We concentrate on safety to protect our most valuable assets – our customers
Surat Mehta, Head of Marketing & Retail Development, Volvo CE Branding is an essential promotional tool. How do you channelize this tool effectively? Branding is a multi-purpose tool that not only helps an organization gain recall value, but communicates in
Surat Mehta, Head of Marketing & Retail Development, Volvo CE
Branding is an essential promotional tool. How do you channelize this tool effectively?
Branding is a multi-purpose tool that not only helps an organization gain recall value, but communicates in a clear & effective manner, about what your customers can expect from you. It also stands for your organizations’ values & belief system. At Volvo CE, all our touch points be it events or marketing campaigns, all our ‘brand speaks’ for themselves.
In a world full of interesting content, staying visible and relevant as a brand, can be a challenge. We overcome this by maintaining uniformity, clarity and structure through all our brand channel communication.
Tell us about the different branding strategies used to create a strong customer connect?
There are so many strategies that can create the right kind of connect with the customer, and to point out just a few would be unfair to the process. Arriving at the right strategy depends on many factors like the industry, mood of the people, sociological circumstances, etc.
At Volvo CE we ensure that the product & service quality we provide is genuine and realistic. Then we follow it up with stories to create brand moments. Our favorite kinds are testimonials in text and video format. Nothing beats a good word from our customers. We understand the market in India is unique in terms of buying behavior, it is extremely cost & quality sensitive, while being emotional at the same time. So, we align our brand narratives accordingly. Through these stories, we cover the unique brand association journey of our customers. We have created narratives where we talked about customers who aspired to buy their 1st Volvo CE machine, and have journeyed through time to own Volvo fleets now.
We also ensure brand presence at our dealership facilities are uniform & reflects our brand promises clearly. So, when customers visit they get the right kind of confidence and assurance.
Similarly, platforms like trade exhibitions give us the opportunity to display our products and our brand promise again. If you visit our stalls in Bauma China, or Bauma India, apart from the size of stall, we ensure the look & feel is same. This is to create the right kind of brand experience, every single time, irrespective of the location, people or resources available.
Logo / tagline is an extremely critical element for brand recall. Tell us about the factors that contribute towards the same.
Building Tomorrow is our brand promise and shines a light on the benefits of partnering with our brand. It’s an emotionally charged statement about our intentions towards our target audiences, and consequently what to expect from products, service and people. It is a short and memorable phrase, and serves as a constant reminder of what we do and how we do it.
What is the distinguishing marketing factor that makes you stand out in the competitive construction equipment sector?
The brand Volvo is backed by Swedish heritage, the founders had a human centric vision, where technology is a means of improving people’s lives, while maintaining safety at all times. All our branding aspects reflect our core values – Safety, Quality & Environmental Care – with which we place people first.
We concentrate on safety to protect our most valuable assets – our customers – but also their customers – the end user, general public, contributing to a safer society. We value long-term partnerships, which demands a consistent focus on quality in products, services and relationships. And we seek to improve lives both on and off the job, which is why we take every possible measure to care for the environment.
All our brand communications speak the above, we never shy away from communicating this often and consistently.
Hits: 19
