Hear I go again…beating the drum for industrial branding.
I write often about industrial branding, as recently as November 9; Industrial Branding: You Get What You Pay For!
I will be the first to admit I have always been influenced by a quality brand message. When I first became involved in marketing the companies that created a strong brand captivated me.
“How, in the world, did they do that?”
Then, years ago, I became good friends with Greg Miller, Michigan’s grand guru of branding.
At our weekly coffees at “The Club” (Tim Horton’s or Grand Traverse Pie), Greg further convinced me how many of my industrial friends were not capitalizing on branding and how it could benefit them…particularly in the age of search, social and mobile. We both felt that the web & new technologies were brand multipliers…if done properly.
Every time I approached the concept of branding the typical response was, “We have a good logo and re-did our tag line recently” …or something similar. I would then check out their website, sales literature, brochures, social accounts, etc.
And what did I find?
Absolutely nothing to distinguish them from their industrial competitors.