Fall 2008 - Marketing Dimensions from Felber & Felber Marketing

	Fall 2008

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Manufacturing Your Brand

By Bruce Felber
Kodak, Coca-Cola, McDonalds, Wal–Mart, Harley–Davison and Crest. Brand names we all recognize that paint a picture in our mind just by the mention of their names or seeing their logos. That is the power of the brand, an image that can withstand the test of time. If I mention Microsoft, Dell, HP and iPod you know exactly what they stand for. It is pretty easy in consumer circles to appreciate the power of brands.

Well, what about business–to–business, and even more specific, manufacturing? Do you think your brand is just as important if you're a manufacturer? You might be saying to yourself that you sell to a narrow market so only those people should know my products or services. You could not be more wrong.

Your Brand is Everywhere

We are in a global market and our "brand" and "position" (yes, two buzz words) are extremely important. The business world is moving at a faster pace than ever before and manufacturers are facing skyrocketing fuel and labor costs, globalization and the unfortunate shrinking dollar. Still, manufacturing is the backbone of commerce that touches all of our lives. Economic growth depends on manufacturers so there are plenty of opportunities. Despite what you hear, especially around the Ohio region, manufacturing is not dead.

So why must manufacturers ensure they not only have a brand but someone is maintaining it daily? Data is available almost anywhere, at any moment in time. Something said here in the United States is available worldwide within a matter of seconds, all thanks to the Internet world. Plus, it stays out there forever. This is why your brand, image and reputation are everything—as content is available to anyone who wants it. How you look, what you say and what you stand for are more important than ever. In just seconds, a mismanaged communication could leak onto the Web and the reputation you spent years building could be lost in seconds.

I Have Customers, Why Do I Need a Brand?

For many years during the late 1960's through early 1980's, the nation experienced a time of brand backlash. During World War II, brands were incredibly important but then people wanted the products to be more important than brands. Generic became the hype for a while. In the mid 1980's, branding went full circle. The young professionals in their late 20's are just as brand loyal and conscience as the WWII generation. As more and more young professionals take on buyer positions in industrial marketplaces, they want to buy a product that not only performs but makes them feel like they are buying quality and integrity. You may be selling to the same person you sold to 20 years ago, but someday that will change. Begin to understand that the needs and desires change with every new generation.

Branding from the Beginning

Branding helps differentiate products. For manufacturers, there are ways to increase the quality and perception of your brand. To ensure you end with a quality product, you must first start with quality raw ingredients. Match the brands of the raw materials you purchase to that of your brand. If you want your brand to be perceived as high–end, are you going to use raw materials that are low–end and underperform, thus compromise your product?

Reputation and brand are just as important as quality products. They uniquely separate the competition and help establish the relationship manufacturers have come to depend on. For example, you can buy repositionable notes from several manufacturers today – but, why do we still call them "Post–It Notes" no matter what brand they actually are? And, just why do we prefer these brand names? Simple. It is because they give us confidence and comfort in knowing we have a good, quality product. That is the power of a brand.

Branding's Role in Everything We Do

We all strive to believe our products or services will be highly demanded and selected by large corporations for use, no matter the industry or product line. In order for this to happen, you must convey a consistent brand image, feel and presentation at all times. Businesses depend on one another just as they do their supply chains; so what you say and how you say it is just as important as your actions.

People buy from people they know, like and trust. The old saying, "It takes a lifetime to build a reputation, and only a minute to lose it" rings in my ear each time I use Felber & Felber on any item put to press. Concentrated efforts on proper use of branding in public relations, direct marketing and advertising are critical. A well–defined strategic marketing plan will enhance your work ethic and can even mold the perception of what you do. Branding both in words and graphics reinforce your message and must fit in with your overall short and long–term goals. Don't let the past define your future – instead, let it help shape your future. Learn from others' mistakes as well as your own and then make a point to correct it in the future.

Next time you purchase supplies for your office or factory, think about why you buy from that particular company. Now, put yourself in the buying position of one of your potential customers. Examine your image and brand appeal. Ask yourself if you are someone to know, like and trust. Why would people want to buy from you? If you are hesitant on any of those items, restructure yourself to become someone people will want to buy from. There is no substitute for continual marketing, branding and communications. Brand and reputation are everything.

Contact Felber & Felber Marketing at 330.963.3664 or info@felberandfelber.com.

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