Thermoforming Report

Brand or Product?

As niche recruiters, we always do a bit of reading to stay current with the thermoforming world, leadership and market trends, and more.  A good resource is CEO Magazine as it provides unique perspectives of senior leaders from a variety of industries.  One recent article piqued my interest, and I thought I would share my thoughts.

“Why Your Founding Story is Sometimes More Important Than Your Product,” by Stephanie McCleary, describes the journey of a startup company and how their founders managed their struggles to establish the company, working to connect people with their new brand, and getting their product to the market. It is an interesting read and take on how to leverage social media to generate a level of customer loyalty in the always-challenging journey of entrepreneurship. 

As I read the article through the various glasses that I wear – consumer, small business owner, manufacturing guy – my thoughts and opinions on which carries more weight – brand or product – conflict a bit more than I expected.  My intention is not to knock down the ideas offered in the article; their successes, via Shark Tank and beyond, are well documented!  However, I offer a tweaked perspective. 

Let me explain.

Consumer: Brand or Product?

When it comes to a consumer perspective, which carries more weight – brand or product? For me, the answer is both. 

The idea that a consumer connects with a brand is very real and very much proven out over history.  Take the Super Bowl LIX champions – the Philadelphia Eagles.  Just 5 years ago, they were terrible.  Did the die-hard fans stop loving their team?  Nope.  They were, are, and always will be Eagles fans.  But were they happy with the product?  Nope.  Not even close.  And their fan base is notoriously loud when it comes to voicing their opinions!  What about the fair-weather fans?  Are they buying Eagles gear now?  Yep.  Is it because of the brand… or because of the product?  I’d argue it is all about the product. 

The article poses that “in today’s crowded marketplace, a compelling founding story can be the differentiator that sets you apart. It humanizes your brand, builds trust and creates an emotional connection with your customers, one that goes beyond product features.”  I wholeheartedly agree.

On the flip side, when those new brand ambassadors are doing their thing but the product isn’t good, the ambassadors won’t win those new customers you so desperately need to grow your business!

Business Owner: Brand or Product?

As a business owner, weighing the importance of brand or product, the answer is also both. 

In the recruiting world, it is product first and foremost, and that in turn builds the brand.  At least that is how it works for small, niche recruiters in my opinion.  For the big boys (the Korn Ferrys and Robert Halfs of the world), their success is more about brand and name recognition. 

However, I have personal experience with a business owner who really struggled using one of those big recruiting outfits.  The big recruiting company said all the right things, but when it boiled down to the actual recruitment, he was very frustrated with the product – the presented talent he saw was just not up to his standards – and the standards he expected from such a ‘reputable’ firm!

Establishing yourself as a business owner combines everything: your process, your approach, your customer service, and more.  That is the baseline for your brand.  But you better deliver the goods!  When it comes to recruiting, the kind of talent you present to your clients and how you treat and work with your candidates and the companies you represent and partner with is ultimately what will define your niche recruiting company.

Manufacturing Guy: Brand or Product?

So, which has more importance when it comes to manufacturing? No surprise – both!  Establishing your brand through amazing customer service will maintain customer satisfaction and loyalty.  We hit on that in September’s Thermoforming Report.  However, how quickly will your customers find new suppliers if your product always has quality problems?  Or what if you are always struggling to fill orders and get them out in time?  Or, what if you aren’t innovating and developing new products that provide new features?  Will customers find ‘me-too’ products out there that are cheaper and make the switch? 

Wrapping Up: Both/And!

As I think back on my career in manufacturing and now in supporting manufacturing through providing great talent, it really does boil down to ‘both/and.’  I was proud to wear Kimberly-Clark logoed shirts in the community.  Why?  Because it was a great company that did a great job – in how they treated their team members and in the products we made for our customers.  And uniquely at Perrigo, a company name most do not know but are very likely to have used their products: they make generic pharmaceutical products for a myriad of retailers.  We took pride in the company because we knew the effort it took to make what we did and provide a more affordable option to end consumers.  

The article‘s final considerations are that “Consumers are increasingly seeking authentic connections with brands, and your journey, challenges and passion can be your most valuable assets.”  Absolutely!  But you better bring a great product because in this highly connected world, loyalty is a fickle mistress.

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