Corporate product branding

Branding is powerful. The brand mirrors and represents what your company stands for. It is the mouthpiece of your company “outside and inside”. In industries such as medical engineering and optical technologies, where everybody knows everybody, a solid and meaningful branding strategy is a must, rather than being obscure in your industry. Develop your own strong branding strategy by giving it a unique image which sets your company apart from the competition and which is recognised by your customers, as well as covering their needs.

Together we will develop a tailored and unique strategy and solution for your branding

  • How do I establish my brand?
  • How do I create a clear branding structure for my services?
  • How do my customers experience my branding?
  • How can I make my brand even more attractive?
  • How can social media, digital marketing and SEM search engine marketing enhance the value of my brand?
  • How do I anchor my branding emotionally, internally and externally?
  • How do I adapt international branding to my local conditions?

You will gain through my support

The target groups in B2B in medical technology range from the physicians and the consultant physician, the professor, the nursing staff, the medical technician to the purchasing department. I will show you how you can maximise your presence at your target customers by clever and consistent branding.

My service offerings

  • Branding perception internally and externally
  • Brand development
  • Brand fine-tuning
  • Brand transfer: international to local conditions
  • Implementation brand awareness

I will be happy to advise you on developing your unique brand specific to your needs. Just click here.

More information on branding?

Branding is the image of your company

The majority of small and medium-sized B2B companies believe that a logo, a website and some promotion results in an individual brand. For most of them, strategic branding is a mystery and wonder whether branding is needed. But the opposite is true.

Branding is the appearance and image of your company and represents your company’s thinking and modus operandi. This image is also reflected in the customer’s perception: a confusing message is perceived as confusing. Thus, it is essential to take a clear position.

The benefits for you are

Branding acts as a guide for your employees, your customers and your suppliers. To take a clear position via branding ensures long-term business success. It saves costs. Companies that rely on strategic branding are recognised in the market and their target group. The customer associates with the company’s values. The company demonstrates its openness and transparency to existing and prospective customers. Branding acts as an adhesive between company and customer and promotes confidence and long term relationships. Companies with a powerful brand awareness have proven to be more resilent in crises and are able to differentiate themselves more successfully against the competition. Companies with a strong branding do not consider pricing a major issue.

Branding does not necessarily need to be expensive

The company defines itself through its brand which must be developed and maintained. Regardless of the location of your company, the scale of its operations or the size of its budget, branding does not have to cost a fortune! With the right strategy implemented appropriately, your investment outlay will be limited. And this effort is worthwhile if you give your branding high priority, show continuity and have full confidence in your own brand.

What do you need to take into consideration?

Do not waste your budget and resources by frequently changing your position and statements as this negatively impacts your branding. The same also applies to brand messages, that do not reflect reality. Sooner or later, this will destroy your brand.
Adjust your principles, messages, actions and processes to your brand. Let your brand guide your actions. In order to create a uniform face in the market it is necessary to seriously challenge and involve your company. Make sure that your branding involves every employee and each important component of your business. Your brand will only be effective if every employee can identify with your company’ brand. Think of Philips Healthcare’s claim: “Innovations & you”. This statement needs to hold true before, during and after sale. The focus is on the customer. For example, customer service supports the customer after the sale, making contact is easy and technical support personnel get back to the customer quickly and provide quick resolutions. The ambience around the sale makes the customer feel comfortable. When developing and maintaining your brand it is important to bear in mind your customer’s view and to be authentic.

Pre-requisites for strong branding include

  • the brand is thought to be a vital corporate goal
  • results in unique differentiators
  • the message represent reality, and is not just meaningless drivel
  • the brand reflects the company’s values, behaviour, its performance and actions
  • management actively drives the brand and continuously lives by it.
  • the branding is supported by the entire company
  • the customer trusts and recommends the brand
  • the customer associates your products with your company
  • the customer identifies himself with your products and your company

Just as you do not just follow your gut feeling during the production process, branding can not be treated randomly. It requires a goal-oriented strategy and clever measures to communicate a message which will be accepted by your target group. Click here.

„Brands are striking “

Georg Wilhelm Exler