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.
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.
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.
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.