4 Customer-Centric Brand Building Tips for Manufacturing Companies

In the manufacturing industry, it might not seem like branding is such an important element of business. However, this is a saturated industry with many companies competing against one another to land the same customers. And oftentimes it’s the bigger name that wins out. That is, unless you’ve implemented some powerful brand-building tips for manufacturing companies to make yourself stand out.

Instead of relying on word-of-mouth marketing and referrals to bring in customers, it’s time to take matters into your own hands. There’s no better time than the present to establish yourself as a leading brand in your industry. It’s the best way to increase your bottom line and build a lasting legacy.

Interested in learning how to effectively build your manufacturing company’s brand? Let’s dive in!

Key Takeaways:

  • Having a cohesive brand makes you more recognizable and memorable, assists in building a trusting relationship with potential consumers, and helps you stand out from competitors.
  • To get started with building your brand, you need to have a clear idea of who your ideal consumer is so you can cater your content, messaging, and marketing efforts to them.
  • Providing valuable content on a consistent basis is essential to positioning yourself as an authority and a thought leader in your industry.

Why Brand Building is Crucial to Your Success

Your company’s branding is more important than you think. It’s not just the physical elements, such as your logo and the colors you use on your website. Your brand is essentially the identity and the personality of your business. It’s your opportunity to have some control over how others perceive you.

Graphic from FourWeekMBA depicting the process of brand building

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And having a strong brand has become even more important in this social media age, as people are seeking to connect with their favorite companies online. Branding is what helps attract people to you and can even play a role in helping you stand out in a saturated niche.

Here are a few benefits of brand building for manufacturing companies:

  • You’ll Become More Recognizable: It’s easy to get lost in the noise online these days, so you want to have a brand that makes people stop and take notice. Being cohesive in your messaging through visual elements makes your brand more recognizable and memorable. If they like what they see, there’s a good possibility your branding will stick with them.
  • It’ll Assist You in Building Trust: Trust is an essential element to build with your audience because people do business with those they feel are trustworthy. Your branding can communicate that you’re professional, established, credible, and dependable, ultimately reinforcing that feeling of trust. When people trust you, they’ll be more likely to purchase from you.
  • You’ll Differentiate Yourself From Competitors: To encourage people to purchase from you and not your competitors, you need to embrace your Unique Selling Proposition. Build a brand around your special superpowers that the competition lacks. Help potential customers see the value you bring to the table so it’s a no-brainer when they’re looking for a manufacturing company to work with.

A strong brand image is instrumental in attracting prospective customers, while also nurturing relationships with those you’re already working with. While building a brand might seem like a time-consuming task, it’s worthwhile for creating long-term success.

Graphic from FourWeekMBA explaining the definition of a unique selling proposition

The Ultimate Guide to Digital Marketing for Industrial Companies

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4 Tips on Brand Building for Manufacturing Companies

Now the question is, how do you get started with brand building for manufacturing companies? To help, here are a few tips you can implement to begin creating a strong brand that attracts loyal customers.

1. Get to Know Your Target Audience on a Deeper Level

The first step in customer-centric brand building is to actually get to know your audience on a deeper level. Create a clear picture of who your ideal client is so you can cater your content, messaging, and services to them. You need to know their demographics, all about their business, and what they need help with. Then, you can focus on appealing directly to them.

It helps to conduct one-on-one interviews as market research if you have the time. Otherwise, you can send out surveys to existing customers or use social media monitoring tools to see what they’re sharing online. The more you know about them, the better.

2. Consistently Provide Valuable Content for Others to Consume

Once you’ve gotten to know your target audience and you better understand their needs, you’ll be able to provide them with the valuable content they’re looking for. This is a fantastic tip for brand building for manufacturing companies because content allows you to position yourself as a thought leader and an authority in your field. That can be what seals the deal and prompts someone to choose your company over a competitor since they’ll appreciate the free information you provide.

Consider where you’d like to be sharing content online. A blog is always a great place to start. In fact, 92% of content marketers use blog posts in their marketing strategy. And 56% of marketers who blog say it’s effective and 10% say it generates the biggest return on investment.

Of course, you’ll also want to make sure you’re using the social media platforms your target audience is most active on so you can reach them. It would also be smart to guest post on other industry blogs they’re reading to increase your exposure and brand awareness. Email marketing is great as well.

3. Expand Your Outreach Through Genuine Connections

Nurturing relationships with existing and potential customers is another effective way to build your brand. People are more inclined to do business with brands they know, like, and trust. And the best way to build that relationship with them is by having genuine conversations. This allows you to get to know your audience better, which can strengthen your content and your digital marketing strategy. Plus, they’ll feel closer to you and will feel like they can depend on you when it comes to the services you provide.

Oberlo graphic showing the popularity of blogging as a content format

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4. Provide Outstanding Customer Support

Did you know that 89% of consumers are more likely to make another purchase after a positive customer service experience? Providing exceptional customer service is essential for any business, but it’s especially important in brand building for manufacturing companies. That’s because consumers want to know you’ll be there to answer questions, provide support, or address issues when needed.

Poor customer service can cause you to lose customers to your competitors, ultimately hurting your bottom line. To prevent this from happening, make sure you have a dedicated channel for customer support. This could be through a chatbox on your site, email, and even through social media. Always aim to address their messages in a timely fashion to show you care about helping them.

Ready to Build a Memorable Manufacturing Brand?

Here at Shanahan Strategy Inc., we’re dedicated to helping manufacturers and industrial companies generate more sales and increase profits. Whether you’re looking for a strategic roadmap, need help finding leads, or want someone to assist with execution, we can help.

Contact us today to schedule your free consultation.

How About a Conversation?

You know the results you want. We know how to achieve them. Let’s talk to see if we’re a fit. This is what we help industrial marketers navigate every single day. 

The initial consultation is free.  If you’re thinking, “this is exactly what we need,” then let’s talk. We want to hear about your goals and frustrations. If there’s an opportunity to work together, great. If not, we’ll point you in the right direction. Get in touch or request a consultation.


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