Branding allows customers and clients to trust your company

Neena Nikam

Head of Marketing Communications, Wirtgen India Pvt. Ltd.

Branding is an essential promotional tool. How do you channelize this tool effectively?

A brand is a PROMISE and is the IDENTITY of any organization. Branding is important because – not only is it what makes a memorable impression on consumers; but it allows your customers and clients to TRUST your company. It is a way of distinguishing yourself from the competitors while also stating that – what you offer is what makes you the preferred choice. Your brand is a true representation of who you are as a business, and how you wish to be perceived.    

Tell us about the different branding strategies used to create a strong customer connect?

Branding strategies include elements of advertising, customer service, corpo-rate merchandise, print and digital media, participation in trade shows etc. All of these elements work together to create one unique identity and a strong customer connect.             

Logo / tagline is an extremely critical element for brand recall. Tell us about the factors that contribute towards the same.               

A logo and a tagline is the most important identity of any Company and is like the face of the company which creates a “first and long-lasting impression” of your brand.  A logo and a tagline are elements which differentiate your brand from the rest. A tagline is a statement of the company which explains about the company focus – in a single statement.           

How does effective branding aid to garner trust among various end-user segments?

Effective branding means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and dependability of using a name they can trust.  A well-established brand will be the company’s best and most effective advertising technique. Strong branding elements for a Company gives the impression of being industry experts and will give a message that the Company will “Live up to its Image” and the customers can trust the products and services it offers.

What is the distinguishing marketing factor that makes you stand out in the competitive construction equipment sector?

The WIRTGEN GROUP is a technological and innovation leader in road construction and road rehabilitation sector as well as the mining segment. We not only sell machines but also have a strong after sales and application support. This is the most important factor which we showcase in our marketing campaigns. Our tagline – “CLOSE TO OUR CUSTOMERS” is effectively used in all our mar-keting platforms, thereby enhancing our Brand Recall.           

Being a woman, do you face any major challenges (demographic, culture, safety, awareness, training, support, product) ?

For the past 10 years, there is no major challenge which I have faced, as a woman – in this industry. WIRTGEN GROUP believes in diversity, women empowerment and gives equal work opportunities for employees who have the potential.

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