Branding and marketing for the industrial sector should be treated no differently than for consumer products—both require sound brand strategy followed by brand communications that speak to both sides of the brain. Although budgets may not be as large, and the means of reaching your target audiences can be highly specialized, the premise is the same—establish a unique point of differentiation on which to build your brand, and create compelling communications that articulate the brand promise to your audiences.
Now then, let’s be honest. Much of today’s industrial marketing is sub-par at best. The vast majority of the creative work, traditionally found in ever-shrinking trade magazines, is undifferentiated and uninspired. Innovative marketing and media mixes are a rarity at best. Somewhere along the line, many manufacturing companies (and their agencies) forgot that everyone is a consumer, even when they’re at work. The same types of triggers that create preference for consumer brands also apply to industrial and B2B audiences.
We’ve built the brands of B2B companies across many segments of the industrial category—from Toyota lift trucks and concrete roof tile to office furniture. Whatever the category, RiechesBaird firmly believes that channel planning, market and audience identification and creative messaging are critical to building the value of B2B brands.
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