Manufacturing companies need to get their shit together

Do we have your attention?

Your branding misses the mark, you’re not publishing content, and your website is living in the past. You think your product does the talking and none of this branding stuff matters, but you’re wrong! Your logo, messaging, and website affect engagement, brand reception, and customer retention. They’re the first impression and first impressions are important.

Big-name brands like McDonald’s, Coke, Google, and Nike have all evolved their branding over the years. They’re not twiddling their thumbs waiting to fall behind their competitors. They’re constantly reinventing themselves and adapting to changing markets to stay on top of their industries. So why aren’t the companies in manufacturing doing the same?

Sure, your product or service might not be as famous as the iPhone or as mouthwatering as a Big Mac, but that doesn’t mean you should stop caring about your brand and how it looks.

Cut the “if it ain’t broke” crap

Stop. It is broke, you just don’t know what broke looks like. Your branding isn’t like a car that starts making a weird noise or coughing up smoke. Instead, it will quietly fall behind and go out of style, presenting your company as dated and out of touch. Even if your logo is timeless or established in the industry, there’s way more to consider when it comes to your brand. What about your website, your collateral, and everything else that goes into how customers perceive you? Each of these touchpoints should receive professional attention, not a redesign from Fivvr. Having a unique brand that stands out is vital to keeping an edge over your competition. You get what you pay for and when it comes to a first impression, you can’t afford to cheap out.

Your sales collateral needs a serious overhaul

Throw out those generic business cards you designed on VistaPrint. Handing someone a half-assed business card is like giving someone a moist noodly handshake. Invest in well-designed collateral, from business cards to sales sheets and stand-up banners. Your brand makes the greatest impact when all touchpoints have a consistent and cohesive look to them, so go even further by getting some cool swag for your employees to wear or hand out at events. Apart from showing off the fun side of your company, swag like shirts and backpacks can get your brand out in the world as another form of promotion.

Step up your online game

There’s a digital transformation happening. It’s not coming, it’s here and you need to get used to it. Long gone are the days of door-to-door sales and cold calls. Today, users shop with online carts and chatbots and it’s up to you to provide these features before your competitors. Your website needs to be easy to use on all devices—especially mobile. With over 50% of web searches happening on phones, a negative mobile experience is a great way to turn away potential business and ruin your SEO.

It doesn’t stop at your website, either. Get on social media, invest in ad campaigns, and create relevant content to educate and engage the market. A strong social presence allows you to easily engage with audiences and stay top of mind. That being said, not everyone needs an Instagram page. Be open-minded and try new things, but don’t try to jam a square peg in a round hole.

Get your employees invested in the brand

Believe it or not, a company rebrand can reignite team morale and get employees re-engaged. Remember when you got that Fitbit and suddenly you were amped about going to the gym?  Being introduced to something new can help shift energy, even when that new thing is a logo or business card. By revitalizing your brand, you give employees reason to feel excited again and be proud of the company they’re part of — especially when they have a say in the design.

Involving employees in the process allows them to get invested. It shows they’re a valued member of your organization and they have authority. Not only that, but their time in the trenches will surely give them a unique insight that could greatly impact the end result.

Emtek is stepping it up!

We’re not just blowing smoke—some manufacturing companies get it and are taking action in separating their brands from the field. We recently began working with Emtek, who processes stainless steel, aluminum, and other alloys using water jet & laser technology. With a new facility in the works, Emtek took the opportunity to elevate their company with a rebrand.

Although Emtek’s calling card is their water jet and laser technology, they didn’t want to pigeonhole themselves into specific services. Instead, they want to be seen as offering a complete solution for component manufacturing. Aesthetically, they wanted something sleek that looked to the future. Using a stylized E, we created a bold icon representing a finished component and incorporated it into their wordmark.

While we’re excited to elevate Emtek’s brand, we’re more excited to collaborate with an organization that’s inspired to take action. Our work together is far from finished, so stay tuned for more from Stryve and Emtek.