MARKETING MATTERS What’s Your Brand? STEPHEN LANE, SOUTHLAND METALS, MAUMELLE, ARKANSAS


let bring about an immediate mental picture of their products. Can a metalcasting facility create a similar brand with its customers? I say, yes it can. Every company has a positive


I


or negative brand, whether it likes it or not. Terefore, we should spend our resources refining our positive brand rather than letting our customers and markets deter- mine the brand for us.


Metalcasting Brands Consider the facilities around


the world known as counterweight foundries. Te immediate brand association that comes to mind is a low cost and lower technology facility. Often, nothing could be further from the truth. Te surface finish requirements on these cast- ings is the highest in our industry, and through equipment innova- tion and process controls, many of these facilities are producing top quality castings at the most competitive costs. Te metalcasting industry has


certain natural segmentations that create brands, such as green sand, chemically bonded sand, diecasting, permanent mold, ferrous, nonferrous, high or low production, and so on. Again, the brand gives customers an idea of what jobs they want to send your way and which ones they will give to another facility. Tis customer brand associa-


tion is extremely difficult to change, and it takes years of promotion to break the cycle. However, this cycle is occasionally interrupted. We are currently in a cycle where U.S. and global casting capacity is being stretched to the limits, with an outlook for even tighter supplies to meet the growing world demands. Te limited number of metalcast-


50 | MODERN CASTING October 2011


t is easy to recognize the brand of shoes, drinks or cars. Te names Nike, Coke and Chevro-


ing facilities in a particular market segment and the weak U.S. currency have created the perfect storm for breaking the brand cycle.


Capitalizing on the Cycle How do you create your brand?


First, go back to the basics and


are the closest to your customers and suppliers (who brand us, as well) and can streamline the branding process. Finally, host a companywide


Te limited number of metalcasting facilities in some market


segments and weak U.S. currency have created the perfect storm for breaking the brand cycle.


analyze all the data on your company you can find. Do your homework and dig up all the old customer data, market segmentations, core compe- tencies, customer surveys and SWOT (strengths, weaknesses, opportunities and threats) analysis you have done in the past. If you haven’t done these exercises with your management team, now is the time to start. Tis data will keep you grounded, and it may surprise you at the same time. We are all optimistic about what our customers think of us, but do we re- ally want to know the truth? Next, survey your management


team. Many may report being over- whelmed due to the lean nature of our companies, but this group will be able to pinpoint better than anyone else the state of your company. Tey


brainstorming session to find out what everyone thinks about the company. Te management team will ultimately determine where the company is going, but understanding other employees’ perspectives helps to plan for the hidden pitfalls and obstacles you may have on the shop floor. Tere is nothing worse than do- ing rebranding work, attracting a new customer in for a plant tour, and having them leave feeling they were tricked into seeing the same old thing. Once you have determined


where your company is currently situated, you are ready to jump in and begin enacting what you want people to think of you. Te process will be different for each company and market segment, but the basics are the same. Us- ing the direction determined by your management team, develop a master plan that includes capi- tal expenditures to move your


company into a different market segment (if necessary), a fresh look and advertising campaign, training for all employees with incentives for supporting the new brand, and a selling strategy that targets the customers in the markets you want for your company. Be deter- mined to stay the course and keep advertising in your budget in good and bad times.


It takes no time for customers


to create a brand in their minds but considerable effort to create or change your own brand. But it is worth the effort. Branding yourself will carry your company much farther than allowing others to do it for you.


Stephen Lane is regional sales manager for Southland Metals, Maumelle, Ark.


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