by Glyn Stephens
Brand identity is an important part of connecting with consumers around the world. As an International Business and Marketing graduate, I developed a key interest in branding: what brands represent, why they are important, and how they relate to consumers on an emotional level. I felt drawn towards working in an environment heavily linked to consumer product brands and their development within the marketplace. Although Pamarco is a B2B company, working here has helped me appreciate how the anilox roll is a crucial element in bringing consumer products a consistent brand identity. I understand now that the color uniformity of packaging is a valuable aspect in building equity for many of the most well-known brands today.
From an industry viewpoint, I find the prospect of marketing anilox to global converters and OEMs exciting, but challenging as well. Anilox are industrial and technical products that are difficult to differentiate. Most anilox competitors claim similar offerings: products of the highest quality, advanced cell engravings, innovation, consistent ink transfer, competitive pricing, technical expertise; the list goes on and on. These similarities make it difficult for any competitor to distinguish their company. The marketing challenge of individualizing in the midst of such blurred identities is identifying key messages and building an effective, long-term brand and communications strategy. As a marketer, these difficulties motivate me – how can I help Pamarco enhance its position through the act of marketing communications?
I believe that triggering an emotional response and evoking greater trust are important factors for growth from a supplier’s point of view. Although it could be argued that B2B purchasing has always been about rational decision-making, there is also an increasing element of emotion that we cannot afford to forget. It is no longer satisfactory to base our communications around the functionality of our product offerings alone. Potential customers are seeking more, and businesses need to do more. While providing converters with a reliable and productive anilox is vitally important, I do not think that it is enough for outshining the competition.
Suppliers, like Pamarco, need to give buyers a reason to purchase beyond the benefits of the product alone. Our converters are not just buying anilox; they are buying into the Pamarco brand and everything that it represents. The same is true for our competition. To be distinguished, there must be rewarding answers to questions like: What is the ethos behind your company? What are your core values? What is your story? How do you go about your business? What intangible benefits do you offer? Who are your people? In an industry where product differentiation is difficult, our brand and what we stand for is our only real isolating factor. People are not just buying into what our businesses offer; they are buying into why and how we do it.