LION BELTS: Construcción de la identidad de una marca industrial en el segmento B2B
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Castaño Restrepo, Sebastián
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Universidad de Medellín
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Este artículo analiza la creación de la marca LION BELTS, orientada al sector industrial de bandas transportadoras, con un enfoque en calidad, respaldo técnico, personalización y sostenibilidad. Como guía se empleó la propuesta de A. Wheeler (2018), que se consideró relevante por su precisión en elementos: colorimetría, tipografía, logotipo, investigación y análisis estratégico. En la revisión bibliográfica se consideraron documentos que partían de dicha guía con el que referenciamos y respaldamos los elementos mencionados. Respecto de la metodología, se incluyó un grupo focal con cinco vendedores de AyJ Transmisiones y Equipos S.A.S., quienes compartieron sus experiencias sobre necesidades del cliente, percepción del mercado y expectativas para la nueva marca. El resultado final es la creación de un manual de marca a partir de los hallazgos de las entrevistas y la literatura. Los resultados muestran que, aunque los productos industriales como las bandas transportadoras suelen comercializarse bajo un modelo B2B (Business to Business), donde las transacciones y estrategias están dirigidas de una empresa a otra, existe una fuerte presencia de dinámicas B2C (Business to Consumer), en las que el trato directo con los representantes de las empresas clientes se asemeja al proceso de ventas orientado a consumidores finales. En el contexto B2C, el enfoque se centra en construir relaciones personalizadas, entendiendo las necesidades específicas de cada cliente y generando confianza en la toma de decisiones. Este hallazgo resalta la importancia de reconocer la mezcla entre ambas modalidades.
This article analyzes the creation of the LION BELTS brand, targeting the industrial sector of conveyor belts with a focus on quality, technical support, customization, and sustainability. The methodology was guided by A. Wheeler's (2018) framework, chosen for its precision in addressing key elements such as colorimetry, typography, logo design, research, and strategic analysis. The literature review incorporated documents based on Wheeler's approach, which served as references to support the mentioned elements. As part of the methodology, a focus group involving five sales representatives from AyJ Transmisiones y Equipos S.A.S. was conducted. The participants shared their experiences regarding customer needs, market perceptions, and expectations for the new brand. The outcome of this process was the development of a brand manual based on the findings from both the interviews and the literature. The results indicate that, while industrial products such as conveyor belts are typically marketed under a B2B (Business-to-Business) model, where transactions and strategies are aimed at inter-company operations (Kotler & Keller, 2012), there is a strong presence of B2C (Business-to-Consumer) dynamics. In these scenarios, the direct interaction with representatives of client companies resembles a sales process tailored to final consumers. In the B2C context, the focus is on building personalized relationships, understanding specific client needs, and fostering trust in decision-making processes. This finding highlights the importance of acknowledging the blend between both modalities.
This article analyzes the creation of the LION BELTS brand, targeting the industrial sector of conveyor belts with a focus on quality, technical support, customization, and sustainability. The methodology was guided by A. Wheeler's (2018) framework, chosen for its precision in addressing key elements such as colorimetry, typography, logo design, research, and strategic analysis. The literature review incorporated documents based on Wheeler's approach, which served as references to support the mentioned elements. As part of the methodology, a focus group involving five sales representatives from AyJ Transmisiones y Equipos S.A.S. was conducted. The participants shared their experiences regarding customer needs, market perceptions, and expectations for the new brand. The outcome of this process was the development of a brand manual based on the findings from both the interviews and the literature. The results indicate that, while industrial products such as conveyor belts are typically marketed under a B2B (Business-to-Business) model, where transactions and strategies are aimed at inter-company operations (Kotler & Keller, 2012), there is a strong presence of B2C (Business-to-Consumer) dynamics. In these scenarios, the direct interaction with representatives of client companies resembles a sales process tailored to final consumers. In the B2C context, the focus is on building personalized relationships, understanding specific client needs, and fostering trust in decision-making processes. This finding highlights the importance of acknowledging the blend between both modalities.
Palabras clave
Identidad visual, Branding industrial, Comunicación B2B, Marca transaccional, Manual de marca, Diseño de marca, Investigación cualitativa, Grupo focal, Sostenibilidad industrial, Arquitectura de marca, Visual identity, Industrial branding, B2B communication, Transactional brand, Brand manual, Brand design, Qualitative research, Focus group, Industrial sustainability, Brand architecture