When your customers notice consistent design across all your branding touchpoints — website, display ads, brochures, email blasts and more — it sends a powerful message. Your brand is a direct reflection of the quality of your products and services, your professionalism and how you care for your customer relationships.
In niche markets and technical industries, your pool of prospects and customers are lower than in consumer industries, and your sales cycle much longer. Because your company’s customer lifetime value is often measured in millions of dollars, every interaction and impression has a 10X effect across your marketing and customer engagement ecosystem.
Our goal is to help you create a strong, positive connection between your prospects and your brand. Windmill Strategy works with you to evolve your existing brand or create an all-new distinctive identity. Your brand doesn’t have to do a 180 overnight; in fact, we’d probably counsel you against that, or ask you a lot of questions to make sure it’s what you need. You likely already have a large investment in expensive building and machinery signage, as well as printed packaging and stationery.
Through a more conservative approach, you can implement logo and visual branding evolutions that don’t result in a costly and complicated rollout. If the logo needs updating, incremental tweaks rather than a completely new logo can make a big impact, which minimizes logistical issues. You can then focus on changes that’ll improve and refine higher priority marketing channels — your website, digital marketing assets, sales materials used by your reps, and your trade show exhibit.
Branding and Visual Design Matter
While you might assume customers who are engineers and data-driven professionals don’t care about fluffy matters such as good visual design, think again.
Superior visual design and branding are more important than ever in technical and industrial markets as competition rises. In industries where it’s becoming more challenging for companies to differentiate on product or service \features alone, how you shape your brand stories can have a powerful effect on purchasing decisions.
Beth Comstock, GE’s former CMO, said, “Whether B2B or B2C, I believe passionately that good marketing essentials are the same. We all are emotional beings looking for relevance, context and connection.”
We work closely with you to identify what makes your company different from competitors — then create messaging that articulates your distinct value proposition. Here, we look for areas where you excel and amplify those to give you an edge.
Digital marketing leader Seth Godin has recognized this sea change: “Marketing is no longer about the stuff that you make, but about the stories you tell.”
Evolving Existing Brands, Creating New Brands
Brand evolution and development touches everything we do. Windmill Strategy helps established companies revitalize and evolve brands without losing their existing brand equity. Additionally, we create and launch brands for new companies, divisions and product lines. Our typical brand development process looks like this:
Why You Need a Strategic Branding Partner
As companies evolve and as new competition emerges, it’s reasonable to periodically “gut check” where your brand stands. We work with companies long-term to provide services on an as-needed basis. It may not be a priority now, but in the future, you may benefit from evolving your logo design to freshen your image or a developing a compelling tagline to sharpen your market position. Through regular touchpoints, we work together to consider what’s the highest priority in any given quarter, and focus our collective efforts toward making an impact there.
Windmill Strategy has deep expertise in meeting the branding and marketing needs of sophisticated technical and industrial companies. With our team of marketing strategists, branding experts, graphic designers, content specialists and copywriters, we are your single source for branding and marketing leadership.
With a focus on continuous improvement and process management, you’ll appreciate our accountability to your budget restraints and schedules. There can be hundreds of moving parts in a branding project, but each is tightly controlled through our disciplined project management process. No matter how complex the project, you have full transparency into every detail through online project management software and frequent updates.
The bottom line: We’re a team of experts that thrives on helping you grow your company and succeed.