Originally Published in BIC Magazine, January 2020
BIC Magazine: Your Company Name Matters
Company naming conventions and brand recognition strategies for industrial B2B companies. How to build memorable brand identity with limited resources.
By Doug Mansfield | President, Mansfield Marketing
BIC Magazine Cover, January 2020
BIC Magazine Article, January 2020
Building Brand Recognition with Limited Resources
Even small industrial companies without Fortune 500 budgets can build powerful brand recognition through strategic naming and consistent branding campaigns. The challenge isn't competing with household names like BASF or Dow — it's ensuring that when potential customers research your company before requesting quotes, they find a cohesive, authoritative brand presence across multiple channels.
Why Company Names and Brand Recognition Matter
Most industrial purchases aren't impulse decisions. Buyers carefully evaluate their options, researching each potential vendor before making contact. This research phase is where brand recognition becomes critical. If your company name doesn't clearly communicate what you do, or if your brand presence is inconsistent across search results, websites, and industry platforms, you're losing opportunities before the sales conversation even begins.
Strategic Branding for Industrial Companies
Effective branding requires three key elements: a memorable company name that indicates your offerings, consistent messaging across all digital platforms, and strategic visibility in industry publications and associations. Digital branding campaigns, when managed properly, can reach more potential customers at lower costs than traditional direct-response advertising — but only after establishing strong brand foundations first.
The most successful industrial companies invest in brand recognition before pursuing keyword-driven SEO or pay-per-click campaigns. This approach transforms how customers find and evaluate you, allowing you to compete on trust and expertise rather than price alone.
Read the complete article on BIC Magazine
This article was originally published in BIC Magazine, January 2020. Read more published works by Doug Mansfield.
