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The brand positioning in focus with "designed for work"

2016.10.30.

This year, Weidemann GmbH (private limited company) expanded the communication with a so-called claim, an addition to the logo. Christina Heine gives the reasons for this in an interview.

Why are you now supplementing the Weidemann logo with a claim?

Heine: For decades our innovative machines have stood for a specific support in the daily work of farmers and now many other customer groups. We offer efficient solutions for a variety of different tasks. Weidemann therefore allows for maximum economic efficiency and a good investment security all with finely tiered performance classes in a technical regard. These are advantages that are hard-earned on the market. Developments that only come about when the entire Weidemann team and our distributors work on it with all of their skills and passion. Weidemann is a strong brand, because all of these aspects are found together in a meaningful way. We take these things seriously and would like to express this in our new claim.

Our new claim is a guideline for our daily activities, built on the value profile of our brand and, at the same time, is also a promise to our customers. Specifically this means: Our machines and services have been providing performance at a high level for decades and bring daily pleasure through their work operation. This value proposition should be noticeable for our customers.

How do you implement this value proposition?

Heine: We build our machines so that the respective customer groups can use them optimally. Our design and development, our product management, our sales team and our dealers constantly look closely at the jobsite uses for this purpose in order to exchange ideas on these issues.

Can you be a little more specific? Can you name specific examples?

Heine: The question is: What exactly must a Hoftrac®, a wheel loader, a telescopic wheel loader or telehandler be able to do when they, for example, are used in agricultural operation or on a horse ranch? What are the tasks of these machines? What attachments can be used for this purpose? What weights and loads are too much to raise? What dimensions and what manoeuvrability are required? How many hours of operation occur per day, week or year? And finally: What comfort does the operator require.

Good, these are typical machine selection and configuration questions. What can the claim "designed for work" do for customers?

Heine: It is crucial that the guideline "designed for work" is implemented in the sense of "designed specifically for this type of work". That's how we want to interpret it. It does not work if you work with a small product range of standardised machines and also hardly change these models over the course of time. Procedures and requirements are constantly changing. We want to, and have to, deal with these at Weidemann.

We decided on this claim, because we expect from this a differentiation of the Weidemann brand, a good orientation and a strengthening of a positive recognition value. A claim is mainly about the image that I make of myself as a company with all of its facets, and any image that customers make of us, i.e. the brand image. These days, this contributes considerably to the brand experience as well as to the bond to it and also influences the purchase decision. The brand is an emotional issue and is greatly characterised by individual perception. Our goal with "designed for work" consists of living and communicating a coherent overall image of the product and the company as well as a strong partnership between manufacturers, dealers and customers. A "Weidemann" is not just a machine – a "Weidemann" has become part of its own, internationally oriented brand world.