How to Create Brand Identities in the Industrial Marketplace
Brand is vital to every business. It is the perception that comes to mind when someone thinks about your product or service. Much more than a logo or tagline, a brand is an all-encompassing identity that embodies your company’s origins, values, culture and promise. A solid brand builds loyalty among internal and external audiences. It has the power to elevate pride for employees and raise awareness that expands your customer base and attracts quality workers. The challenge for many manufacturing and transportation companies is that their brands are not always given the creative attention they deserve. This is why so many brands in the trades sector look and sound a lot alike. Finding the right creative partner is key in setting your company apart. This doesn’t mean searching for an agency that “specializes” in your industry. It means connecting with an experienced branding firm with a proven track record in a variety of industries. Look for a strategic and creative firm whose work demonstrates that they are willing and able to do the heavy lifting it takes to uncover a company’s unique opportunities. A qualified firm thinks big picture and cares about discovering all the details that set your company apart. This is how you rise above the sea of sameness with a successful, standout brand.
Below are a few examples of industrial companies that have invested in a transformative, industry-leading brand.
Keep it Real. An Authentic Brand Remains True to Your Company.
Davis Machine & Fabricating
Davis Machine & Fabricating is a family-owned machine shop, proudly carrying on the legacy of nearly seven decades of American manufacturing. A modern, new brand strategically positions Davis Machine & Fabricating as an leader in their field. The collective brand components work together to impact all aspects of the company, building internal pride and forging new connections with like-minded customers and skilled workers. The logo symbol makes a bold statement and tells a meaningful story of the unbreakable bond between the father and two sons who founded the business. Three “D’s” form a powerful monogram of the Davis family name. Bold imagery is used throughout the printed collateral. The website design incorporates the branded photography style with striking still images and engaging video footage that captures the true essence of hard work and commitment to craft. The company tagline, “Making Good” authentically states the brand position and sets a confident tone for the broader messaging. The sales kit incorporates a custom-designed pocket folder featuring the company creed, fact sheets summarizing specific capabilities, and an impactful values brochure that artfully tells the story of a business built on solid principles. This hard-working brand transforms the perception of Davis Machine & Fabricating from a small machine shop into a solid contender in the manufacturing industry.
The collective brand components work together to impact all aspects of the company, building internal pride and forging new connections with like-minded customers and skilled workers.
Drive Values. A Meaningful Brand Has the Power to Move People and Inspire Change.
Suit Trucking is a trailblazing, people-driven brand designed to turn around the trucking industry with flexible schedules that fit how drivers want to work and live. Long hours at the wheel and lonely weeks away from family have caused a downturn in new driver recruitment. Suit saw a need to improve the quality of life for their drivers and appeal to younger demographic, especially as a large majority of drivers approach retirement. The company was born out of three generations of truckers, and their vision to steer the industry in a new direction inspires every element of the brand identity. The brand logo functions as a directional symbol, illustrating the company’s promise of “A Better Direction.” Together, the logo, color palette, tagline and brand messaging promote a positive, empowering image for recruiting family oriented drivers and attracting a more socially conscious set of customers. The truck designs to stand out on the open road, and motivating outdoor boards capture the attention of potential recruits. A back-pocket-sized brochure gets right to the heart of the company’s values in a way that speaks straight to the heart of truckers. Suit’s branded apparel goes a long way to build employee loyalty, and a well-designed, easy-to-navigate web design drives site traffic and moves visitors to make a change for the better.
The company was born out of three generations of truckers, and founding vision to steer the industry in a new direction inspires every element of the brand identity.
Become a Leader. A Standout Brand Sets Higher Standards and Rises Above the Competition.
For more than one hundred years, Pascor Atlantic has maintained a solid reputation as one of the best substation switch manufacturers in the country, but the company competes against less qualified suppliers who often sacrifice quality for the bottom line. Pascor Atlantic invested in a strategic branding initiative to educate clients about their unique value and to gain a stronger position in the marketplace. A transformational, new brand repositioned Pascor Atlantic as a service leader in an industry where cutting corners is common practice. The logo symbol of a strong graphic line reaching beyond other shorter lines represents Pascor Atlantic’s commitment to go further for its clients, and the brand visuals support the company tagline, “The Business of Delivering More.” Each component of the brand campaign set a higher standard and expectation for the business. Brand videos streamline the sales process by delving into company culture and quality control procedures, while connecting clients with the honest, hardworking people behind the products. Fresh messaging, illustrations and photography underscore the promise of continuous improvement that keeps Pascor Atlantic at the top of their game. An informative catalogue detailing the quality of their unfailing products serves as trusted resource for the substation industry. Pascor Atlantic’s modern, service-oriented brand has established the company as an undisputed leader and expert with the vision and values required to shape the future of American manufacturing.
A transformational, new brand repositioned Pascor Atlantic as a service leader in an industry where cutting corners is common practice.