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floyd-brand-collage

Examples of Floyd’s brand across multiple media.

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.

floyd hex tool

The Floyd hex tool and branded packaging.

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.

floyd-samples

Floyd sample cards.

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.

Branding resources


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Dianna Huff is the founder and president of Huff Industrial Marketing, a full service agency that tackles a host of marketing and communications challenges for manufacturing companies.

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