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A Manufacturer's Guide to Borderless Branding

 A Manufacturer's Guide to Borderless Branding

Branding is vital to any manufacturer; it lets you stand out from the competition by giving the company a clear direction and identity. The important thing to keep in mind is that branding doesn't stop at a country's borders. The manufacturer's brand must be understood and relatable across a wide array of cultures and values. You may ask, "How does my manufacturing company build its brand globally?" Let's take a closer look at how branding internationally can work in favor of your manufacturing company and why it’s a must in today's global market.


Establish Your Identity Locally

This is the first step your manufacturing company should take when considering the bigger picture, especially for manufacturers just starting out. Quality is one of the most important marketing tools your manufacturing company has at its disposal and will need to be consistent across all of the organization's divisions. A good way to institute your brand is by utilizing a style guide. This ensures that everyone involved with your organization's marketing is on the same page. It will establish clear parameters for logos, font, color schemes, language, and imagery that falls in line with your brand. These guidelines will be crucial when your manufacturing company markets internationally. Remember, when it comes to manufacturing, consistency in brand signifies consistency in operations.

Be Familiar in Unfamiliar Places

If you're like most manufactures, brand consistency hasn't been a focus. As a result, there has been a lack of a cohesive presence in the marketplace; you have a handful of different logos and messaging that is not unified. A style guide is no less critical when you embark on an international marketing campaign. Using the same color schemes and imagery on both your inbound and outbound marketing will help make up for any branding that was lost in translation.

Tip: Consider how words or phrases may be misinterpreted in the geolocation to which your manufacturing company is marketing.

Tip: Use localized websites that are in the language of a particular country your company sells in.

Think Global, Act Mobile

Search Engine Optimization (SEO) and Pay Per Click advertising (PPC) are two important tools in driving traffic to your company's website. You may have hired an expert who is handling your SEO and PPC campaigns. Your website may be in accordance with all the rules outlined in your organization's branding style guide. You can do everything right as far as your inbound marketing is concerned, but if your website is not optimized for mobile devices, you can expect visitors to your site will not stay very long. Customers across the globe will use your website to find out more about your company. If you want to build your brand internationally, your website must be optimized for mobile devices.

Regardless of how big or small your manufacturing company is, you must consider the impact of your brand. There are no new customers- only stealing them from your competitors. Read our eBook to learn more about how to grow your manufacturing business : https://bit.ly/2W6XJUM






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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.