Greater Trust and Credibility

In the manufacturing industry, trust is not just a nice to have, it’s an essential. A strong brand communicates reliability and quality, convincing potential clients – and even existing clients – that your company is the right choice. For instance, Caterpillar has built a brand synonymous with durability and quality, allowing it to command a market presence that rivals find hard to match. And according to a Nielsen survey, 59% of consumers prefer to buy new products from brands familiar to them, which underscores the value of building a recognizable and trusted brand.

4. Stronger Customer Loyalty and Retention

Branding isn’t just about attracting new customers; it’s also about keeping them. For example, 3M, a multinational conglomerate with over 60,000 products to its portfolio, is known and highly regarded for its practical application of science and innovation. And for more than 100 years, it has successfully created a brand that customers return to time and again, even with numerous alternatives in the market. This loyalty is reflected in customer retention rates, which can be up to 5 times cheaper than acquiring new customers, according to the Harvard Business Review.

Real-World Success Stories

  • General Electric (GE) leverages its brand to connect with its industrial audience, emphasizing themes of innovation and reliability that resonate deeply with its clients.
  • Siemens focuses on sustainability and technology, helping to distinguish its brand in a crowded marketplace and align with the values of modern consumers. 
  • Honeywell uses its brand to underscore its commitment to quality and safety, key concerns for its customers in various sectors, including aerospace, building technologies, and performance materials.

How to Make Your Case

When discussing the need for stronger manufacturing branding with your boss or stakeholders, arm yourself with these stats and stories. Show how branding not only distinguishes a company from its competitors but also boosts profitability and customer retention. Highlight that an investment in branding is an investment in the company’s future.

The Bottom Line

If you’re ready to drive your manufacturing company forward with stand-out, results-driven branding, don’t wait. Explore the benefits of partnering with a brand-building agency that specializes in manufacturing branding and marketing. With the right team, you can transform your brand into a major competitive advantage, capturing more market share and being one step closer to achieving long-term, sustainable growth.

Ready to Transform Your Brand?

Are you interested in learning how a dedicated brand-building agency can share some of its strategies to elevate your manufacturing business? Contact us to discover how our expertise in manufacturing branding can help your business stand out, attract and retain loyal customers, and drive real business results. We’d love to be part of your branding journey. 

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