SUMMER 2023

34
THE DISTRIBUTOR’S LINK
Joe Shoemaker
Joe is an accomplished strategic marketing leader with over 20 years of executive
leadership experience in industrial manufacturing and B2B sectors. Joe’s expertise
includes brand leadership, product development, demand generation, digital and
social media strategy, messaging and communications strategies, and market
intelligence. He has built global brand strategies for multi-brand market leaders
driving them to prominent positions in their respective markets. Joe can be reached at
36shoe@gmail.com or 330-720-0552.
THE POWER OF BRAND MESSAGING: UNLEASHING
YOUR POTENTIAL IN THE FASTENER INDUSTRY
In today’s increasingly competitive fastener industry,
the importance of crafting a powerful and consistent
brand message cannot be understated. A robust brand
message is a narrative that permeates your company,
product line, and customer interactions. It’s not just about
what you do, but why you do it - the unique value you bring
to your customers. So, how do you shape this message,
and more importantly, how do you convey it effectively?
Develop Your Core Message
First, understand your Unique Selling Proposition
(USP) and translate it into a compelling narrative that
speaks to your customers. What sets you apart from your
competitors? Perhaps it’s your fast delivery times, your
experienced team, or a patented feature of your fasteners.
Your USP should be a central part of your brand message.
This narrative should encapsulate what sets you
apart from the competition. Whether it’s your superior
quality, innovative designs, or exceptional customer
service, your brand message should resonate with your
customers’ needs and aspirations.
Balance Of Print And Digital
Once you have a solid brand message, the next step
is to disseminate it effectively across various platforms.
In today’s digital age, it’s easy to spread yourself across
various online channels. However, print media still has
significant value, particularly in the B2B industrial sector.
A well-executed print campaign, in magazines like LINK,
can offer visibility, credibility, and lasting impact that a
CONTRIBUTOR ARTICLE
digital ad may struggle to match.
Social media, email newsletters, and website content
can be great for delivering regular, timely updates and
engaging with your customers. But print advertising adds
a tactile, personal touch that digital can’t replicate. It
shows that you’re invested in your brand and willing to put
it out there, quite literally, in your customers’ hands.
Moreover, combining print and digital channels can
reinforce your brand message. A striking print ad can
create an initial impression, while targeted digital content
can further educate and engage potential customers. A
consistent message across these platforms ensures that
whether a customer finds you through a magazine ad or a
LinkedIn post, they immediately understand who you are
and what you stand for.
Consistency Is Key
Consistency, both in content and design, is crucial in
brand messaging. This helps build brand recognition and
trust. Whether it’s a print ad in a trade magazine, a blog
post, or a social media update, your message should be
consistent.
In conclusion, while crafting your brand message
takes time and thoughtful consideration, the payoff
can be significant. A well-articulated and consistently
applied brand message, disseminated via a balanced
mix of print and digital media, can elevate your visibility,
credibility, and connection with customers in the fastener
industry. It’s not just about being seen—it’s about being
remembered.
JOE SHOEMAKER