Let’s play a game of word association. If you were to hear the word ‘brand’ what comes to mind first? The name of your favourite car manufacturer? A clothing company? A fast food restaurant? More than likely you’re going to point towards something that you can visualise through a logo or name recognition.

A brand is more than a logo and a name however. It’s what people associate with that name and image – trust, reliability, friendliness, inspiration, quality – we all make these judgements on companies and brands and yours is no different.

It’s a competitive, fast moving world out there

The world of manufacturing and engineering, just like any other, is highly competitive but more often than not these sectors lag behind others when moving their operations into line with the digital age and keeping up with the times. However, with more and more companies seeing the light, you certainly can’t afford be left in the dark (or the dark ages!).

How can your brand modernise?

So, the question that you need to be asking right about now is ‘how do I get my brand to where it needs to be? Well, it’s not as simple as just changing the colour of your logo or coming up with a catchy tagline or slogan – you will need to look beneath the first, most visible layer of your brand. Look at what you who you are, what you do, where you are and where you want to get to.

It’s also important to remember that branding needs to be considered with a holistic approach in that everything and everyone needs to be considered when understanding the message you are trying to convey. In other words, internal branding where your employees ‘get’ your brand ideals is just as crucial as external (relaying this to potential customers).

Is it time for your brand to modernise?

At The Product Marketing Company, we have have assisted many companies who have come to use wanting to modernise their brand, especially in the manufacturing and engineering sectors. Our Brand Modernisation Process is designed for long established organisations that do not have the skills in-house to take a realistic and strategic view of their brand, the business and its market position. The programme is designed to take you on a journey; we will go back in time, assess the present and regenerate your brand for the future.

You can read more here about how we can help your brand achieve marketplace competitiveness or if you would like discuss brand modernisation in detail – just get in touch!