How to Enhance Your Company's Image with Engraving
Moldmakers should think about engraving molds to create brand recognition and maintain longevity.
If someone offered your business a cheap, durable way to get people to know your company's name, would you pass up the offer? Of course not. Not long ago, the only companies that used one such technique—branding—on their parts were tire manufacturers such as Goodyear and Michelin. Today, it is almost obligatory to have cylinder heads, steering wheels and keys engraved with the manufacturer's 3-D logo or design.
Moldmakers should take advantage of the branding trend, which has been commonplace in many other large industries. They can decorate and identify their molds with text, logos and artistic 2-D and 3-D designs, using engraving, sculpting, texturing and typographing molds as an advertising tactic.
Getting the Word Out
Today, molds can serve as advertising tools by bearing the logo of the brand they represent. The first objective of engraving and other enhancements is brand recognition; an advantage of this medium is its low cost. Advertising a brand, logo or artistic design on a mold is not only inexpensive but also long lasting. Moldmakers can differentiate themselves from their competition by customizing products. Engraving also allows moldmakers to develop expertise in a type of business they might have not previously considered.
By engraving a brand name, serial number and other legal marks on a product, a company not only reinforces its brand image, but also protects its name. Counterfeiting can be a challenge to a company's ability to protect its name and brand identity. Counterfeiters constantly develop new techniques to try to leach benefits from well-recognized brands, but engraving is an effective new weapon against this modern curse. An engraved serial number on a mold ensures a level of security to the company. And over the long term, end-users become accustomed to seeing a company's name or logo engraved on a product, which increases brand loyalty because they associate the company's name with a product they use and trust.
Part Decoration, Part Enhancement
Another benefit engraving offers is to enhance the value and beauty of a mold. The luxury industry understood and took advantage of this opportunity long ago. In fact, its manufacturers were among the first to recognize the value of engraving, sculpting and texturing. Moldmakers know that quality work is an absolute necessity in their type of business, and they would be wise to take advantage of a technique that helps them gain and retain customers as well as to maximize productivity and quality levels, which is precisely what engraving does.
Making a Mark Last Forever
Engraving is intertwined to the concept of longevity. A sticker will last for a couple of weeks or months at best, but an inscription will last for the life of the object. In industries such as electronics or toys, this is especially important, because regulations require them to include certain information on a product. Engraving the mandatory logos, legal text and serial numbers on a mold guarantees the permanence of the information.
Engraving, sculpting and texturing molds is a trend that is here to stay. Including a company's logo or design on a mold should become an integrated step of the moldmaking process. Engraving is everywhere. Using molds as efficient communication and marketing tools is an opportunity no successful moldmakers should pass up.
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