Growing Market Share - Branding in Manufacturing

In manufacturing, like many other industries, there is a tendency to confuse the business of the business with the business of the brand. This means that there is often confusion in the value proposition of the brand —describing the brand in terms of the product and its efficacy rather than the brand equity that adds value and increases margins.

In many manufacturing environments, it has become a numbers game – the more widgets a company can produce the more money they make. This mentality, in essence, buys into the abyss that drives the products that are manufactured into the role of commodities.

The brand is the product and the product is the brand. In today’s manufacturing environment, there is great similarity between products and it is often difficult to slide a sheet of paper between the differences in attributes between competing products.

There may be no real difference in product efficacy, and if there is a difference, it may well be a fleeting one. In the absence of a REAL brand with defined brand equity, all manufacturers have left is a commodity definition – forced to compete solely on the basis of price and relationships.

Therefore, many savvy manufacturers have begun to take pages out of the consumer-marketing manual and have changed their tactics to better reflect those of consumer marketing. Manufacturers are learning that in order to be successful, their brands must be more than a commodity.

If your price point is similar — and your product is identical — then build your brand around the precepts of the customer you wish to influence to differentiate and hold meaning to the target audience.

It’s sad, but most companies here are looking at branding in manufacturing just to receive generous grants to expand their business. When will they day come when industries such as manufacturing, and even sectors look into branding for what it is all about – looking good by providing great products and exceptional service. How long do we need to wait before we see this happening?