Our motto ‘Perfection in Automation’ is a promise to our customers.

Apart from the logo, a smart or a memorable tagline plays a huge part in any organization’s promotion, branding and marketing activities.

– Ninad Deshpande, Head – Marketing & Corporate Communication, B&R Industrial Automation Pvt. Ltd.

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

For any business or organization, branding plays a vital role, with branding helping in easier or quicker brand recall. Consumers also associate a brand pertaining to various parameters such as quality, efficient customer centric service etc. Our motto, ‘Perfection in Automation’ is a promise to our customers. Moreover, ‘Perfection in Automation’ also means we put all our knowledge and creativity into developing products that become trendsetting innovations. At B&R, this means offering our customers a complete automation solution that provides maximum flexibility and economic efficiency. It also means developing the best relationships with our customers and partners as well as our employees and suppliers. Through our various branding activities, we inform our customers about what can be expected from us. Our intuitive sense of market dynamics and emerging trends has established us as a pioneer, leading the way with the most innovative technology on the market.

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

The ever-growing demand for automation and digital solutions is resulting in stronger and ever-expanding vendor portfolios. Today, for any organization it has become increasingly difficult to differentiate vendors through hardware and it becomes increasingly vital to differentiate through technology expertise, industry expertise, after-sales service and support. B&R is renowned for consistently launching innovative solutions, shaping the market and providing best-in-class service to our customers. We believe in ‘customer centric approach’ with complete business integrity. Through various seminars, webinars, industry forums, events, whitepapers and training programs, we educate our customers and partners on technologies, products and services. Although it may sound strange, educating your customers is best way to connect with them to earn their trust and loyalty. We walk shoulder-to-shoulder with our customers through every phase of a project from concept to commissioning following it with our outstanding after-sales support. Our customers rely on our exceptional partnership, expertise and innovative solutions, and we take great pride in the trust we have earned.

Logo / taglines are extremely critical elements for brand recall. Tell us about the factors that contribute towards the same.

Apart from the logo, a smart or a memorable tagline plays a huge part in any organization’s promotion, branding and marketing activities. These are a few elements a consumer usually notices about the brand. A strong tagline helps the marketing and branding team to distinguish their organization from all competition, giving them a chance to make a statement as a key differentiator. As B&R, our slogan is ‘Perfection in Automation’, which is our mission, inspiring and guiding us for over 40 years. Tagline should help instigate a sense of attachment, which makes the existing or potential customers feel that they are associated with the best brand. This helps develop a relationship, and, therefore, build trust. This is not only true for B2C branding, but also for B2B branding.  

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

Branding is about earning consumer trust and loyalty and for an end user; it is also the feeling of security. Building a brand and a reputation to be proud of can take years. Effective branding is built around unique selling points and differentiators for any organization. Campaigns which can depict these USP’s in the best possible ways and those brands which are able to live up to these set of expectations come out on top and stay on top. Moreover, a consumer or the end user always forms a perception about the product or service based on the visible branding. Effective branding campaigns help companies to develop loyal customers and to have higher sales in lesser marketing and advertising costs. In addition, effective branding helps in brand recall. Those brands which justify their branding messages through their actions, products and services are the brands which can garner end user trust. A brand which promises to be innovative and technology savvy needs to come up with unique, trend setting innovations on a regular basis and needs to do it year-on-year. Only then, the brand will be able to sustain with the branding campaigns. At B&R, we are proud of the fact that our customers not only look at us a technology leader and as an innovative company, but also as partners and collaborators and these messages resonate in our branding campaigns too. We are also proud that we are a preferred automation and digitization solution provider for market leaders in all industry segments across the globe.

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

The demands placed on commercial vehicles have evolved dramatically over the years. With new functions being added all the time and requirements for operating efficiency and quality higher than ever, these vehicles need an automation system that is both powerful and scalable. In addition, consumers are looking at convenience and comfort even in such equipment, which further intensifies the need for next generation automation technologies. However, this market is not only technology craving, but also cost sensitive. Our innovationdriven technology and best-in-class electronics and software helps machine builders to build world-class mobile equipment and bring it to market faster and allows reacting flexibly to new requirements and special requests. Our consistent focus on quality and technology in our marketing campaigns has positioned us as an innovative and technology company. This is the biggest distinguishing factor in our marketing campaigns, which helps us stand out in the competitive construction sector. Our marketing campaigns and our services are perfectly aligned, which make us stand out of the competition and instill trust in our customers.

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