Give Your Industrial Brand the Muscle It Needs to Win New Business
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Press release date: November 15, 2010
ThomasNet White Paper Helps Industrial Marketers Develop and Strengthen their Brands
(New York, NY - November 15, 2010) - Whether an industrial company is trying to sell air filters to a pharmaceutical manufacturer, or motion control systems to a defense contractor, chances are that multiple people within these organizations will have a say in its selection. In fact, research indicates that an average of 6.8 people get involved in buying decisions for any kind of product or service. In the industrial sector, having a strong brand is critical to influencing each person who could tip the scales in a particular company's favor, according to a new white paper from ThomasNet.
The white paper, "Why and How to Build Your Brand," helps industrial companies engage in strategies that increase their recognition, and stand out from competitors. These strategies are especially important as companies market, advertise and sell over the Internet, and are being compared to competitors from around the globe. Those suppliers that are effectively positioning their brands online are likelier to win new business.
To strengthen their brands, industrial companies should aim to increase their share of voice (being seen and heard), share of mind (keeping prospects interested), and share of market (becoming the first choice of buyers). That means not only demonstrating how their brand adds value (their Unique Value Proposition), but connecting emotionally with prospective customers.
"The emotional element might be counterintuitive to businesses selling gears or bearings, but there's more that goes into a brand than just product attributes. After all, companies don't buy from companies; people buy from companies," said Paul Gerbino, Publisher, ThomasNet News.
The white paper provides guidance on:
o How branding unfolds during the typical industrial buying process-starting before prospects even realize they have a need, and ending after the sale.
o The Industrial Brand Pyramid of attributes, benefits, and beliefs.
o Roles of typical industrial decision makers, including gatekeepers, information gatherers, influencers, and champions, and who will have the most authority.
o The types of communications that help to reinforce a company's brand, from news releases to online advertisements.
To increase their impact, industrial brands need to reach prospects consistently, as frequently as they can, and at times when they will be most receptive to their messages. Industrial companies should have a presence in the places their prospective buyers are consulting online.
To download a copy of the free white paper, please go to
ThomasNet helps companies in the industrial marketplace to increase sales, and serve their customers more efficiently.
For more than 110 years, ThomasNet (previously Thomas Register) has connected buyers and suppliers of industrial products and services to do business with one another. The company's flagship offerings are ThomasNet.com® and Web Solutions(TM) both designed to provide industrial buyers with all the tools and functionality they need to make intelligent buying decisions online.** With more than two million visits per month, ThomasNet.com is the preferred resource for buyers and engineers from Fortune 500 companies, government agencies, the military, institutions and more looking to specify and purchase parts, materials, components, equipment and more. Web Solutions helps industrial companies leverage Internet technology(ies) to improve the performance of their websites and achieve their business goals. At the core of each Web Solution is the Navigator Platform, Thomas Industrial Network's proprietary technology.
**ThomasNet Web Solutions is part of Thomas Industrial Network which includes ThomasNet.com, ThomasNet News, and Web Traxs®. Thomas Industrial Network offers a range of Internet marketing solutions to help industrial suppliers achieve their business goals through the integration of detailed content and leading web technology.