The first step in growing your business is understanding the importance of manufacturing branding. You will be behind your competitors, which will make it easier to retain customers long-term.
Over the past few years, there has been a huge shift in how manufacturers sell to consumers. The days when manufacturers depended on resellers and retailers to distribute their products are gone.
Anyone can now set up a direct-to-consumer business and sell their products through eCommerce platforms in a matter of weeks.
It all sounds so good, right?
It also means that direct-to-consumer businesses now need to focus on a key element: manufacturing branding.
Manufacturing branding refers to the act of projecting a brand image to customers about your company and the reasons it makes the products you sell. It’s not a matter of explaining your actions.
It’s all about showing your customers how passionate you are about creating the best quality products on the market. Your story should resonate with your customers.
Consumer expectations are high and your business could fall behind if you don’t have a strong manufacturing brand. It is a part of the trends for manufacturers.
Are you still not convinced? We’ll be discussing the importance of manufacturing branding for your success and some tips to help you get there.
Let’s start with the basics.
What is a Manufacturer Brand?
When you think of manufacturing brands, the first thing that comes to mind is the giants that were always there.
This includes Ford, Nestle, and Coca-Cola as well as Apple.
However, there are smaller brands that have influence among consumers today.
E-commerce has helped scale manufacturers’ innovations reach a wider audience and leveled the playing field. Over 53% of all new innovations are responsible for the growth of smaller manufacturers, compared to just 5% of large ones.
Consumers might now look for manufacturing brands that offer more innovative products and closer connections to customers.
Puppy Cake, Natural Native could be a manufacturer-branded example.
These manufacturers used to delegate most of their marketing and sales responsibilities back in the day to the wholesalers, retailers and resellers they had.
Scaling manufacturers now have the ability to control how their brand is perceived and work directly with customers to deliver what they want.
Importance of Manufacturing Branding
It’s clear that scale manufacturers can now brand themselves more effectively with the advent of social media and e-commerce.
But why is this important?
Isn’t the product enough to help you grow your business?
A great product is essential for your manufacturing company’s foundation. A strong brand as a manufacturer can help customers feel secure and be able to offer an alternative to mass retailers that is worth their hard-earned money.
You risk losing your business’ growth and making it harder to retain customers.
We’ll be discussing a few reasons why you should take branding seriously.
1. Increase customer recognition
The most obvious point is the first.
You might be a strong brand for manufacturing in your industry, and it could become synonymous.
This means that when people think of the product you sell, their first thought is likely to be your brand.
Ice cream is a good example.
What is the first thing you think of? Magnum.
What about toothpaste? Colgate.
What luxury watches are available? Rolex.
These companies have strong manufacturing branding that we can literally link with their products.
Idealerweise, you’ll be doing the exact same thing, but on a smaller scale.
This will create a trusting environment for your brand and the products you sell. Customers will be more open to new products if you bring them to market.
2. Communicate emotionally with customers
Manufacturing branding is more than just about projecting a brand image to your customers. It’s all about telling a story that tugs at their heartstrings.
Customers will see you as more humane if you communicate your message and explain why you make your products.
In an age of changing consumer behavior and trends, this is even more important. It is easy for customers to move on to other brands without a strong emotional connection.
Consider the loyalty that Apple customers have to brands such as Apple.
This is not a coincidence. Apple has a long history of creating images that place the customer at the center of everything. Campaigns such as the “Shot on iPhone” campaign, involved customers directly by asking them to take photos on their iPhones and then sharing them.
Apple’s emotional connection is so strong that customers queue up for hours to get their latest products.
Do not underestimate the impact your manufacturing branding has on people’s emotions.
3. Create a bond of trust
You subconsciously let the customer know you are invested in the manufacturing branding by investing in it.
They understand that you won’t put so much effort into trying to establish a connection with someone if you don’t want to grow with them.
If the manufacturing branding that you display isn’t authentic and well-thought-out, it won’t work.
Modern consumers are quick to notice if you’re being dishonest or pretending that you’re something else.
4. Increase distribution channels
Working on your manufacturing branding has the advantage of increasing the number of channels you can sell your products. Make sure you have the right software so you can sell via multiple channels.
It’s not enough to be a well-known brand.
This will help you attract potential distributors for your products who may not otherwise be as inclined to sell your products.
If everyone is aware of your manufacturing branding, you will be able to negotiate quality deals with representatives and resellers.
This makes their lives much easier and allows them to spend less on marketing.
This is another example of a domino effect situation. Your brand will get more exposure if you have more distributors.
This delicate balance must be kept, however. It is important not to let go of your brand responsibility and lose personal connections with customers.
To counter the distancing effects of middlemen, ensure you provide quality customer support
5. Raise Profits
It is no secret that strong brands in manufacturing will allow you to sell at higher price points. If people have faith and trust in your company, they will pay more. What will truly set you apart is if you are able to beat private brands in terms of branding efforts.
Private brands are home brands for big retailers and large resellers who will sell lower quality versions at low prices. It is important to build a strong relationship with your customers in order to avoid any price differences when it comes down to manufacturer brand versus private brand.
Quick Tips to Build Your Manufacturing Company
- Tell your story: You want customers to understand why you do the things you do. They will connect with you if they know your back story. You can tell your story in content form, and you will build an emotional connection.
- Create valuable content: helping customers is the best way to show you care. You should give them content that you believe will be useful and relevant to their products. Guides, eBooks, videos, tutorials, etc.
- Show yourself as a thought leader: Be a thought leader by explaining the details and reasons behind your products. This will show that you’re an expert in your field and can be trusted.
- Design community: Make sure your logo, web design, and product bundle all look good together. All of them must be telling the same story and should have a consistent tone.
- Develop community: Because they feel less isolated from the buying process, consumers are more inclined to purchase directly from manufacturers. This is why you should engage with your customers via social media. Engage, answer questions, and foster a sense of community.
- Help other people tell your story: Using social media and the influencer market is an excellent way to boost your manufacturing brand. You can trust your representatives to tell your story.