We focus on telling the most interesting stories in the most impactful way.
Sheetal Gore, Marketing Communications Manager, Atlas Copco India Ltd., Power Technique Customer Center Branding is an essential promotional tool. How do you channelize this tool effectively? Branding today has moved to digital channels as well, which needs to complement the
Sheetal Gore, Marketing Communications Manager, Atlas Copco India Ltd., Power Technique Customer Center
Branding is an essential promotional tool. How do you channelize this tool effectively?
Branding today has moved to digital channels as well, which needs to complement the conventional branding platforms. We believe in an effective branding strategy, which is in tune with all forms of communication and tells different product and customer stories in the same tone of voice, with the same visual identity while innovating through new experiences and new platforms so the brand value delivered is consistent yet meaningful.
Tell us about the different branding strategies used to create a strong customer connect?
Our branding strategies depend on the customer journey and focus on sometimes following the customer on this journey and sometimes creating new interesting channels for the customer to follow you in. We aim to answer the WIFM, “What’s in it for me”, for the customer, so the customer delight is heightened through the interaction. We believe, if the customer wants information, he should be able to get it easily on our website. If a customer wants pricing information, he should be able to connect with the concerned person immediately. Hence a strong brand image is established when our brand delivers a 360 degree powerful brand experience and that ensures a strong customer connect.
Logo / tagline is an extremely critical element for brand recall. Tell us about the factors that contribute towards the same.
The logo is the visual representation of a brand identity and one of the most important elements for a customer to relate with. By simply looking at a logo, familiarity is established and customers are able to connect the dots and recall not just the brand name but also the brand experience. Brand colours and brand design elements all have a role to play in creating a strong visual connect. The tagline is equally important where just a few lines capture the essence of a product and its brand identity. Strong punchlines while showcasing creativity, should also have a meaningful insight into what the brand stands for.
These 2 elements are the starting point of any brand journey and need to be displayed prominently in every branding material/platform so that the customer even while browsing through content will take a brief pause and that’s your brand recall.
How does effective branding aid to garner trust among various end-user segments?
Every brand has a story to tell. A story of:
- actual product experience,
- how the sales team listens to you,
- how the aftermarket team cares for your equipment,
- how you your product provides a solution for the customer need,
- What your customers speak about you.
All these contribute towards your brand’s online and offline reputation. At Atlas Copco we focus on telling the most interesting stories in the most impactful way, putting the focus on the customer experience and ensuring presence in various digital, point of sale and other platforms in the buying cycle. Why? Because those are the most relevant customer touch points, which garner trust amongst our end users, nudging them to believe more in our brand.
What is the distinguishing marketing factor that makes you stand out in the competitive construction equipment sector?
Atlas Copco has a well-established brand identity in terms of brand logo, colours and brand promise. With the brand guidelines clearly defined and strictly followed, there is consistency in our messaging across all platforms be it online or offline. Further, our brand identity is curated:
- with an value driven brand experience based on technologically advanced products, which deliver on what is promised,
- with an experienced frontline sales and service team which nurture the buying experience and
- with our strong brand image which is strengthened through the engaging stories we tell and the customer experiences we share.
We’ve been in India for 60 years and the trust and loyalty our customers have towards the Atlas Copco brand, established over the years through product, team and brand experience, reconfirms why Atlas Copco is the market leader in portable compressed air technology. At Atlas Copco Power Technique we turn industrial ideas into leading edge technology in air, power and flow solutions. Our passionate people, expertise and service bring sustainable productivity to industries everywhere. Atlas Copco’s Power Technique business area provides air, power and flow solutions through products such as portable air compressors, light towers, handheld tools, pumps and generators, along with a number of complementary products. We innovate for sustainable productivity across multiple industries, including construction, mining, infrastructure and waterwell drilling.
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