STRATEGIC BRAND MARKETING

A PROMISE TO CUSTOMERS:

The textbook definition of a brand is a name (Coke), term (“Just Do It”) or symbol (Apple’s trademark) that identifies a company and its products. Successful companies develop and promote their brand as a promise that tells customers what to expect from its products.

Brand marketing requires strategic planning to control customers’ perceptions about the company and its products. The brand promise and its message should be clear, distinctive and relevant to the company’s customers.

Dynex Entry Sign

A company needs to integrate its brand strategy throughout the company. Employees need to act on the brand promise, whether it’s quality, superior customer service, or the products’ unique selling proposition. The entrance sign at the Dynex facility is a daily reminder to employees to translate their brand promise into daily action. (Click image to enlarge)

PRODUCT VALUE

Like marketing itself, brand strategy starts with learning about customer needs. It requires understanding the value the company offers, to whom that value is delivered, and how it is best delivered. The objective is to persuade customers and prospects that the company is the only one that provides a solution to their problem.

A brand should differentiate a company’s offerings from its competitors. Consistent brand marketing results in strong brand equity with customers perceiving the inherent added value in the company’s products.

WebsiteAbout

A company’s website profile can position its products in the market by telling visitors about their unique capabilities. The Dynex website promotes the company’s philosophy about high pressure. It includes a link to a dynamic product video and, in the page footer, an ISO9001:2008 Certification icon. (Click image to visit the Dynex website)

DYNEX SUCCESS

Successful companies position their products, brand identity and the marketing message to connect to prospects emotionally, to motivate buyers and strengthen user loyalty.

Beginning in 1982, Dynex/Rivett Inc. began to consolidate its two brands into one effective identity. Historically, Rivett sold valves through distributors, and Dynex sold pumps directly to large OEM’s. Separate product lines, marketing messages and distribution were redundant and confusing.

SUPERIOR HIGH-PRESSURE PERFORMANCE

By 1990, the company had reinvented its brand based on what made it successful. The new Dynex logo incorporated the “High Pressure Hydraulics” tagline. The blue circle, modeled after the industry schematic for a pump, had the standard black triangle breaking through the circle, symbolizing the company’s high pressure capability and superior product performance.

The new logo and high-pressure slogan were used consistently for all products in all sales channels. Promotional messages, trade show graphics, packaging, and sales collateral integrated the logo to promote the brand. This consistent branding strategy was especially important as Dynex began to expand its sales into South America, Asia and the Middle East in 2006.

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A brand message needs to be precise and consistently delivered at each point of customer contact. The message delivered through a company’s logo is about controlling perceptions of its product performance. Consistent presentation of the Dynex logo and its high-quality, “high pressure hydraulics” promise reinforces the company’s central identity.

MARKETING THE DYNEX BRAND IN THE OIL & GAS INDUSTRY

Successful brand strategy was important in penetrating the oil & gas market beginning in 2000. A new application for Dynex pumps took advantage of its high-pressure capability. And the pumps’ durability when using low-viscosity water-glycol fluid was a critical competitive advantage.

At the Offshore Technology Conference, the industry’s largest trade show, Dynex distributed brand-labeled lime soda – its color matching the green water-glycol fluid. Over 700 bottles of soda with the Dynex logo were distributed. By the completion of the show, Dynex was known throughout the large hall as the company giving out green soda promoting their industry application-changing pump.

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Dynex promoted its single-fluid pump design at the Offshore Technology Conference with a demonstration of this competitive advantage, which eliminated failure from cross-fluid contamination. (Click image to enlarge)

Water-glcol pump soda promotion with bottle and glass

At the large OTC show, over 700 bottles of soda were distributed, with special pint glasses given as gifts. The promotional items contained the Dynex logo and a special Water-Glycol Pump emblem. (Click image to enlarge)

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