Branding strategies for industrial and technological companies
Posted: Sun Jan 19, 2025 4:03 am
1. Branding, what is it and how can it benefit my company?
Branding is the transversal tool that helps industrial companies, as well as companies in other sectors, to connect with their public. This is one of the main benefits since, by achieving this connection, we can enhance the conversion of these users into clients , and clients into prescribers.
Another of the great benefits is that of making the company known for its value to the potential client beyond the product or service it offers. It is the way in which visibility is given to the intangible and emotional elements that influence a purchasing process, how we verbalize through communication or how we express with images the differential value of our brand to convince the user to trust us and not the competition.
2. What are the basic elements of an industrial branding strategy?
An industrial branding strategy must adapt to the needs of the company, uae email list however, there are essential elements that cannot be overlooked. With the value proposition, positioning and brand personality we obtain the most important information to begin building strategic branding.
2.1 Objectives
No strategy can begin without having a clear objective. Although branding objectives cannot always be measured with the precision of performance marketing, we cannot fail to analyse the needs of the brand at its starting point , as well as the company's aspirations in this area.
It is important that branding objectives are always aligned with business objectives , since this strategy, despite not focusing on customer acquisition, is a great enhancer of the rest of the actions implemented by marketing and sales.
You may be interested in: International marketing strategies for industrial companies
2.2 Value proposition
A brand's value proposition is the central axis of a good branding and communication strategy. We are talking about the set of benefits that it brings to the consumer from all the aspects that make it up as a company. It must be transparent, sincere and concise and always have the customer at its centre. What needs of our client can we solve? What do we offer that the competition does not?
An effective value proposition must include not only the benefits related to the product or service. It must include the emotional benefits associated with the customer experience and the company's values.
2.3 Brand Positioning
Positioning is the space that brands aspire to occupy in the mind of consumers. Brand positioning must be defined based on the company's value proposition , in-depth knowledge of the needs and profile of the target audience, and, of course, an analysis of the competition and their respective positions.
There are different brand positions that a company can aspire to depending on its characteristics as an organization and those of its product. Some of them are:
Quality
Worth
Price
Benefits
Problems and solutions
Customer experience
Competence
STRATEGIC POSITION
Within the process of creating a successful industrial branding strategy, identifying and defining positioning is one of the most important.
Positioning influences the structure of elements such as the tone and voice of the brand and the look and feel of its visual image.
2.4 Brand personality
Once we have defined the positioning, we need to detail the personality of our brand. One of the first questions we should ask ourselves is: If my brand were a person, what would its personality be like? To help us in this exercise, there are Carl Jung's Brand Archetypes, a synthesis that defines 12 personalities with which to identify brands.
According to this expert psychiatrist, archetypes represent the range of basic motivations of human beings.
When we identify a brand with an archetype, we are giving it personality traits that everyone is able to recognize, that already have certain values, characteristics and ideas assigned to them in the collective imagination . This makes it easier for us to make our brand known, its value proposition and notable qualities, to make our message understood in a much easier and more direct way and to generate connections with the public.
MOTIVATION WHEEL
2.5 Image
Brand image is what enables potential customers to differentiate us from the competition and is capable of associating brands with abstract concepts, values and even emotions. This starts with the logo, the colours, the web design… but it goes much further. The company's image has to be consistent across all of its online and offline applications. The brand image must not only convey all of the elements of its branding strategy coherently, it must enhance them and open up new avenues of connection with the public.
2.6 Storytelling
It consists of telling stories, using narratives around the history of a brand, its evolution, its learning… to reach consumers. Through this, the aim is to communicate the brand's identity, achieving an emotional connection with the audience .
Brands and consumers are establishing increasingly close and human relationships. Stories are capable of involving people on a deeper level, awakening their emotions and generating feelings of empathy and identification. However, we must not forget that even if we seek the most emotional factor, we must always do so from the authenticity and transparency of what we tell.
Branding is the transversal tool that helps industrial companies, as well as companies in other sectors, to connect with their public. This is one of the main benefits since, by achieving this connection, we can enhance the conversion of these users into clients , and clients into prescribers.
Another of the great benefits is that of making the company known for its value to the potential client beyond the product or service it offers. It is the way in which visibility is given to the intangible and emotional elements that influence a purchasing process, how we verbalize through communication or how we express with images the differential value of our brand to convince the user to trust us and not the competition.
2. What are the basic elements of an industrial branding strategy?
An industrial branding strategy must adapt to the needs of the company, uae email list however, there are essential elements that cannot be overlooked. With the value proposition, positioning and brand personality we obtain the most important information to begin building strategic branding.
2.1 Objectives
No strategy can begin without having a clear objective. Although branding objectives cannot always be measured with the precision of performance marketing, we cannot fail to analyse the needs of the brand at its starting point , as well as the company's aspirations in this area.
It is important that branding objectives are always aligned with business objectives , since this strategy, despite not focusing on customer acquisition, is a great enhancer of the rest of the actions implemented by marketing and sales.
You may be interested in: International marketing strategies for industrial companies
2.2 Value proposition
A brand's value proposition is the central axis of a good branding and communication strategy. We are talking about the set of benefits that it brings to the consumer from all the aspects that make it up as a company. It must be transparent, sincere and concise and always have the customer at its centre. What needs of our client can we solve? What do we offer that the competition does not?
An effective value proposition must include not only the benefits related to the product or service. It must include the emotional benefits associated with the customer experience and the company's values.
2.3 Brand Positioning
Positioning is the space that brands aspire to occupy in the mind of consumers. Brand positioning must be defined based on the company's value proposition , in-depth knowledge of the needs and profile of the target audience, and, of course, an analysis of the competition and their respective positions.
There are different brand positions that a company can aspire to depending on its characteristics as an organization and those of its product. Some of them are:
Quality
Worth
Price
Benefits
Problems and solutions
Customer experience
Competence
STRATEGIC POSITION
Within the process of creating a successful industrial branding strategy, identifying and defining positioning is one of the most important.
Positioning influences the structure of elements such as the tone and voice of the brand and the look and feel of its visual image.
2.4 Brand personality
Once we have defined the positioning, we need to detail the personality of our brand. One of the first questions we should ask ourselves is: If my brand were a person, what would its personality be like? To help us in this exercise, there are Carl Jung's Brand Archetypes, a synthesis that defines 12 personalities with which to identify brands.
According to this expert psychiatrist, archetypes represent the range of basic motivations of human beings.
When we identify a brand with an archetype, we are giving it personality traits that everyone is able to recognize, that already have certain values, characteristics and ideas assigned to them in the collective imagination . This makes it easier for us to make our brand known, its value proposition and notable qualities, to make our message understood in a much easier and more direct way and to generate connections with the public.
MOTIVATION WHEEL
2.5 Image
Brand image is what enables potential customers to differentiate us from the competition and is capable of associating brands with abstract concepts, values and even emotions. This starts with the logo, the colours, the web design… but it goes much further. The company's image has to be consistent across all of its online and offline applications. The brand image must not only convey all of the elements of its branding strategy coherently, it must enhance them and open up new avenues of connection with the public.
2.6 Storytelling
It consists of telling stories, using narratives around the history of a brand, its evolution, its learning… to reach consumers. Through this, the aim is to communicate the brand's identity, achieving an emotional connection with the audience .
Brands and consumers are establishing increasingly close and human relationships. Stories are capable of involving people on a deeper level, awakening their emotions and generating feelings of empathy and identification. However, we must not forget that even if we seek the most emotional factor, we must always do so from the authenticity and transparency of what we tell.