Manufacturers, salespeople and customers alike LOVE a good story. It's what sets your brand apart, making your product or services memorable. And a good story can be the foundation for great brand positioning and extremely effective marketing. Whether you already know your story and just need help refining your message, or you're starting at the beginning, we can help with our manufacturer brand development process.
Huebner Integrated Marketing offers three brand audit packages (listed in the table below), but here are the basic ingredients.
Depending on the package, we present the findings in a series of deliverables to inform your decisions. Among the package deliverables:
2A - EXECUTING THE BRAND ARCHETYPE STUDY
For centuries, stories have been told of heroes who save the day, explorers who make wondrous discoveries and innovators who turn dreams into reality. People are drawn to stories, especially when it comes to a brand. These brand qualities - also known as brand archetypes - help define the personality of a brand, making it easier for people to relate to a company and its products. Following the brand audit, we collaborate with the key stakeholders to identify the brand archetype the company wants to achieve. The archetype will set the tone of all branding efforts. Brand archetypes can also help a parent company differentiate similar sister brands.
2B - BUILDING THE BRAND ATTRIBUTE CHART
We focus on the common threads and key differentiators identified during the brand audit to create the brand attribute chart. This chart is organized into three wedges - the three main talking points of the brand. The attributes within each wedge provide the supporting facts of that message with the largest wedge being the most dominant message. The attribute chart also works in a cyclical fashion - every attribute flows into the next so that all three messages work together to create a cohesive brand story. The story can be told just by using this chart.
2C - PROVIDING TAGLINE RECOMMENDATIONS
Nike said "Just do it." Duracell boasted "It keeps going." And McDonald's shouted "I'm loving it." A well-craft tagline can be a powerful selling tool, capturing the essence of a manufacturing company. The best taglines communicate the company benefit to the customer. Utilizing the identified archetype and attributes, we create a series of taglines that communicate one (or all three) of the brand's key messages (identified during the brand attribute phase). With a myriad of tagline choices, many of these powerful lines lend themselves to headline inspiration.
Like the tagline, the positioning statement captures the essence of the brand. The positioning statement uses all of the elements established during the brand development process. The key ingredients are:
Brand tone (established during the brand archetype round)
The 3 key messages (established during the attribute round)
The tagline and a few other clever lines (from the last round)
2D - THE OPTIONAL DEEP-DIVE AIM REPORT
Included in our most comprehensive brand development package, the Huebner Marketing proprietary AIM Report delivers a robust audit with deep-dive analysis.
Below is sample data from Chief Industries' 144-page AIM Report.
Part of storytelling is the actual telling. Using our proprietary Blueprint 360 process, we identify and align your business objectives with your brand to create a monthly/quarterly/annual manufacturing marketing plan that rolls out a domino effect of strategies to tell your story and ultimately grow your business.
To learn more about the Blueprint 360 process, click here.
As a full-service agency with nearly 30 years of integrated marketing experience, we deliver both traditional and digital collateral and marketing services to support your brand, including logo design, brand standards, printed brochures, direct mail, PoP materials, advertising campaigns, email initiatives, a brand video, product footage and more.
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