Contrary to common perceptions, the manufacturing sector in the UK is thriving, making up 44% of total exports and employing around 2.6 million people. The manufacturing marketplace is a highly saturated and competitive sector and therefore, effective B2B branding plays an important part in cutting through industry noise.
Why is branding critical for B2B organisations?
Many marketers believe that branding and creativity is a nice-to-have luxury for B2C markets. However, just like B2C customers, decisions are being made by humans – emotional creatures with feelings. B2B decision-makers within manufacturing organisations weigh up product and service benefits against competitors just like B2C customers, but due to a lack of brand presence, many manufacturers are getting lost in over-crowded marketplaces.
Decision-maker interactions with B2B brands are more similar to how customers engage with B2C brands than many of us believe. Creating a strong brand presence, nurturing long-term relationships and developing excellent user experiences are therefore just as critical for B2B, and in particular, manufacturing organisations to establish credibility and gain a competitive advantage in the industry.
The challenge with manufacturing branding
Despite similarities between B2B and B2C audience decision-making, B2B branding presents its own challenges. In contrast with consumer marketing which often influences relatively low-value purchases, marketing for manufacturing relates to high-consideration purchases and more expensive transactions with longer product lifecycles. Audiences within the sector are usually knowledgable professionals in their field, presenting a challenge to strike a balance between complex product and service information and an approachable brand persona.
To win business, manufacturing branding needs to address profitability, productivity and other value-driven issues that are identified as important to the target market. To communicate USPs and differentiate a business from its competitors, an effective brand is crucial to speak consistently to clearly defined target audiences and qualified prospects at all touchpoints throughout the entire sales cycle.
How a strong brand can cut through industry noise
Establishing a strong brand can help to capture attention and develop a competitive advantage within crowded marketplaces. Our brand new guide ‘7 Ways a Brand Can Improve Your Business’ is packed full of benefits of having an effective brand. Download your FREE copy here!
For a sneak-peek into our guide, take a look at a few key benefits of creating a strong brand presence for the manufacturing sector here:
-A consistent brand helps to build trust and establishes an organisations position as an industry leader. If a decision-maker trusts a company, they will choose it over competitors, every time.
-Creating a synonymous brand that tells a business’ story helps to create positive experiences by building emotional connections with customers, employees and other stakeholders.
-Maintaining consistency between marketing across a range of platforms reinforces the level of quality, customer service and support customers receive.
-A distinctive brand identity will ultimately generate enquiries and leads to drive business value.
Here at mooch, we have created interruptive brands that tell stories and emphasise capabilities for both local and blue-chip manufacturing organisations. Find out more about effective branding for manufacturing and other B2B sectors here.
Think you’re already a marketing master? Take our quiz and find out how much you really know about branding here.