How to get branding onto the agenda in your boardroom

Dave Pannell

Your brand, or more specifically how your company presents itself, is vital – but with all the time we have to spend on health and safety, production capacity and just getting a product out of the loading bay door, developing your brand doesn’t often make it onto the agenda in a manufacturer’s boardroom.


But branding is not just about how your company is perceived by your customers, it’s also how your company is perceived by your staff and new recruits.  Young engineers are looking to join forward-looking companies where they feel they can build a career – not some old, out-dated business. And they will be making a decision on if they send you their CV based on what they find on your website and the brand your company has built.


And it’s this change in how people gather information that means branding and promotion in general is now as important to manufacturing companies as it is everyone else. It used to be that if your brand wasn’t very strong it didn’t always matter.  Customers would only see it if they visited your factory or showroom, on your letterhead, on the marketing literature you sent out.  They would also base their opinion on the impression they got from talking to one of your salespeople on the phone, or from your receptionist giving them a warm welcome.


But the world of business has changed. A huge percentage of your potential customers won’t engage with you until they have already made up their mind about your company and your product themselves.  Potential customers are coming to your website, making a decision from what they find there and, potentially, writing you off without you even knowing that you were in the running or your sales team ever having the chance to engage. In that environment, your brand has to give someone confidence in your company and convince someone to engage with you in a very short window.


And whereas topics such as your company’s brand might not come naturally to the top of your agenda, we have to embrace these changes in order to not just survive, but to thrive as manufacturing companies in the modern age.  So, if you’re not winning the right work, or attracting the right employees into your business – maybe now is the time to go and evaluate your own company’s branding.

Find out more about how to get branding onto the agenda in your boardroom in our 20 minute video on Branding for Manufacturers from our manufacturing marketing expert Dave Pannell.

Watch our video on branding for manufacturers

If you are not winning the right type of work, or attracting new employees into your business, perhaps it’s time to take a look at your company’s brand.


In this 20 minute video, The Chartered Institute of Marketing’s Manufacturing Ambassador Dave Pannell explains why the way your company presents itself is vital in the modern world, and how engineering and manufacturing companies can improve their branding, both online and off. 

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