{"id":14440,"date":"2017-07-13T10:06:17","date_gmt":"2017-07-13T14:06:17","guid":{"rendered":"https:\/\/www.mgb2b.com\/blog\/?p=14440"},"modified":"2017-07-18T10:06:47","modified_gmt":"2017-07-18T14:06:47","slug":"executive-branding-for-manufacturers-your-hidden-marketing-superhero","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/executive-branding-for-manufacturers-your-hidden-marketing-superhero\/","title":{"rendered":"Executive Branding for Manufacturers: Your Hidden Marketing Superhero"},"content":{"rendered":"

\"Executive<\/a><\/p>\n

Manufacturing is a traditional industry. And traditionally, industry executives have stayed off the grid, focusing on marketing their products and brands. Companies were a brand unto their own, and there was formidable strength in remaining faceless. But trends are shifting. Today\u2019s audience is increasingly accustomed to building relationships not only with brands, but the people behind them. Work this to your advantage, and unleash one of your best assets \u2013 executive branding for manufacturers.<\/p>\n

What is Executive Branding?<\/h4>\n

Executive branding is when key players at a company build their profiles online for the benefit of the company. Their beliefs, opinions, and most importantly, their industry expertise are put front-and-center. For manufacturing brands, it’s a great opportunity to bring your brand to life and add a little personality. Especially if your key players are already blessed with great personalities to begin with.<\/p>\n

Manufacturing marketers often struggle with how to present dry subjects in ways that make an impact. And they’re often marketing to other manufacturers or distributers instead of directly to a consumer. As one of Forbes’<\/a> top trends for B2B marketing in 2017, executive branding is an effective strategy to counter this. Breathe life into your campaign by putting your leaders at the forefront. By placing some marketing emphasis on your leaders, prospective buyers will have a human reference point in their decision-making process. Plus, they’ll know what the company culture is like and a little about what the brand is likely to stand for.<\/p>\n

Same Techniques, Smaller Scale<\/h4>\n

Executive branding takes the same concepts you\u2019d use to market your products or services, and applies it\u00a0to your executive leaders. Build and market your individual leaders\u2019 knowledge, authority, and humanity. Use your executive to answer they buyer’s “why” and build their trust. Seeing the company from the CEO\u2019s point of view goes a long way \u2013 buyers want to know what they think, not the\u00a0staff writer. And a strong executive brand can create a connection with your future buyers\u00a0long\u00a0before the first purchase.<\/p>\n

Think of your CEO as a\u00a0brand persona. Create an executive communication plan that addresses:<\/p>\n