Karen Toor, Gates Global Brand Director, GATES Corporation
Branding is an essential promotional tool. How do you channelize this tool effectively? At Gates, our brand is much more than a promotional tool, it represents our promise of quality, innovation and partnership. For more than 100 years, we’ve built
Branding is an essential promotional tool. How do you channelize this tool effectively?
At Gates, our brand is much more than a promotional tool, it represents our promise of quality, innovation and partnership. For more than 100 years, we’ve built our brand through reliable customer experiences, innovative products and solutions and our strong customer partnerships.
Tell us about the different branding strategies used to create a strong customer connect?
We are customer centric company and we work continuously to enhance and improve our customer experience. Several of our activities start with the appointment of our channel partners and their onboarding process. We provide our channel partners with initial welcome kits and trainings, and also work to ensure brand visibility through on-site branding, signage, etc.
We also believe in sharing information and knowledge directly with our customers, and work with our application teams to provide innovative products and solutions for strong partnerships. We are active on Facebook and LinkedIn as well, sharing our latest news on social media. Gates’ new Automotive Catalogue app has also helped us further connect with end users, sharing new product introductions and general technical knowhow.
Logo / tagline is an extremely critical element for brand recall. Tell us about the factors that contribute towards the same.
Gates’tagline, Driven By Possibility, is never used in isolation; we always combine our tagline with our logo. This includes usage on products, packaging, marketing materials, tradeshows, etc. and reinforces our core value proposition. Progress and innovation aren’t things that simply happen, our tagline helps express that we are motivated to push ourselves, remain optimistic about the opportunities ahead, and confident that there are no limits to what we can achieve.
How does effective branding aid to garner trust among various end-user segments?
Trust is gained through consistent and reliable delivery of the brand promise. Applying the brand consistently builds trust, whether it’s through a product launch, digital customer experience, or graphic identifier like the logo or tagline. We build trust by consistently and reliably delivering on the brand promise.
What is the distinguishing marketing factor that makes you stand out in the competitive construction equipment sector?
Gates stands out because we are always available for our customers, and end users, working in tandem to learn and develop solutions. Digital advancements have helped us stay closer than ever, and we are proud to answer technical queries and share information about our newest offerings. Various webinars have allowed us stay connected with our customers during the pandemic as well, making for a new normal.
Our application engineering support team also provides expertise and technical know-how that further separates us from crowd. Whether OE players or construction equipment aftermarket, our teams’ availability to provide customer solutions and specific trainings, such as crimping set up or product installation, differentiate us.
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