“Our machines sell themselves, we don’t need glossy brochures” – we encounter this attitude frequently when speaking with sales employees from the mechanical engineering industry.
It is traditional in this B2B industry for less need to be seen for investment in marketing: it is the product and goods that are decisive for sales. The only things that count are figures, diagrams – measurable performances. Rational thoughts determine the thinking of the industry and of the people who work in Development, Production and Sales. On top of this, there are usually slower decision-making processes in these companies than in other industries, due to a time-intensive development phase of the sometimes highly complex mechanical engineering products. High-class, quality work takes time, after all.
Brand as differentiation
German mechanical engineering is usually unable to differentiate itself against foreign competitors by means of prices. The pricing pressure from Asia can be countered with product innovation and above all image and brand. Changes in mechanical engineering, such as an increasing homogenisation of the ranges, which are becoming more and more similar and comparable despite attempts at individualisation, mean that top quality and advanced technology are no longer sufficient as distinguishing features. By means of the brand, you differentiate yourself actively from competitors.
Brand as orientation
In view of the difficulty of keeping an overview of the ranges and due to the high complexity of products, trust and emotional components are becoming more and more important. The complexity of what is being offered makes decision-making more difficult for customers. Trust therefore becomes the key to winning over and retaining customers. In this situation, brands can function as lighthouses in confusing areas. They provide a foothold and help decisions to be made. Whether it be a white label or premium brand, green brand or mass producer – regardless of the segment in which the brand is positioned in, it gives clear orientation for your target group. It is decisive for this that the brand presence takes a clearly recognisable direction.
Brand as identification
Everybody likes to work with a partner who radiates strength and trust. Shared values augment this initial attraction and form a basis for bonding. Brain research shows that known brands activate the zones of the brain associated with positive emotions and that weak brands on the other hand activate the zones for negative emotions. Emotions thus play a significantly large role in brands – even in mechanical engineering. Siemens, Danfoss, Trumph –