In this piece, we discuss the branding strategies we learned from Floyd that smaller manufacturers can use. Be sure to read the Floyd exclusive interview first: The Floyd Engineered Sofa.
Consider your brand experience
Another name for the sales/buying process, the brand experience includes every contact and interaction a person has with your company and product – from initial contact to post sale.
Floyd’s brand experience, for example, includes how the product is packaged, the tone of voice in its emails and website, and even its hex tool, which they designed to do double duty as a bottle opener.
To create your brand experience, put yourself in your customers’ shoes:
- What do they experience when they contact you?
- What glitches do they run into?
- Is the brand experience consistent from start to finish?
Create a strong brand
Too often, branding is considered being limited to a logo, fonts, and colors. A strong brand is much more. It’s your company’s story, values, mission, and culture. Most important, it’s your people. All of these components need to be in play from pre-sale to post-sale and beyond.
Use high-quality original photography
Floyd isn’t afraid to show its audience how its furniture is designed and manufactured. You can do the same. Hire a professional industrial photographer to help tell your story through images of people and products being made.
Offer a small branded freebie
Floyd offers its sofa buyers free material samples. Floyd attaches each swatch to a branded card, and then inserts them in a die-cut branded envelope. Costly? Maybe, but think of the impression they’re making – and how easy it is for people to pass the swatches on to others.
Brainstorm with your team on what you can offer your customers that will showcase your product/service/expertise. And, how can you brand it and communicate your message?
Write your message in-house
Many smaller manufacturers with strong brands don’t hire a big agency, Floyd included. Instead, they develop their messages in-house. Ask your team for their insight and feedback. It will take time to craft your message, but the result will be unique and fresh.
- Strong industrial brand example: Gorilla Mill, manufacturer of drills, end mills, and cutting tools
- Storytelling through photos: Interview with Al Ferreira, industrial photographer
- Creating a unique message in-house example: Authenticity 50, manufacturer of Made in USA bedding