Branding Iron

Part
01
of six
Part
01

Company Overview - Branding Irons Unlimited

Branding Irons Unlimited makes custom branding irons for all kinds of products including food. They are known for their burger bun and steak branding irons. We have input the requested information about the company in the attached spreadsheet. A brief overview of our findings has been laid out below.

Findings

  • Branding Irons Unlimited offers custom brand irons to many industries including the wedding industry, food services, farmers, and consumer goods.
  • The company offers food branding irons, which they advertise right on their main page.
  • Food branding irons from Branding Irons Unlimited range in price from $60 to $776.
  • Branding Irons Unlimited has a Facebook page where they advertise products such as their steak branding irons.
  • The company has strong messaging surrounding the fact that they are an American family business. They also talk a lot about the quality of their customer service on their website.
  • In terms of strengths, the company offers an in-house design team for food branding iron designs, as well as branding irons that are thicker to retain more heat.
  • In terms of weaknesses, the company only offers branding irons that can brand one food item at a time, and they have a very small size range for their irons.
Part
02
of six
Part
02

Company Overview - Brand First

Brand-First caters to the needs of a wide variety of industries as well as product applications, but appears to maintain an image as a credible, experienced provider of food service-specific branding irons, as highlighted within the enclosed spreadsheet.

Brand-First Overview

  • Per the enclosed spreadsheet, Brand-First markets itself to a variety of industries on its website and offers numerous products, including applications for cattle, wood, ice, leather, plastic and food.
  • Overall, the company presents itself as an experienced seller of branding irons, touting Brand-First's 65+ year history in the industry and experience with a wide-range of branding iron products.
  • Notably, Brand-First's extensive experience and longstanding reputation represent a strength for the company more generally, as well as specifically related to the company's food service products.
  • Additionally, the company's food service products benefit from the diversity of the company's other product offerings, which enable potential economies of scale, cross-selling and/or knowledge sharing.
  • Moreover, despite a relatively modest marketing strategy, the company's pictures, videos and detailed product information about its food service offerings are attractive as well as informative, and reinforce the image of Brand-First as a knowledgeable and reliable wholesaler of branding irons for food service customers.
  • However, Brand-First may struggle to compete against companies who specialize in food service branding irons, in the event such competitors are able to offer a greater depth or variety of products.
Part
03
of six
Part
03

Company Overview - The Custom Brand Shop

The Custom Brand Shop is a family-owned business located in Idaho, USA. The company mainly employs social media channels in marketing its products and places priority in customer satisfaction which has helped build a strong customer retention rate. Our findings have been presented in column D of the attached spreadsheet.

The Custom Brand Shop

Overview

  • The Custom Brand Shop offers custom branding irons, customizable stock designs, custom signet rings, branding accessories and gift cards.
  • Custom Brand Shop iterates customer satisfaction as the company's top priority. Free shipping is offered in the U.S. for products over $100. They assure a money-back guarantee for dissatisfied customers and provide custom product quotes.

Marketing Activities

  • The Custom Brand Shop only offers wood branding for cutting boards and electric hot plate heating. The company markets its products using visuals and text descriptions on its Instagram, Facebook and Pinterest social media accounts.
  • Customers can register for their mailing list and Wholesaling Program.

Positioning

  • Customer Brand Shop is a small, family-based business specifically focused on iron branding. Emphasis is placed on customer satisfaction as the driving force behind the company, which has led to several repeat customers.
  • Special discount banners are placed on the website to capture a potential customer's attention.
  • To highlight the importance of customer service to the brand, a pop-up message box is placed on each page of the website for customers inquiries.
  • The company uses "make your mark", "wear your mark", "your logo, your brand" and "memorize the special day" as its key messaging.

Strengths

Weakness

  • They don't utilize multiple marketing channels like a paid advertisement which can be instrumental in increasing the customer base of the brand.
Part
04
of six
Part
04

Company Overview - Gearheart Industry

Gearheart Industry is a Georgia-based company that manufactures custom branding irons for various purposes, including food. The required information related to the Gearheart Industry is provided in the attached spreadsheet.

Overview of Gearheart Industry

  • Gearheart Industry offers various types of branding irons that will suit every customer's needs. Their products range from custom electric branding irons, old school torch heated branding irons, custom branding irons for leather working, to custom electric drill press branding irons.
  • The webpage of the Gearheart Industry has a header that contains the company logo, tab search, information about the company itself, the list of its products, examples of how its products are being used for various purposes, FAQ, company blog posts, contact information, and customer cart. Meanwhile, the footer contains contact details, newsletter information, company overview, and social media accounts.
  • Gearheart Industry also encourages its potential buyer to make an account to purchase the products more efficiently. By creating an account in the Gearheart Industry homepage, a potential buyer may fasten the checkout process, save different shipping addresses, as well as view and track his/her orders.
  • This company mainly emphasizes on the grade of its products, which it describes as the "toughest, highest-quality custom iron branding" across the world. Gearheart Industry also claims to finish manufacturing its standard-sized products in only a week or less. It also provides tips and customer galleries to find inspiration on its website.
  • For food-specific applications, the price of Gearheart Industry's branding irons starts from $184.

Marketing Activities

  • This company offers various types of custom branding irons for food industries on its website.
  • Gearheart Industry also promotes its food-specific custom branding irons on its blog posts.
  • Customers may subscribe to Gearheart Industry's newsletter on the company website.

Strengths

  • Every product manufactured by this company is made in the US.
  • Gearheart Industry also has a warranty against defects in material and workmanship of its branding iron products for six months after the purchase date.
  • It also provides free online design tools for customers.
  • This company also claims to finish manufacturing custom standard sized electric irons in the span of 3 to 5 days.

Weaknesses

  • It does not offer a free shipping service.
  • Gearheart Industry does not offer refunds.
  • This company refuses to create a design with copyright unless the customer owns the rights.
  • It may be more difficult to brand food items with Gearheart Industry's branding irons. Food such as meat and bread may not tolerate fine detail.


Part
05
of six
Part
05

Company Overview - BrandNew Industries

BrandNew Industries is a "U.S. Airforce veteran-owned business" that offers custom and unique branding irons. All the details about the company analysis have been entered in the attached spreadsheet.

BrandNew Industries — Company Overview

  • BrandNew Industries offers a range of branding irons and marking tools that are strong and dependable. The company continually markets to industrial companies, professional craftsmen and women and hobbyists.
  • The web page of BrandNew Industries has a header with the company logo, links to its social media accounts, search tab, contact number, gift ideas, a drop-down menu of products and services offered and a cart for online shopping.
  • BrandNew Industries' value proposition is to create a lasting impression, with the motto, "you made it with skill. Brand it with pride". The company offers a wide range of unique branding solutions for materials that are hard to mark, branding environment with intense productivity and shipping.
  • The cost of branding irons for food-specific applications is between an estimated range of $75.50 to $745.
  • BrandNew Industries positions itself as a "U.S. Airforce0 veteran-owned business" in the United States. The company emphasizes its priority for detail, style, expertise, and care.

Research Strategy

To carry out this research, the research team started by going through the company website thoroughly to identify the company's value proposition, industries that were being marketed to, the cost of branding iron for food-specific application, strengths, weaknesses, and the company's positioning. This search method proved fruitful because the information needed was readily available on the company website. To do our due diligence, the research team went further to search through the company social media pages, related industry publications, articles, industry magazines to corroborate the information.
Part
06
of six
Part
06

Company Overview - Buckeye Engraving

Buckeye Engraving is a company that specializes in making custom stamps made from steel, wood, and other material that can be used for applications such as industrial purposes and jewelry. Based on our research, Buckeye Engraving does not provide any food-related products and services. These points and more information can be found in column G of the attached spreadsheet.

Summary


Research Strategy

In our search, we found that Buckeye Engraving does not provide any food-related services or applications. The first strategy we used to find this information was to look at the website for food or beverage stamping products. When we looked under each application, we found that their stamping products are used mainly for industrial and office use. We thought we could see some beverage information under its 'Steel Stamps' section since there are metallic cans used for beverages. However, this information wasn't found anywhere on the site as most sections only discuss its product details, specifications, and their benefits. We also checked the 'Custom Products' section under its tab 'Shop' with the idea that the company might have offered some custom-made food or beverage-branding products. But this section only has custom-made stamps and branding iron, hence, we changed strategy.

Next, we looked at outside marketplaces and shops like Amazon, Walmart, and Alumni Outlet, as these sources might give any information around other products being manufactured by Buckeye Engraving, including custom-made items for food-specific applications, that may not be indicated in their website. However, all these places listed branding products for the Ohio State Buckeyes sports team and each product had different manufacturers. Since no products mentioned are for food-specific application, we changed strategy again.

Our next approach was to search for news stories that spoke on the company and its products. We looked for any mentions about possible future plans that mention food products or items for food-specific application, but just like the e-commerce sites, we only saw mentions of the sports team. We expanded the search by checking its social media content through its Facebook and Instagram accounts. The idea behind this approach was to check whether they have posted any items that are food and/or beverage-specific, or whether they have announced any future plans of increasing their product line in the future. But there was nothing to prove they provide, or will provide, these products or services.

As our last resort, we also checked for any available case studies pertaining to Buckeye Engraving and even leveraged older sources to check if they had undergone any business model change or change in their product line in the past years that might indicate that they previously had items or services that are specific to food or beverage application. However, a thorough search did not yield any relevant insight or information that Buckeye Engraving, in any way, have provided products or services for the food and beverage industry.

Sources
Sources