Why Brand Matters
What is a Brand?
A brand is much more than a logo or a tagline. It’s who we are, what we say, and how we act. It's how we see ourselves and how we want other people to see us. It’s an experience built over time through hundreds of moments, big and small. And every piece matters, from our next campaign to our next hire, from the design of our products to our tone when we answer the phone.
It all contributes to the hard-driving, dare-to-dream-big, do-any-thing-anytime experience that’s defined us for decades.
The benefits of a brand.
Executed with skill and consistency, a brand equips companies with powerful competitive advantages.
Clarity
A brand provides long-range strategic direction: the power to work efficiently, execute consistently, and make decisions that make sense over time.
Loyalty
A strong brand builds trust and creates an emotional bond. It turns transactional buyers who shop on price into die-hard fans and advocates.
Opportunity
The better people know the brand, the more license there is to enter new markets, charge a premium price, and negotiate from a position of strength.
Talent
Brands help attract talented, like-minded people to the team and keep everyone pushing in the same direction.
Innovation
When a company deeply understands its strengths and its role in customers’ lives, it has permission to meet their needs in new and novel ways.
Leadership
Brands are banners of expertise. Competitors, the press and investors look to leading brands when they want to understand the market and where it’s going.
A brand’s value is merely the sum total of how much extra people will pay, or how often they choose the expectations, memories, stories, and relationships of one brand over the alternatives.
— Seth Godin, author and entrepreneur
The value of the Bobcat brand.
The Bobcat brand is a universal mark of value with a six-decade legacy. That empowers us to accomplish more as a company.
Power beyond product
Our brand is a badge of pride that’s bigger than what we make. It inspires people to value our products more highly than competitors’ and to start with Bobcat even when they aren’t sure what they need.
Customer loyalty
Bobcat stands for top-notch reliability and performance and excellent customer service. By telling that story through effective marketing and distribution channels, we grow our market reach.
Leading what’s next
From award-winning innovations to first-of-their-kind machines, Bobcat has fundamentally changed the way the world works. Our ongoing investments in research and development keep us at the forefront of the industry by anticipating what customers need next.
A contagious spirit
More than a machine, Bobcat is a mindset fiercely devoted to accomplishing more. That relentless spirit not only drives us internally, it unites us with generations of grit-embracing doers on the jobsite.
An engine of growth
Paired with smart business strategy, the Bobcat brand propels us forward: attracting new customers, deepening relationships with longtime fans, and expanding us into new categories and markets. That translates into sustainable growth and bottom-line value.