Article | January 19, 2022
Manufacturing branding is a relatively recent trend that is gaining traction in the manufacturing sector. Brand marketing is important for manufacturers in a variety of ways, including increasing business revenue and establishing product credibility within their target consumer group.
82% of people feel better about a brand after reading personalized content.
94% of customers are inclined to develop a relationship with a brand that is completely transparent.
13% of consumers would spend 31-50% more on your products or services if they believed your business was making a positive difference in the world.
In this article, we will look at the advantages of branding to a manufacturer as well as how brand manufacturing may be established.
What Difference Can Manufacturer Branding Make?
"A brand is a voice, and a product is a souvenir"
-Lisa Gansky, an American entrepreneur, writer, and speaker
Your Name and Work Will Be Publicized
Branding is the process of enriching your products with a visual, linguistic, and conceptual identity that differentiates them from competitors. Ideally, factory branding would help you reach out to your potential clients by making them aware of your company's name and becoming familiar with what you do.
Brand Marketing Builds Emotional Bonds
Manufacturing branding is more than merely developing an image in the minds of your customers. It's about telling a story that strikes a chord with them.Once you've defined your message and the motivation for developing your products, customers will be able to connect with you more easily.Relatability is critical in an era of ever-changing trends and consumer behavior. Your clients will simply switch over to another firm that provides the same service and fosters a sense of belonging. The emotional value of your manufacturing brands should not be underestimated.
Building Trust Is Easier with a Strong Brand
A manufacturing brand that wishes to remain in business for the long run will communicate with its customers. The customers understand that you would not connect or share your story unless you intended to grow with them. However, this strategy works only if the factory branding is well-executed and demonstrates its authenticity. Modern customers can easily notice dishonesty or the use of a phony character.
Increase of Distribution Channels
Working on your manufacturing branding will help you expand your sales. Just make sure you have the necessary tools to sell via different channels. Creating a memorable brand doesn't merely attract customers. It will also assist in attracting potential distributors who may otherwise be reluctant to be your distributing partners. Your ability to negotiate quality agreements with resellers and reps will increase when your manufacturing brand is well-known. It simplifies their lives and saves them money on marketing.
This is a domino effect issue. More distributors mean more exposure for your business, but a delicate balance must be maintained. Your personal connection with clients may be lost if you abdicate brand responsibility. So, provide superior customer service to maintain a connection with your customers.
Profit Margin Is Increased
A strong manufacturing brand will allow you to sell at greater prices. People will be happy to pay for a quality brand that they can trust. But what would really set you apart from the rest is if you could beat private companies at branding. Private brands are the house brands of shops and huge resellers who offer cheaper copies of your goods. Customers should be able to tell the price difference between a factory brand and a private brand.
"You can’t build a reputation on what you are going to do."
– Henry Ford, the founder of the Ford Motor Company
How to Build an Effective Manufacturing Brand?
Identify Your Intended Audience
Identifying your target demographic is the first step in intentionally building your brand. You can build a buyer persona of the typical user of your product or by analyzing your current consumer base. Consider their age, gender, industry, occupation, education, interests, etc. To grow your brand and market your products more effectively, you need to create a buyer persona.
Conduct Competitor Analysis
Following that, it would be advisable to analyze your competitors' brands. In various markets and with companies in general, there are many brand features that are unique and widely utilized, and it would be counterproductive for a corporation to highlight those elements. For example, many B2B companies take pride in their product quality, reliability factor, and personal touch. When everyone is highlighting the same brand qualities, you will need a unique approach to stand out.
Developing a Central Theme
A brand's central theme acts as a pillar. It summarizes your company's principles and objectives in a single statement, or perhaps one word. It's a lot simpler to come up with marketing ideas and campaigns that connect with your company's philosophy and seem like a part of the brand.
Developing Your Brand's Individuality
Now, imagine your brand as a person, considering the preceding phases. You may gather every piece of information possible. The more specific you are, the more solidity your brand identity will have.
Brand themes may help you develop your brand's personality and story. Using themes, you may classify individuals and fictional characters based on a common set of personality qualities. These are commonly used in psychology and marketing.
Creating a Visual Brand for Your Business
Finally, create a visual illustration for your organization. This includes producing unique logos that represent your company's beliefs, selecting colors, designing your website and blog, and everything that can be related to visualizing your corporate brand.
Get familiar with geometric and color psychology, look at what prominent brands and other firms in your industry have done, and get on board with a good graphic designer to create the materials.
Best Channels for Manufacturers' Branding
Many businesses utilize social media, blogging with SEO suggestions, and email newsletters to boost their online presence. Content is the most important consideration when adopting these marketing methods. Hire good specialists to assist you in
understanding your buyer's persona and developing buyer-centric content to capture their attention and generate potential leads for your business.An active social media presence enables you to increase the number of followers on your social media sites and reach millions of people via these platforms. Furthermore, you can start weekly newsletters to keep your subscribers updated on the latest developments, campaigns, and how you're working to develop the best goods possible for your target groups.
Effective branding for manufacturing is what you need to increase your company's popularity and demand in a competitive market. Once you've established yourself as a known brand in your sector, you may pursue manufacturer branding, which is used by many well-known manufacturers such as Ford, Nestle, Coca-Cola, and Apple. Use the above-mentioned techniques to create your own brand and stay ahead of the curve in your industry.
What are the four elements of branding?
A successful brand requires a strong brand identity, brand image, brand culture, and brand personality, all of which must be present.
What is the manufacturer’s brand?
A product that has the manufacturer’s name on it or is used to market and sell the product.
What is manufacturers’ label?
The manufacturers label provides name and address of the manufacturer or distributor and relevant hazard warnings.
Article | December 2, 2021
The world of manufacturing is continuously evolving in the 21st century, and companies have to combat competition, altering consumer demands, and unexpected events to be able to deliver in today’s experience. Global connectivity, innovation, and disruption are all reshaping the manufacturing industry, but a world-class business platform can help companies transform operations digitally to keep up with an evermore digitized world. The factory of the future will allow manufacturers to enhance production through the convergence of information technology with factory operations, combining the effectiveness of the virtual world with the materiality of the physical world to lower costs, increase flexibility, and better meet customer expectations.
The factory of the future functions on four dimensions: resource planning, manufacturing planning, planning and optimization, and manufacturing operations. Resource planning involves defining and simpulating the plant layout, flow, assets, and resources needed to efficiently develop products in a safe environment. Normal production change requests can be quickly validated by using 3D virtual experience twin technology. This technology could also quickly pivot operations to alternative products in the case of disruptive events. Manufacturing planning enriches the resource and product definition by defining and validating a process plan and creating work instructions that meet production goals.
Digital visualization of resource and process changes can also help speed up time-to-production in any scenario no matter the location by leveraging the cloud. Planning and optimization of supply chains across planning horizons will help manufacturers gain visibility with planning and scheduling by having the ability to model, simulate, and optimize alternative supply and production plans to reduce disruptions. Lastly, manufacturing operations management can transform global production operations to attain and maintain operational excellence. Manufacturers can create, manage, and govern operational processes on a global scale while maintaining operational integrity to meet altering demands.
For the factory of the future to come about successfully, there needs to be connected technology and shared data. Technology has to be adaptable with robotics and equipment that can be reconstructed to house changes and new products. An AI-powered product demand simulation is necessary to maintain agility and boost productivity. A versatile, cross-functional workforce with the ability to explicate data and function well in AR environments is also required along with smart factory technology such as wearable sensors and virtual prototypes. Through all this, the factory of the future can connect technologies across the product life cycle while optimizing the workforce and increasing sustainability.
Although achieving the factory of the future has several benefits, creating a feasible factory of the future plan can be challenging. In 2018, only 12% of companies had a mature factory of the future plan. One of the main challenges that companies face is a lack of internal skills to devise digital solutions. However, this can be combated by carefully considering how you can utilize digital technologies to deliver improved performance, resiliency, and flexibility. It is easier to begin with small steps and to collaborate with a partner who could support your efforts to build toward your desired transformation goal. It is important to always be prepared by evaluating your next steps, industry trends, and progress metrics. It is also crucial to focus on the people, process, and technology you’re using to have a successful transformation journey.
Manufacturing with the factory of the future can provide savings in a wide range of categories. For example, it can reduce virtual vehicles build time by 80%, increase on-time performance of industrial equipment by 45%, and reduce modular construction time of construction, cities, and territories by 70%. Leading the transformation of the manufacturing space towards the direction of the factory of the future will allow manufacturers to work smart and better meet the needs of the end consumers.
Article | December 8, 2021
An agile manufacturing strategy is one that places a strong priority on responding quickly to the needs of the customer, resulting in a major competitive advantage.
It is a captivating method to build a competitive work system in today's fast-moving marketplace. An agile organization must be able to adapt quickly to take advantage of limited opportunities and rapid shifts as per client demand. Agile manufacturing is gaining favor among manufacturers due to its several benefits, including increased work productivity and good control over the final deliverable. Furthermore, the shorter time to market is expanding the global market for enterprise agile transformation services.
According to Market Watch, with a CAGR of 17.9% from 2019 to 2026, the US enterprise agile transformation services market is predicted to reach $18,189.32 million by 2026.
So why is agile manufacturing gaining traction? What challenges do manufacturers encounter when implementing agile manufacturing, and how have industry leaders like GE, Adobe, and Accenture effectively implemented agile methodology in their organizations and become the best examples of agile manufacturing? In this article, we'll take a closer look at each point.
What Is the Importance of Agile Manufacturing?
The term "agile manufacturing" refers to the use of a variety of different technologies and methodologies in the production process. In order to meet market standards and criteria, organizations must be able to adapt quickly and effectively to their customers' needs by bringing agility to manufacturing. To ensure the quality of products and the cost of production are kept to a minimum, agile manufacturing helps firms to regulate their end product.
Because it immediately addresses the needs and worries of the clients, it is an effective strategy as well. By using this method, firms may better understand the market and use it to their advantage by creating products that meet the needs of their customers.
Challenges While Adopting Agile Methodologies on a Project
When we talk about agile challenges when implementing it on any project, some will be routine and some will be unique. So, let's get a quick grasp on the agile challenges.
Communication about the project: Clear communication between the development team and the product owner is critical throughout the project development life cycle. Any miscommunication can have an impact on the product's quality and the end result of the entire process.
Managing the day-to-day operational challenges: Throughout the project, daily minor or large operations play a significant impact on the overall project output. Any obstacles encountered when working on everyday chores should be resolved immediately to avoid any delays or halts in the process.
To make it function, you'll need experience: Any inexperienced product owners, scrum masters, or individuals new to the agile approach may have a negative impact on the project's expected output.
Various project contributors' buy-in: Inadequate training, a lack of motivation to show up from project participants, keeping customers in the loop, and a lack of departmental management are some of the problems that may hinder the accurate implementation of the agile methodology. The presence of one or more of these obstacles in any business or project may jeopardize the agile methodology and its total output.
Though there are many online training courses and books available on how to integrate agile practices into your project, each organization's scenario is unique, as are the challenges they encounter. As a result, handling the situation with experienced personnel that have a can-do attitude is what is required to make it work.
Following that, we'll look at some manufacturing business agile examples and how they've successfully implemented agile methodology in their organizations.
Agile Manufacturing Examples
We'll look at one of the most well-known industrial examples of agile manufacturing that has successfully implemented the methodology and achieved great outcomes. Take a peek at it.
One of the most popular agile manufacturing examples in performance management revamps is Adobe. When Donna Morris was Senior Vice President of People Resources in 2012, she thought the annual performance evaluation and the stack-ranking process were bureaucratic, paperwork-heavy overly complicated, taking up too many management hours for the company. Aside from this, she discovered that it set barriers to joint efforts, creativity, and development.
The Adobe team ditched annual performance reviews and encouraged managers and employees to regularly discuss performance via a system called “Check-in.” Adobe has reduced voluntary turnover by 30% and increased voluntary departures by 50% since making the transition. Moreover, the company saved 80,000 management hours annually.
General Electric famously overhauled its performance management system in 2015, paving the path for other global firms to follow in the electronics industry. Annual performance evaluations and the infamous rank-and-yank performance rating system (ranking employees and regularly eliminating the bottom 10%) had GE decide they needed to update their performance management system. The annual appraisals lasted a decade longer than the ranking system. They are now a more agile organization.
Instead of directing employees to attain goals, managers now guide and coach them. GE also decided to deploy an app they designed called PD@GE to facilitate regular employee feedback and productive performance discussions.
Using the app, each employee establishes priorities and solicits feedback. They can also give real-time feedback. Employees can request a face-to-face meeting at any time to discuss transparency, honesty, and continuous improvement.
These traits will not arise quickly and will require motivation and commitment for self-growth.
According to Accenture's previous system, employees who perform well tend to be the most narcissists and self-promoters. Accenture wanted to revamp their system and reward genuine employees. So they started using on-going performance conversations while focusing on performance development.
Because it required employees to compete with coworkers who may have had a different position, Accenture decided that forced ranking was illogical. The new system is more centered on the employee and aims to assist them in becoming the best version of themselves.
Agile manufacturing is a way to get the finest results and exceed client expectations on every project. Businesses are benefiting from agile manufacturing because it improves the end product and helps them better utilize their resources. The necessity of agile manufacturing in business is vital, and organizations must overcome the challenges they encounter while applying the agile approach to any of their projects in order to reap the benefits of agile production.
How does agile manufacturing help businesses?
An agile manufacturing process enables organizations to respond to client requests with flexibility when market conditions change, as well as regulate their intended production while preserving product quality and minimizing costs.
What is an agile organization?
Unified alignment, accountability, specialization, transparency, and cooperation are key elements in an agile organization. To guarantee these teams can work efficiently, the organization must maintain a solid environment.
What are the core elements of agility?
Individuals and interactions over processes and tools are the four values of the Agile Methodology. A working program is preferable to in-depth documentation. During contract negotiation, the customer's cooperation is valued.
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"text": "Unified alignment, accountability, specialization, transparency, and cooperation are key elements in an agile organization. To guarantee these teams can work efficiently, the organization must maintain a solid environment."
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Article | April 6, 2021
As the pandemic upended plans for marketing and sales in 2020, it forced marketers in the manufacturing industry to adopt the tactics of the remote world. Many of them are still wondering how they can focus on driving business growth in 2021. Intent data has undoubtedly added some spice to the season of online marketing.
Research conducted by B2BecNews on 110 businesses found that 59.5% of business buyers research two to three websites before buying while 29.7% research up to seven websites.
The “How” of Intent Data
Intent data allows businesses to channel their expenditure to the leads that matter the most. It boosts sales and encourages marketers to be smarter by doing more in less time.
Moreover, b2b buyers now tend to look for an immersive digital experience and are likely to conduct more and more searches before engaging with a brand. Such digital activity will tell you what a visitor’s intentions are called the intent data.
To drive your business, here are some tried-and-true and unexpectedly productive ways to scale up your marketing and sales game using intent data.
Improve your Sales Pitches/Pipelines
When you are expanding or redefining your business because you want to target a new market or audience, third-party intent data is a decent place to start. Through intent data, your sales team can build a year’s pipeline by reaching target audiences.
To get the value of your sales, you can use intent data categorizing with a professional group, seniority, functional area, business size, and more for targeted prospects. And if your data provides contact information, your sales team will have an even deeper understanding of the dynamics of prospects’ buying activities.
Moreover, learning about the fact if a CEO or a random visitor visits your website creates a difference between a quality lead and a generic one. There are times when organizations don’t vigorously look for a product. But with the right content force, you can direct them towards a purchase decision. This way, you can get a chance to pitch and improve sales.
So, how can content pitch sales?
The next point explains the importance of nurturing content on your website.
Nurture with Personalized Content
Once you target new prospects, you can nurture them with excellent and informational marketing content. These can be in various forms like articles, blogs, advertisements, social media, infographics, and more.
Personalization results better in the sea of marketing (digitally or manually). Since the pandemic has pushed the digital world extensively, personalization is on a hike. Companies that personalize their marketing strategies to communicate are improved by 86% in customer relations, have higher conversation rates, and observed improvement in businesses.
To personalize your content, you have to look at intent data and search for the prospect’s interests. After your research, you can create content for them. Paying attention to contextual information will improve the prospect’s experience, causing them to turn into your client.
After you create personalized content, what will happen next? Find out ahead.
Generate High-Quality Leads
Intent data tells you how far each prospect has progressed. A combination of intent and context data helps with lead scoring, which shows you the quality of leads.
A visit to your website by an intern is somewhat different from a CEO’s visit.
Consuming content on general industry information differs in value from product-specific content that provides information on websites.
When a visitor compares prices, it intends to buy, opposite to a visitor who bookmarks pages.
Besides, intent data for manufacturers also tells:
Channels to target your prospects actively.
Content to encourage
Offers to serve
The timing of each lead nurturing action
Improve Account-Based Marketing Campaigns
Account-based marketing and intent data go hand-in-hand. So, it would be best if you worked through every possible path to collect more information about your prospects. This way, it will help you take a focused approach. Once you identify the interested prospects, you can focus your time and energy on those accounts and expand your reach.
Intent data helps you to find more in-market customers. They can score leads with better precision and re-shape your marketing campaigns by showing up with the right message at the right time.
Include Marketing Automation Operations
Implementing marketing automation technologies with intent data will save your team's time. As they usually spent analyzing data entry by automatically setting alerts when buyers intend to show their interest.
Why is Intent Data for Manufacturing Becoming Crucial for Future?
With marketers, or say, manufacturing marketers, it's always vital to drive revenue for business and get ahead with trending marketing paths. For this, knowing intent of prospects is a must to gain success.
Knowing a prospector’s behavior can help your marketing team target a specific profile and create personalized content on demand to increase their purchase decision. After all the information is collected, prospects become more knowledgeable and informed of the decision they make. More information attracts more potential buyers when they are informed conveniently at the right time and manner. In this entire process, you gain an increased ROI.
These aspects are incomplete without intent data for manufacturers, which targets numerous data and creates an easy baseline so that marketers can learn precisely about potential prospects’ behaviors. Intent data can be used for the future through a particular pattern. Generic marketing campaigns delivered to a random audience will simply shut down your business. Because now, the users expect to see content that’s valuable to them.
Therefore, intent data for manufacturers is the key to providing better answers and solutions and allowing better marketing budgets. Both of these lead to more conversions which results in more revenue.
Frequently Asked Questions
How is intent data collected?
The collection of intent data is not new to marketers. It has gained prominence only after the pandemic. The data is gathered through the website. Its analysis is done by tracking visitors to the website, clicks, chatbots, duration of stay, and information search.
How can manufacturers leverage intent data?
The steps to leverage are:
1. identify the prospect and what it wants to search or trying to search. It could be keywords, trending words or phrases, and more.
2. Create quality yet informational content following the prospects’ interest.
3. Now, it’s time to promote content with the right on different channels to attract prospects.
What are the intent data tools for manufacturers?
Some good intent data tools manufacturers can use are:
What is buyer intent data for manufacturers?
Through buyer intent data, your sales team easily reaches out and gets engaged with the right prospect at the right time. Manufacturing marketers use it to plan can create effective campaigns to target potential ones and convince them to buy.
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"name": "HOW CAN MANUFACTURERS LEVERAGE INTENT DATA?",
"text": "The steps to leverage are:
1. identify the prospect and what it wants to search or trying to search. It could be keywords, trending words or phrases, and more.
2. Create quality yet informational content following the prospects’ interest.
3. Now, it’s time to promote content with the right on different channels to attract prospects."
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"text": "Some good intent data tools manufacturers can use are:
"name": "WHAT IS BUYER INTENT DATA FOR MANUFACTURERS?",
"text": "Through buyer intent data, your sales team easily reaches out and gets engaged with the right prospect at the right time. Manufacturing marketers use it to plan can create effective campaigns to target potential ones and convince them to buy."