People do not buy products, but brands. And a brand is much more than a product; it’s a global concept that includes our whole business.
One of the most common defects in marketing is shortsightedness. That is, having a limited view of what we are selling and how customers see us. Companies don’t sell products and services, but a brand.
A brand is a concept that encompasses our business as a whole. This includes our suppliers, the manufacturing process or the offices, to name just a few. Consequently, a marketing strategy cannot be confined to our products. It should take a global approach.
> Raw materials and suppliers
Pacari (www.pacarichocolate.com) was the first company to source its cocoa beans exclusively from Ecuador. All of the ingredients are 100% organic and they partner directly with small-scale cacao growers to preserve their traditional way of farming. They have received numerous national and world awards.
They explain all this on their website, but it could be improved without any doubt. In this sense, Nespresso (www.nespresso.com/ecolaboration) has better known how to use this elements to their advantage.
> Manufacturing process
Harry’s (www.harrys.com) designs and manufactures razors using an exacting construction process and only the finest materials. Their blades are made by engineers with decades of experience. They explain all this in an excellent way on their website.
Another good example is Martina Sperl (www.martinasperl.at), a furniture upholsterer based in Austria.
If you have a talented team, show it, because your clients will want to interact with them. Artefact (ww.artefactgroup.com) is an award-winning technology product design and development company. The members of the team also write blog posts, develop presentations, speak at conferences, host Artefact panels, etc.
Although this is the most common way to give relevance to teams, I prefer a more fresh and amusing approach: reality marketing (read more on my previous post).
Hudson Made (hudsonmadeny.com) offers the highest quality regional products from the Hudson Valley, North Country and Brooklyn. Design and packaging are essential elements present everywhere.
> Shop / Factory / Offices
The main office of the Chinese power tool company Positec (www.positecgroup.com) integrates energy saving technologies with energy produced from renewable sources. Obviously they want us to know it.
Engel & Völkers (www.engelvoelkers.com) hasn’t green headquarters, but the design of their network of offices is really awesome.
Himoinsa (www.himoinsa.com), a Spanish multinational company specializing in the manufacture of energy generation systems, is the main sponsor of the Dakar rider Miguel Puertas. They give full coverage of the Dakar on their site and on their Facebook page.
> Yes, also your website
Although our website is a mean to show our product, process, offices, etc., it is also a message itself and, as such, it is part of our brand.
Analyzing all these examples, I must say that Harry’s has the most complete marketing strategy.