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Manufacturer Branding


In the second article in the series on Branding in Cleaning - we get some perspective on how a global leading manufacturer of cleaning products strategies its branding activities.


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August 2, 2017
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Manufacturer Branding

It is generally admitted that good branding increases the value of a company, providing employees with a purpose and customers with trust. A brand represents the overall perception of a company’s customer service, reputation, advertising, and logo. When all of these parts of the business are working well, the overall brand tends to be healthy. On the flip side, we all probably know of companies that offer excellent products or services but have a tarnished brand due to poor customer service.

Besides, branding builds financial value.

Companies that publicly trade in a stock exchange are valued at many times the actual hard assets of the company. Much of this value is due to the branding of the company. A strong brand usually guarantees future business. Whether a company is in the position to borrow funds for expansion or rolling out to an IPO, being perceived as more valuable will make the process advantageous for the owner of the payday loans online company. The greater a company’s devotion to building its brand value, the better the financial return from its efforts.

In the cleaning industry, a strong brand impacts your business:

1. Branding improves recognition

One of major components of your brand is your logo. Think of how we instantly recognise the golden arches of McDonalds. As the ‘face’ of a company, logo design is critical because that simple graphic will be on every piece of correspondence and advertising. A professional logo design is simple enough to be memorable, but powerful enough to give the desired impression of your company.

2. A brand is a story that creates trust

In the cleaning industry, basically a business-tobusiness industry, whether you are a manufacturer, distributor, service contractor or supporting partner, a great story builds credibility and trust. People are more likely to purchase from a company that takes care of the details, including a logo. Emotional reactions coming from powerful stories are hardwired into our brains, and those reactions are very real influencers.

Branding strategies at Diversey Care

We focus on two angles:
1. Employer branding to inspire employees

Many of our industry employees stay very short in their jobs. Turnover is known to be around 70 per cent in the less skilled jobs. People need more than just work— they need something to work towards. When employees understand our mission, they are more likely to feel that same pride and work in the same direction to achieve the goals we have set. Having a strong bran and story is critical for success.

2. Brand values to generate new customers

Branding enables your company to get referral business. Would it be possible for you to tell a friend about the new shoes you love if you couldn’t remember the brand? A large reason ‘brand’ is the word used for this concept is that the goal is an indelible impression. As the most profitable advertising source, word of mouth referrals are only possible in a situation where your company has delivered a memorable experience with your customer.

At Diversey, we maintain a common brand strategy for all regions in the world, and we have the mechanisms and disciplines to ensure that our global brand has the same brand value in any country. Our global customers need to be sure that we are consistent in any country they operate in. Our Core Brand ‘Diversey’ has been around for more than 60 years. It may have changed hands, but its brand equity, brand values and what it stands for has never been altered. It has always been an innovative brand, full of sustainability principles and customer focus. But we need to adapt our brand to the times, and at this moment we are investing a lot in the Internet of Clean as an umbrella concept for all our connectivity and data management solutions.

The GCC perspective

The GCC market is very brand conscious on the whole as a region. The workforce population, which is our customer base, is expat and extremely international. People are generally more comfortable with bigger and more global brands that they have heard of and are familiar with or have worked with in their home countries. So, when you have a well-known brand globally it is definitely a plus in the GCC market. However, social marketing and brand awareness, which is also quite heavily relied on in this market, should also play a major role as we feel the market needs to be constantly reminded of a brand.

Product-based branding

At Diversey, we have a full range of solutions designed to help our customers with all their cleaning and hygiene needs: from chemicals to tools, machines and services. Our strategy is the same for all: to focus on the overall brand – Diversey and TASKI – and build the equity on the company rather than on the specific products. We give names to products, but our brand hierarchy is such that all branding efforts lead to creating a stronger company. Our research tells us that our customers trust the company and the people, placing less value on the individual products.

The most profitable companies, in the cleaning industry or beyond, small and large, have a single thing in common. They have established themselves as a leader in their particular industry by building a strong brand. Our industry players need to understand this and dream big, using more tools than just advertising, and collaborate with industry publications that can really help thanks to their knowledge of their audiences.