Branding requires audience research, planning and market knowledge. However, it can bring considerable results and transform your company into a visionary, since this type of strategy is not usually adopted by the industrial sector.
After all, what is branding for industries? What are the benefits it can bring to the bath and sauna segment? How to put it into practice? Find out everything in this post!
After all, what is branding?
It is the management of a brand. In other words, it is a set of strategies that aim to reposition your company in the customer's mind.
It can be done both to build brands and to modify those that are already on the market. The goal is to make them better known and desired by the target audience.
In short: branding is about giving your brand value.
But how do you do this? By understanding which audience you want to reach and how you can reach them.
A great example of branding is that of Havaianas sandals. When they were created in the 1960s, Chico Anysio was the poster boy who stated the product's qualities (it doesn't deform, it doesn't smell and the straps don't come loose) to fix them in the customer's mind. The target audience was not specific; the sandals were sold to everyone. However, they began to be associated with the lower classes and growth stagnated.
The change came in the 1990s, when Havaianas decided to change its positioning in the market: it went from being a product for the lower social classes to something that everyone wears, including artists. The simple flip-flops became iconic fashion pieces known worldwide.
Why brand the hot tub and sauna industry?
Branding concerns the aspects that, directly or dubai business fax list indirectly, will place your industry in the consumer's mind.
If a luxury hotel wants to purchase bathtubs for its suites, branding will be responsible for making your industry the first option when choosing the product.
How to do branding for bath and sauna industries?
See how to reposition your brand in the consumer's mind:
Create personas
We’ve talked a few times here on the blog about the importance of having well-defined personas . This is also essential in branding for industries. After all, it’s not possible to reposition your brand if you don’t have a defined audience to reach.
The persona allows for more specific and precise branding work than the target audience — which, although it reaches a niche, is still very generalist.
An industry — especially a bathtub industry — needs to have two personas: one for companies, for B2B (business to business) marketing, and another for the consumer, for B2C (business to client) marketing.
Have an aligned speech
In all branding work for industries, it is necessary to have focus. What image do you want to create in the minds of the customer? Of products that are luxurious or offer excellent value for money? Aimed at class A or C?
To achieve a certain positioning, it is essential that all forms of product communication have the same discourse.
In short: there is no point in advertising to sell hot tubs to the upper class if your company makes jokes about saunas on social media . Therefore, it is essential to establish your target audience, understand how they prefer to communicate and develop a strategy that makes the customer associate your product with something branded.
Analyze quality across all sectors
Good marketing work is useless if your product does not offer a worthwhile benefit to the consumer.
For example: branding can sell luxury bathtubs, but if they lack quality and durability, it will be ineffective.
Also, consider whether other sectors are aligned with your branding. Good service, materials, production, logistics and delivery are essential for the industry.
Observe the visual identity of your products
Visual identity is the set of characteristics that make your brand recognizable. Even if someone hasn't read the company name, they will associate a color or font with it.
Product packaging and design will also influence the consumer's perception of what you sell.
Just like your communication, your visual identity must have unity: a coordinated color palette, typographic fonts from the same family and other graphic elements that are original and, at the same time, simple to combine.
Work with a marketing agency
Branding for industries is a complex task that requires a lot of market and audience research. Therefore, count on a marketing agency that has experience in the sector and knows how to deal with both the management and visual aspects.
Research the competition
No matter what type of product or service you have, knowing the market is a must. How do your competitors stand out? What are their marketing strategies? What are their strengths and weaknesses?
Knowing them will give you an idea of how to act in the market. By understanding the strengths of your competition, you can discover where your company needs to strengthen itself. By knowing its weaknesses, you will have the chance to offer what it does not offer with quality.
As you have seen, it is possible to do branding for the bath and sauna industries. In fact, the leisure and wellness sector presented several new developments at Expolazer 2019, such as the strategies that should be adopted by your company. In addition, several leaders in the segment gave lectures and workshops on technologies for the area.
