BioCold: Industrial Marketing Through Strategic Branding
The Challenge: Marketing Complex Technical Products
BioCold is a manufacturer of controlled temperature and humidity chambers, which can range from reach-in chambers (20-80 cubic feet) to walk-in chambers (50-5,000 square feet). These chambers are used in everything from laboratory research to pharmaceutical manufacturing to many other specialized applications.
Most of the clients that BioCold works with are architects and general contractors who are looking to invest in walk-in controlled temperature and humidity chambers. However, they are currently looking to increase their sales to end users, in addition to those architects and contractors.
The problem that BioCold has run into is that these end users they are targeting often don’t know much about various manufacturers. They will either automatically think about some brands they are already familiar with or search online for some options. That’s why BioCold wants to ensure they stand out from the crowd.
Understanding Industrial Marketing
If you are a manufacturer of technical products, then you must know by now that marketing in this industry is vastly different from marketing on a consumer level. Industrial marketing varies from consumer marketing in very big ways. The key differences include:
- Product complexity: The products you’re selling are much more complex than normal consumer products. The difference between marketing a pair of shoes and controlled temperature and humidity chambers is vast.
- Buyer knowledge: The people who are buying your industrial products are much more knowledgeable than normal passive consumers.
- Sales timeline: The marketing process for selling industrial equipment is on a much longer timeline than consumer marketing.
When you take these differences into account, you can see that the marketing process is much more intensive on the industrial side. However, there’s one marketing tool that’s necessary, no matter what kind of marketing you’re doing: a great logo. Your company’s logo is the first impression you give to prospective buyers, giving them an idea of what you’re all about and what sets you apart from the competition.
Logo Design: Professional Excellence
BioCold didn’t have a logo that would help them stand out and wasn’t sure if they could come up with one on their own. That’s when their team approached our talented branding team to create a logo that would stand out from the crowd.
Our branding team got to work and developed a text/design logo that showed off the professional and excellent service that’s provided by BioCold. The logo is simple, professional, and includes BioCold’s tagline. It’s pretty obvious when you look at this logo that BioCold is a manufacturer that takes their job seriously and wants to ensure that their clients get exactly what they want.
Results: A Brand That Stands Out
The brand identity we created for BioCold successfully helps them stand out in the competitive industrial manufacturing market. The professional logo design communicates quality and expertise to both architects and contractors as well as end users who may be searching online for controlled temperature and humidity chamber solutions.
Today, BioCold uses this brand identity to attract clients who need reliable, professional manufacturing services, ensuring they stand out whether clients encounter them through referrals, online searches, or direct inquiries.
