Our Story of Industrial Branding all Through the Years

REVISITING: INTERVIEW SESSIONS WITH WORLD CEMENT

How did you come into the role and how has your position changed since the opening of your own agency?

Leading an online branding project for a traditional engineering firm has been one of the most challenging and rewarding experiences in my career. I have to thank the Corporate Marketing team at Loesche GmbH for their invaluable support and their complete devotion to making this project a reality, and the Management of Loesche GmbH for trusting us completely to represent and promote the Loesche brand worldwide on social channels.

Online branding requires a series of skills to foster the image of a brand in a professional manner while keeping the content relevant and interesting. In addition to having knowledge of the fundamental marketing concepts, I would highlight creativity, time management, decision-making, curiosity and fast learning to keep up with the constant updates on social networking user experiences, market knowledge, brand’s culture, products, and services knowledge, data interpretation, and SEO tactics, among the skills that I consider to be the most relevant for successfully developing online branding campaigns on social media platforms. These platforms are focused on delivering experiences to their users in a leisurely manner, so claiming a spot on each of these platforms is a demanding task that puts our creativity to the test day after day, in order to keep the followers engaged with the brand.

After four years as the in-house social media manager of Loesche GmbH, I had the possibility to open my own online branding agency in Madrid, Brieffin Consulting, and only one year after we were able to offer an integration of online branding services within our portfolio, in collaboration with our team partners. As part of this amazing opportunity, we continued to manage the social media activities for the Loesche brand as external consultants, and eventually, we were able to work with other companies from the industrial market such as A TEC Group, Refratechnik Group, and PrimeTec. [Edited]

As external consultants, we have worked with companies having backgrounds ranging from food to leisure, to technology, to digital agencies, but all through these years we have become closely identified with companies featuring industrial backgrounds, mixing the technical and human experience aspects to establish industrial personalities.

Social media is a constantly changing phenomenon, and the online scene is now very different to what it was in 2014. How have you responded to changes in approach to online platforms and the introduction of new ones? Has your focus changed?

The approach of delivering relevant and helpful content, being consistent and being accessible by opening new channels of communication, has remained over the years. The changes have come in terms of tools and networking strategies, adapting and growing alongside the evolution of the social networks and the new experiences and solutions that each one of them offers.

Although new social networking alternatives appear, the major ones have solidified over the years, offering a reliable place where communities can grow steadily and feel comfortable. This allows for a brand to focus their efforts on the experiences that they wish to create for their communities and to offer specific values.

However, as online branding consultants, we need to keep up with the online marketing trends and stay on top of any changes to improve the promotional and networking experiences of brands and their online communities, developing new ideas, and always being ready to tackle new challenges.

Extract from the interview published on World Cement “World Cement Interview: Loesche – part one”.