Industrial Branding Agency.
Build a strong foundation

with Engineroom Design.

Industrial branding is becoming more and more essential for commercial success. It is more than just a logo, it’s creating and maintaining a distinctive and positive image of your product or service in the customers or potential customers’ mind.

We know this can be easier said than done. Not only do you have to develop the brand identity, values, beliefs, and guidelines. For your brand to be effective, you also need to get the 10’s, 100’s or in some cases 1000’s of employees onboard. They must understand your brand values and guidelines, believe in them, have ownership of them and actively promote or communicate them in everything they do. Easy right!?

But there is no doubt that Industrial branding is becoming more important; New research highlights how brand visibility has a direct connection with an industrial company’s performance. In a crowded marketplace consumers turn to brands they trust, and a recent study (Link to research) has shown that buyers in the industrial sector are no different. Of 5,300 industrial brands studied, only 5% capture 95% of the total visibility for the sector.

At Engineroom, we know how to create and build effective industrial brands and we understand the important differences between industrial and consumer branding. With over 20 years of experience and an agile team of creatives, we partner with our clients to help them achieve long term value from their industrial brands.

So how is Effective Industrial Branding achieved?

The aim of Industrial Branding is essentially the same for all industries:

To create a positive awareness of a product or service, which in turn increases business profit.

Building Brand Awareness

You might have a fantastic product or service, but what good is it if nobody knows about it?

Building Brand Awareness for your company and its products or services in the marketplace is essential.

Obviously the better known your company and your products / services are, the greater chance there is of customers buying from you.

Differentiation

In a competitive market it’s not enough just to have brand awareness. You also need to differentiate yourselves from your competitors.

If every brand in an industry is the same, how does the customer form an emotional connection with any one brand?

Your brand needs to set itself apart by communicating your core values, brand personality, and something extra that distinguishes your company from all others.

Only something perceived as ‘special’, will create a distinctive image that in the long run will create brand loyalty.

Positive Perceptions

You might have brand awareness, but is it a positive picture that your brand has painted in the minds of the customer?

Communicating positive perceptions and expectations of your company’s products or services before a consumer has had any experience of it is key to effective industrial branding.

Every interaction your brand has with the outside world through marketing and communications helps promote a certain image of your brand. Be strategic and make sure it’s a positive one.

Adding value

If your products or services have a positive perception or expectation, a customer may be willing to pay more for them. Thus, allowing you to increase your bottom line. What business owner is going to complain about that!?

This Brand Equity that is built over time through increased brand awareness, clear differentiation and positive perceptions adds value to your producst and services in the minds of the customer. Or at the very least the perceived “worth” of the product in the customer’s mind helps increase the likelihood of them purchasing from you.

The Importance of Differentiating your Industrial Brand.

At Engineroom we talk a lot about the importance of branding, and how it's more than just a logo, it's a reflection of who you are as a business and is key to how you are perceived by your market and audience.

Every company has something that attracts their customers, and this is important to define as companies are beginning to look increasingly similar. Technology is readily available; production has been refined and everyone understands best practices. Companies watch their competitors, following what they do, picking up their best ideas and often losing sight of their own values, point of difference – No one stands out from the rest.

From our experience we find that industrial brands come to us with one of two situations when it comes to understanding how to position their brand:

1. They have never clearly defined their brand position or values.

It is difficult to use branding effectively without an understanding of your brand position or values. How can you promote a brand without deciding what it is you are promoting?

In business it is understandable that there is an emphasis on selling over branding. Selling is usually more tactical and brings immediate revenue to a business whereas branding and marketing is more strategic, and sets the scene for the longer term. With a little initial planning and strategy, industrial companies can build stronger brands and ultimately win more sales, achieve more loyal customers and all this at better prices.

2. They have lost their way

You might have started your business with a defined brand positioning, but your core values or point of difference can easily be lost as time goes on and the company’s staff, products/services and overall business goals grow and change.

Brands can become tired over time and sometimes industrial brands can be forgotten or ignored, and stuck in a time warp if they don’t make an effort to keep their positioning and branding fresh and relevant to their industry and customer. The branding you began with may have been just right for you during those earlier years, but times change and it’s vital that brands evolve to keep up with the demands of their market and the customers they are chasing.

We have helped many brands in this scenario rediscover who they are and reposition themselves with a simple proposition and clear point of difference.

FAQs

What are some opportunities for Industrial brands?

In many industrial companies, marketing takes a back seat to sales, engineering, distribution, and technical expertise. So an industrial brand that prioritises branding and marketing can have a significant advantage.
Most industrial companies serve a distinct customer in a specific marketplace so increasing visibility and brand awareness with your target customer can be realised relatively quickly.
Having a larger online presence. This can set you apart from less innovative competitors. Whether that be through social media and digital marketing or investing in new online digital sales channels and platforms like; ordering equipment, requesting spare parts, services or training.
Simplifying customers decision making in an increasingly complex marketplace. Industrial companies who take the time to develop a deeper understanding of their customer and brand in each area they service will gain valuable insights, recognise threats and opportunities earlier, accelerate innovation and win greater awareness and market share.

What are some advantages of your company having strong Industrial branding?

Increased brand awareness and presence in your market.
Increased ROIC. You are more likely to be able to charge premiums of 5-10% more.
Increased customer confidence - resulting in an easier sales process for your team.
Loyal customers. That are more likely to tolerate small hiccups and promote your products or services to others.
More flexibility. If you focus on your own core values, you can afford to become more adventurous, and surprise customers by finding that little something extra.
Greater market share.
The potential for your brand to be capitalised. In recent years various approaches to measuring brand value have been developed, and in some companies a value has been put on a brand that has been included on their balance sheet as an asset.

How is Engineroom different from other Creative agencies?

At Engineroom, we’re not your everyday branding design agency. Industrial businesses choose us because we become an extension of their team. We genuinely care about designing brilliant, sales-driving brands that get the results you need and are happy to help you grow your brand in any way that we can. Along with branding design, we offer comprehensive digital marketing and design and packaging design services.

So, why choose Engineroom as your Industrial Branding agency?

We’re laid back – no high-pressure meetings, no intense sales pitches, our team is here to work with you and make running your business easier.
No jargon – the world of brand strategy can be full of technical jargon, but don’t worry, we won’t bamboozle you with any technical language.
In-depth industry experience – with decades of new brand development and brand redesign projects behind us for some of Australia’s largest companies, we’ve got what it takes to win you more attention from customers.
Long-term client relationships – designing your brand identity is just the beginning! When you work with Engineroom, you’ve got a partner you can turn to for design support at every stage of your business journey.

How is Engineroom different from other Creative agencies?

At Engineroom, we’re not your everyday packaging design agency. Sydney businesses choose us because we become an extension of their team. We genuinely care about designing brilliant, sales-driving packaging that gets the results you need and are happy to help you grow your brand in any way that we can. Along with packaging design, we offer comprehensive branding design and digital marketing and design services.

So, why choose Engineroom as your packaging design agency in Sydney?

We’re laid back – no high-pressure meetings, no intense sales pitches; our team is here to work with you and make running your business easier.
No jargon – the world of packaging design is full of technical jargon, but don’t worry, we won’t bamboozle you with any unnecessarily complicated language.
In-depth industry experience – with decades of product packaging design behind us we know what mandatory information needs to be included on both the front and back of your packaging, how and where to purchase barcode numbers and have them generated at the correct size and which legal boxes to tick.
Packaging design experts – we’ve helped drive sales for some of Australia’s most recognisable brants including Cadbury, Arnott’s, Sanitarium, Fosters, Maggi, and Continental.
We create effective packaging design – having conducted 100's of shelf audits and redesigned 1000’s of packaging products for some of Australia’s largest companies, we have discovered its a balance of creativity and effective communication that gets your products flying off the shelves.
Long-term client relationships – designing your product packaging is just the beginning! When you work with Engineroom, you’ve got a partner you can turn to for design support at every stage of your business journey.

What industry sectors has Engineroom worked in?

How much will an industrial brand redesign and repositioning cost?

New brand development or repositioning can vary depending on the existing assets we have to work with and the scale to which you would like to update your identity and collateral.

We’ll assess your unique needs and tailor our approach to your business, your project and your budget. As part of our initial briefing process, we’ll prepare several bespoke pricing packages for your consideration.

Your differentiation must be underpinned by core values and something extra that distinguishes your company from all others.

We’ll help you reposition your brand to create something ‘special’, a distinctive image that in the long run will help attract & maintain brand loyalty.

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Industrial Branding Agency. Build a strong foundation