{"id":3211,"date":"2016-05-26T18:16:19","date_gmt":"2016-05-26T23:16:19","guid":{"rendered":"http:\/\/etereman.com\/remanu\/?p=3211"},"modified":"2016-05-26T18:16:19","modified_gmt":"2016-05-26T23:16:19","slug":"behind-the-scenes-branding","status":"publish","type":"post","link":"https:\/\/etereman.com\/remanu\/2016\/05\/26\/behind-the-scenes-branding\/","title":{"rendered":"Behind the Scenes Branding"},"content":{"rendered":"<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-3212\" src=\"http:\/\/etereman.com\/remanu\/wp-content\/uploads\/2016\/05\/RU260-e1464303530287.png\" alt=\"RU260\" width=\"600\" height=\"436\" srcset=\"https:\/\/etereman.com\/remanu\/wp-content\/uploads\/sites\/2\/2016\/05\/RU260-e1464303530287.png 600w, https:\/\/etereman.com\/remanu\/wp-content\/uploads\/sites\/2\/2016\/05\/RU260-e1464303530287-300x218.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><br \/>\nThis week&#8217;s article was inspired by one of our loyal readers.\u00a0Sharla emailed us and asked:<\/p>\n<blockquote><p><em>\u201c<\/em><em>Is branding important if you sell to a \u2018middle man\u2019 and the end user has no idea you even exist?<\/em><em>\u00a0&#8220;<\/em><\/p><\/blockquote>\n<p>The quick and dirty answer? Yes. Your brand is the outward extension of your business. And, it will always be important.<br \/>\nNow, we\u2019ll elaborate:<br \/>\n<strong>Branding can function just like traditional marketing.<\/strong> Take a print ad, for example. Ultimately, a customer will go to your website or pick up the phone because what was on paper was compelling, interesting, memorable, or just a really great deal. When you approach branding a B2B business the same way, your customers think of you and the feeling and\/or service you give them when <strong><em>their<\/em><\/strong> customer is right in front of them. Branding contributes to the actions of a sale.<br \/>\n<strong>Branding shows why you&#8217;re not like the other guy.<\/strong> It\u2019s a powerful differentiating tool. We can say with confidence that our competitors make great products. But, our business models \u2013 and business personalities \u2013 aren\u2019t the same. Through branding, we showcase a part of us. And sometimes, that part is simply a <a href=\"https:\/\/www.youtube.com\/watch?v=enyRkzff0vs\" target=\"_blank\" rel=\"noopener noreferrer\">silly, definitely memorable video<\/a>. What about your business sets you apart? Show it in your branding.<br \/>\n<strong>Branding can bring a consumer-product feel to an otherwise unsexy, industrial one.<\/strong> Transmissions, engines, components, and the technical ingenuity throughout our industry are damn cool. We know it. You know it. But most outside of our immediate walls don\u2019t always \u201cget it.\u201d When you approach your product branding, try to appeal to an end user, even if they might not ever see\/know it. You\u2019ll be easier for the \u2018middle man\u2019 to remember \u2013 and may even drive a few savvy consumers right to him.<br \/>\n<strong>Branding gives your\u00a0employees\u00a0a voice outside of the product they sell.<\/strong> \u00a0Transmissions don&#8217;t talk or sing &#8211; well, <a href=\"https:\/\/www.youtube.com\/watch?v=gOspQ61Hwh8\" target=\"_blank\" rel=\"noopener noreferrer\">most of the time<\/a> they don&#8217;t. Through branding the voices of our team, we share the people behind it all. It adds a human touch to an otherwise cold process. \u2018Middle men\u2019 and consumers alike buy from who they know and like. And they\u2019ll buy you if you show your human side.<br \/>\nIs it sad or somewhat weird that the person at your product\u2019s final destination will likely never know you? Perhaps. But that\u2019s business. And even sometimes, it\u2019s your job to stay in the dark. In the end, you can and should dedicate time, talent, and resources to building the most kicka$% brand behind the scenes. It\u2019s your brand that connects your customers to your product.<br \/>\n<em>photo credit: iStock.com\/ksyu_deniska<\/em><\/p>\n<hr \/>\n<p><em><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-thumbnail wp-image-2974\" src=\"http:\/\/etereman.com\/remanu\/wp-content\/uploads\/2015\/07\/AVA_RU-Blog-ADaugherty-150x150.jpg\" alt=\"AVA_RU-Blog-ADaugherty\" width=\"150\" height=\"150\" \/><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-thumbnail wp-image-3033\" src=\"http:\/\/etereman.com\/remanu\/wp-content\/uploads\/2015\/09\/JP2015-150x150.jpeg\" alt=\"JP2015\" width=\"150\" height=\"150\" \/>This week&#8217;s article \u00a0was inspired by one of our very own Reman U readers &#8211; and it inspired Girl Wonder and The Woman Behind the Curtain to team up in response.\u00a0Do you agree with their branding thoughts? Comment below or <a href=\"mailto:getsocial@etereman.com\" target=\"_blank\" rel=\"noopener noreferrer\">email them directly<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week&#8217;s article was inspired by one of our loyal readers.\u00a0Sharla emailed us and asked: \u201cIs branding important if you sell to a \u2018middle man\u2019 and the end user has no idea you even exist?\u00a0&#8220; The quick and dirty answer? Yes. Your brand is the outward extension of your business. And, it will always be [&hellip;]<\/p>\n","protected":false},"author":27,"featured_media":3212,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[6,12],"tags":[496,292,121,48],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Behind the Scenes Branding - REMANU<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/etereman.com\/remanu\/2016\/05\/26\/behind-the-scenes-branding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Behind the Scenes Branding - REMANU\" \/>\n<meta property=\"og:description\" content=\"This week&#8217;s article was inspired by one of our loyal readers.\u00a0Sharla emailed us and asked: \u201cIs branding important if you sell to a \u2018middle man\u2019 and the end user has no idea you even exist?\u00a0&#8220; The quick and dirty answer? 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