# What "Brand" Means and Why it Matters for Manufacturers w/ Paul Kiesche

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2023-07-11
- Length: 31m
- Episode: 161
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-07-11-what-brand-means-and-why-it-matters-for-manufacturers-w-paul-kiesche
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-53d19a40-ff12-4f6a-9e0f-ea4599478681

## Summary

Paul Kiesche, President of Aviate Creative, explains that brand is the holistic perception of a company or product, extending far beyond logos to include messaging, culture, and employee experience. He argues that B2B manufacturers must actively manage this perception to avoid appearing outdated and to differentiate themselves in commodity markets. Kiesche highlights the critical role of employer branding in attracting talent, noting that strong branding helps retain employees and signals stability to the workforce. He also shares findings from a recent survey on manufacturing job opportunities, emphasizing high growth and accessible entry points for job seekers.

## Chapters

- [2:46](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-07-11-what-brand-means-and-why-it-matters-for-manufacturers-w-paul-kiesche#t=166) Defining Brand Beyond Visuals
- [5:27](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-07-11-what-brand-means-and-why-it-matters-for-manufacturers-w-paul-kiesche#t=327) The Power of Perception in B2B
- [8:45](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-07-11-what-brand-means-and-why-it-matters-for-manufacturers-w-paul-kiesche#t=525) Repositioning 'Boring' Manufacturing
- [16:15](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-07-11-what-brand-means-and-why-it-matters-for-manufacturers-w-paul-kiesche#t=975) Employer Branding and Recruitment
- [25:13](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-07-11-what-brand-means-and-why-it-matters-for-manufacturers-w-paul-kiesche#t=1513) Manufacturing Job Market Survey Results

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

established companies

## Mentioned

- Aviate Creative (company)
- Gorilla 76 (company)
- Industrial Marketing Live (other)

## Related episodes from other shows

- [Attracting the Next Generation of Manufacturing Talent with "The Manufacturing Millennial" Jake Hall](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-23-attracting-the-next-generation-of-manufacturing-talent-with-the-manufacturing-mi) (Manufacturing Happy Hour)
- [All Things HR and Manufacturing with TriNet’s Kristin Russum](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-01-12-all-things-hr-and-manufacturing-with-trinets-kristin-russum) (Manufacturing Happy Hour)
- [BONUS: Content Strategies for Manufacturers that Break Through the Noise](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-05-30-bonus-content-strategies-for-manufacturers-that-break-through-the-noise) (Manufacturing Happy Hour)
- [143: How to Identify and Speak to Your Ideal Customer with Emily Joann Wilkins, Founder of Marketing Metal](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-06-27-143-how-to-identify-and-speak-to-your-ideal-customer-with-emily-joann-wilkins-fo) (Manufacturing Happy Hour)
- [290: Why Danny Gonzales Thinks Manufacturing Has a Storytelling Problem](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2026-06-02-290-why-danny-gonzales-thinks-manufacturing-has-a-storytelling-problem) (Manufacturing Happy Hour)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-07-11-what-brand-means-and-why-it-matters-for-manufacturers-w-paul-kiesche. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Manufacturing Executive.