‘A tagline reinforces your brand identity and allows the audience to connect with your message.’
Effective branding illustrates a company’s essential attributes like honesty, integrity, vision, and commitment, which contributes and reinforces the customers’ trust. Dheeraj Panda, Director, Sales, Marketing and Customer Support, Sany Heavy Industry India Pvt. Ltd. Branding is an essential promotional
Effective branding illustrates a company’s essential attributes like honesty, integrity, vision, and commitment, which contributes and reinforces the customers’ trust.
– Dheeraj Panda, Director, Sales, Marketing and Customer Support, Sany Heavy Industry India Pvt. Ltd.
Branding is an essential promotional tool. How do you channelize this tool effectively?
In today’s competitive world, branding is the most important promotional tool to reach out to your targeted audience. It’s a key process of developing a unique name and identity for a product or business in the market. The construction business is a highly invested business, and to make the construction business on a solid footing, good branding is a must in these days.
We have been very strong with our digital presence on all social media platforms. Along with this, we regularly upgrade our collateral and stay on top of our promotional game.
Tell us about the different branding strategies used to create a strong customer connect?
In today’s world, customer is truly the king and it is extremely important to have a customer-centric approach in your branding strategy. To begin with, one needs to realize that you have to stay connected to your customers all year long and not just when you are doing your business and selling the products. Moreover, it is also quintessential to remember the power of customized messages and personal touch because there is no one size that fits all.
Regular presence on the social media platforms and maintaining an active Whatsapp Business account ensures we are connected with our customers. Supporting the relevant government initiatives – for instance the AatmaNirbhar Bharat, Make In India campaigns, also goes a long way in building a positive brand image and creating a stronger customer connection.
Logo/ tagline are an extremely critical element for brand recall. Tell us about the factors that contribute towards the same?
A creative logo and well thought out tagline give a brand identity and recognition in the market. A logo is a company’s first introduction to the consumers. If designed well, logo can create the interest of the public and invite them to learn more about the company. A tagline is also another important aspect which reinforces your brand identity and allows the audience to connect with your message.
Apart from that, there are many other key elements that contribute to the same like company’s website, collateral items, content, product designing, patterns, fonts, and colour etc. Many of these brand elements are also be used in social media campaigns and online marketing to elevate business. These are all important essential elements that give a brand a cohesive look and identity in the market. If talking about product designing, we strive for simple and minimalistic design. We have a design philosophy that honest and simple design emulates the power of products and gives the brand a strong identity.
How does effective branding aid to garner trust among various end-user segments?
A strategic and effective branding conveys the message of your brand clearly and concisely to the audience. And with clear stories, companies are valued higher by the customers, which help to develop a sense of trust among the customers. It bridges a gap between customer and brand. In today’s competitive world, branding has become equally important like any other important segments for a business, which plays an essential role in garnering customer trust.
Effective branding illustrates a company’s essential attributes like honesty, integrity, vision, and commitment, which contribute and reinforce the customers’ trust. And for every business customer, trust is the most valuable asset for its growth. The challenge with trust is that you cannot buy it or enforce on the customers to believe in your product and brand. The Brands which fulfill the commitment and trust towards the customers succeed.
What is the distinguishing marketing factor that makes you stand out in the competitive construction equipment sector?
We at Sany India firmly believe that quality changes the world. In line with our mission, we have always delivered world-class products and maintained the highest quality standards. Our strong emphasis on localization has been another major factor that has worked for us. Initially, we were importing CBUs (Completely Built Units), but we soon realized the need for local manufacturing. It not only cuts down on the manufacturing costs but also builds more trust among customers. The ‘Vocal for Local’ call made by the Honorable Prime Minister is something that we had been practicing for many years now. We strive to stay committed to the noble vision of the ‘Atma Nirbhar Bharat’ campaign.
Additionally, we don’t just provide isolated solutions but try to offer our clients more comprehensive products and services. Our large product portfolio provides greater choice to our customers and also enables us to address the complete value chain. Being a leading MNC in the CE industry, Sany further brings a global perspective that gives it a definite competitive edge.
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