What Is a Brand?
The word “brand” brings many things to mind, from logos, to packaging, to an experience with a particular company.
It is a word that encompasses so much, that not only do marketers across all industries define it differently, but your manufacturing company brand may be defined differently in each division.
Building your company brand is no small feat, and maintaining it can be even more challenging. However it is important to your overall marketing strategy, as described in our latest e-book, “Leave a Trail- The Manufacturer’s Marketing Guide for 2014.”
To do it right, it is important to understand what a brand really is in the first place, how you define it, and how to maintain it over the decades in order to drive new business and foster customer loyalty.
The Approach to Your Branding
In a simple statement, your brand is your “big picture”. It is who you are and what you do.
You know who you are and what you do, now how do you communicate that to the marketplace? That is branding.
The difference between your “brand” and “branding”, is branding focuses on your unique selling proposition. It is your competitive advantage, and connects who you are with how you deliver your brand message to your market.
When deciding on your branding and how you will position this brand in the market, the very first thing you need to do is define things like your:
- Approach to doing business
- Company Story
- Relationship with your customers
These will help you create the solid foundation that is your branding and brand position.
This is an important distinction. Your branding is NOT your colors, your logo, your products, or even your name. These are things that can change with your brand, the parts of the house you build on the brand foundation.
A good foundation will allow the moving parts of your brand to grow freely.
Defining Your Brand
The branding of your manufacturing company is critical, but it does not have to be overly complex. There are four criterias in brand definition, beginning with the reasons your company exists in the first place.
1. Why you are in business?