What can you do to create stronger identity and a cool factor for a brand that may be a component of another product or brand?
Showcase Industrial Brand Identity and Coolness in B2B Brand Strategy
Here are three paths any industrial, business-to-business, or ingredient brand marketer should consider. All were highlighted at the Content Marketing World Manufacturing Summit where I spoke on creativity and content marketing in September.
1. Bringing the Consumer Feel to Industrial Brand Strategy
One theme throughout the Manufacturing Summit was “people” are making decisions in B2B markets. That means there is no reason to automatically walk away from brand strategy tools consumer marketers use, including (as spelled out by Kathy Button Bell, CMO at Emerson Electric):
- Bright colors
- Fresh faces
- Vibrant culture
These all make industrial companies more interesting to the PEOPLE. And as a tweet during the conference noted, there are no regulations within any industry mandating boring, self-centered, overly-formal, or stuffy content.
One idea this created for me was plotting industrial brands based on how ubiquitous they are vs. how “sexy” they are. Would any brands be in the upper right quadrant? And if not, how could and would an industrial brand benefit from moving there?
2. Finding the Cool in an Industrial Brand Identity
If you’re directing social media strategy for an industrial brand, how do you get to the “cool” factor in your brand?
At Lincoln Electric, Craig Coffey, U.S. Marketing Communications Manager at the welding equipment brand found the brand’s cool in realizing it “joins metal with fire. That’s cool!”
It’s easy, however, in an experienced B2B company to lose a sense of coolness and simply think about what the brand does to perform daily as devoid of any “cool” factor. Yet finding the “cool” in a B2B brand is the primary hope for generating audience interest. In discussing content successes at Lincoln Electric, Coffey pointed to several success factors helping to tell a cool story:
- A rich brand history
- Ambitious goals to reach audiences in new, meaningful ways
- Open-minded leadership
- A willingness to invest in marketing
An exercise The Brainzooming Group developed based on this conversation is a set of strategic thinking questions to help experienced people reimagine the “coolness” in a B2B brand they long ago stopped seeing as intriguing.
3. Showcase an Industrial Brand through Its Customers
To generalize one of Craig Coffey’s comments, “No one will ever care more about what your product does than you do.” The goal then becomes getting people to care about what your product enables them to do. But how do you build brand identity and awareness for an industrial brand that is better known based on the customers who use it than for what it does?
These situations create an opportunity to put customers front and center in brand stories, letting happy customers talk about what the brand enables them to do.
For Lincoln Electric, this thinking led to telling customers’ stories that are positioned not as “by” Lincoln Electric, but where the brand is instead “with” customers.
For a great story where the product is in the background yet its importance is unquestioned, check out this Lincoln Electric video. As I tweeted during Crag’s presentation, when you’re 4,000 feet over the Grand Canyon walking on a glass bridge, you want your welds to be DAMN good!
Ultimately brands can find it challenging to downplay their own products in the interests of playing up other engaging elements, but Lincoln Electric shows it can be a smart brand strategy to do so. - Mike Brown