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.
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.
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.
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:
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.