Cummins: Taming competition with branding consistency

Running a business goes way beyond the provision of goods and services to consumers, organizations and stakeholder groups, it also involves insights, sales, marketing, financial management skills and an impeccable product offering. Consumers want to buy from brands they are familiar with, brands that resonate with their aspirations, brands that inspire quality. Therefore, it is imperative to tactically develop brand strategies that help to create a recognizable representation of the brand.

Consumer interactions using a consistent and appealing brand voice is a major key in letting consumers have a feel of an organization. It enables consumers to know and identify with the company’spurpose in a bid to propel attitudes that influence their spending decisions.

Branding sets businesses apart from the competition and gives them an edge. It attaches a personality and attitude to a product and the company that produces it. This personality is what people relate to, establishing relationships with consumers. Furthermore, the establishment of brand consistency creates a platform for companies to stand on in order to get messages out to its audience.

It is not enough to have a known brand, it is important for brand communication to be consistent. It is only then that the brand can truly be seen to have an identity. The more consistent the brand is across all customer touch points, the more the brand would make a firm impression on people and will be easily recognized by people.

In the Nigerian power sector, many companies are trying to maintain their brand consistency and only few are achieving it; one of which is Cummins West Africa. A dynamic customer focused power solutions firm specializing in manufacturing, design, sales and services of diesel engines and related technology around the world. It has over the years become a reliable provider of power generation systems, components and services in standby power, distributed power generation, as well as auxiliary power in mobile applications to meet the needs of a diversified customer base.

Over the last decade, Cummins West Africa has become a name to reckon with in the power sector. It has been able to stay one step ahead by imbibing key brand consistency trends such as staying true to core business values, unique selling points amplification, excellent customer relations and its commitment to corporate social responsibility.

It has also established itself as one of the leading brands in the energy sector through its products and services which provides alternative power solutions that has the customer at heart.

Attributing the brand’s success to its adherence to core values and customer first strategy, Managing Director Cummins West Africa Limited, Kwame Gyan-Tawiah said “We are committed to the total wellbeing of customers and the Nation at large, as we strive to manufacture and provide quality products and better service delivery while meeting them (customers) at their desired point.’’

“For over nine years, Cummins West Africa has been able to stand tall above competition in the country. This is because; we have consistently built our brand through our core values. These values are integrity, innovation, service delivery, corporate responsibility, diversity and global involvement. We have always strived to do what is right by sticking to our words. We don’t say what we can’t do’’ said Gyan-Tawiah.

He added that, “For innovation, we have always gone the extra mile in using our creative ingenuity in manufacturing alternative power generation component and engine products to suit our customers’ desire, thus, making them better and we leader. With our innovative prowess, we have through the years kept our customers ahead.’’

‘’Delivering superior results have always been our watchword. We always go beyond borders exceeding customers’ expectation through our integrity, innovation and consistency. In line with our deep commitment to customer satisfaction, we invest extensively in all aspects of product support as part of our conformity to professional excellence and international standards. This includes a 24/7(round-the-clock) service support, manned by highly trained field service engineers, who are always mobile and ready to respond to emergency calls’’.

Cummins West Africa also has a repertoire of activities it engages in to make the society a better place. Speaking on the Company’s Corporate Responsibility, Kwame stated that“Our employees have invested talent, passion and resources solving problems in our communities and society. Corporate Responsibility is one of our core values and this has kept us in business which in-turn has helped our brand to enjoy loyalty.’’

‘’Corporate Responsibility is not only about making responsible business decisions, but affirmatively reaching out to help our communities and engaging our workforce to address community needs.

This implies a broader level of involvement: engaging in dialogue that proffers peace; building coalitions around solutions; and finding resources and skills to build the capability of our communities’’.

On elements that make a brand consistent, Kwame opined that “Brand consistency starts at a high level with your brand strategy. If your brand strategy is weak, inconsistent, or even non-existent, the rest of your branding will follow suit. This is why Cummins West Africa has continuously ensured that we are consistent. This consistency is not just tied to logo, type size, font type or designs, but also on core values and service delivery. It’s what helps differentiate our company from competitors. For us, this creates a connection and loyalty with customers, builds a sense of community. Without us being a strong, consistent, relevant brand, we wouldn’t have stood tall in this saturated sector for almost a decade.’’

“Also, we have imbibed the brand values and philosophy into our staff. Our brand isn’t just formed by our marketing and design team but everyone who works in the company. They have been part of our success story by understanding every aspect of the company’s vision and mission.

“Our customers have enabled us to be in existence and consistent. Since we realize the power of consumers, we constantly and consistently go beyond their expectations in manufacturing and improving our products and services, while keeping them ahead and meeting at their passion points. With our better customer relationship, we go the extra mile to fulfill their desire. This in turn has earned us loyalty and leader in our sector”.

There are rules for maintaining brand consistency which are peculiar to the Nigerian Power sector and most of which Cummins West Africa follows diligently, foremost is making life easier for consumers and this is why Cummins West Africa has in-house canopy fabrication facility to produce Cummins Power Generation standard products which are engineered to meet the rugged Nigerian environmental conditions. Each product is passed through stringent quality checks for defects, design, manufacturing conformity and optimum quality. These canopy designs allow for easy monitoring/inspection, handling and transportation.

On continued consistency, Kwame promised that the company will continue to go the extra mile to provide innovative solutions that enhance the living condition of its consumers and West Africa at large.