Coca-Cola isn’t everyone’s favorite soda. Lululemon yoga pants won’t help you stretch better than another brand. But the size and profitability of those companies demonstrate the value strong branding.
Branding matters to industrial customers as well. Consider this. If your company is generally regarded as the category leader, your brand will always be included in RFPs or considered by engineers when selecting components for their designs. The power of branding is inarguable. But it is also terribly hard to measure.
In this post I’ll explore why banners get a bad rap for branding. I’ll also propose another way (not clicks!) to measure whether your banners are making an impact with engineers.