Find the video of this presentation here: https://tdmuk.com/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. 'Branding' doesn't easily make it onto the agenda in a manufacturing company's boardroom. 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.

1. DAVE PANNELL
MCIM BA(HONS)
BRANDING FOR
MANUFACTURERS

2. The world of business has changed.
How we communicate, how we
manufacture, how we buy

3. Report: How Engineers Find
Information (Q4 2016)
ENGINEERS
Nearly 70% turn to search
engines to find information
(only 14% use trade shows)

4. At the start of their buying
decision.
Once they have narrowed
down the options to a couple
of manufacturers.
Only to confirm pricing and
delivery details.
20%
25%
55%
At what point industrial buyers
look to engage with suppliers
BUYINGDECISION

5. THE INVISIBLE BUYER
Visits your
website, takes
your information
and writes you off
without you ever
knowing you were
in the running

6. People make their mind up
about a company from their
website within 3 seconds.
You can't influence someone
in that time using words.

7. A typical manufacturer

8. A market leader

9. YOUR BRAND ISN’T JUST FOR YOUR
CUSTOMERS
Potential employees are also making a
decision if you are the kind of company
they want to have a career with.

10. Office / factory
Stationery
Marketing literature
Press adverts
Your brand pre-2000

11. Website
Mobile website
Google search results
Email stationery
LinkedIn
Social media (all of it!)
Online downloads
YouTube
Your brand now

12. Branding in the digital world
Always online
Always there
Always ‘on’

14. Amazon’s brand pre-2000

15. Pre-2000 Now

16. Pre-2000 Now...

17. 1960s !!

19. Your company brand is
not just your logo

24. Your brand continues in
the physical world

26. Walk
into your
business as
a visitor

27. A company can be promoted just as
well on a personal brand

28. THE WHOLE
WIDE WORLD
Your own
manufacturing
niche

29. People buy from people - and they
buy most from those that they:
1. Are familiar with
2. Respect
3. Like

30. Post recieved 1.5k views on LinkedIn
(Compared to a couple of hundred for product-led communications)

31. Manufacturing has embraced technology
- your sales and marketing has to also.

32. Dave Pannell
 Dave Pannell  @daviepannell
 dave@tdmuk.com