Issue link: https://iconnect007.uberflip.com/i/1538100
44 SMT007 MAGAZINE I AUGUST 2025 In other words, skepticism is the default. It's not enough to say your product works, is reli- able, or is the best in the mar- ket. The burden of proof is on you. It means more value, real- world case studies, peer testimo- nials, published data, and cred- ible thought leadership. Younger consumers don't want persua- sion; they want evidence. Becoming an Authority Through Value Build trust and brand authority by providing value through con- tent that speaks to real-world challenges. Reflect an under- standing of the obstacles engi- neers and manufacturers face every day. Whether it's voiding issues, thermal management, or diagnosing electrochemical migration in harsh environments, your audience wants to build their business through solutions. To be successful, consistently identify common pain points and offer meaningful solutions, posi- tioning your brand as a trusted authority. You teach, guide, and lead. That might look like a well- crafted white paper, tutorial video, a "Tips and Tricks" webinar, or a social media post that shares les- sons learned from a failed pro- cess validation. Alongside tradi- tional marketing, these branding tools are targeted and useful. You've achieved relevance T H E K N OW L E D G E BAS E when your brand becomes known as the one that always seems to have the answers. Your Brand Is Bigger Than Your Products Today's most successful brands understand that what they sell is only part of who they are. The best brands represent a way of thinking, a commitment to solv- ing problems, serving customers, and contributing to the industry. Their presence transcends any single offering. Think of any respected com- pany in our space, from capital equipment providers and chemi- cal formulators to contract man- ufacturers. The ones we respect most aren't just known for what they make; they're known for what they stand for. Build a Brand Through Industry Engagement Your brand is also built in the halls of trade associations. Get involved with SMTA, the Global Electron- ics Association, and IEEE. These groups offer unparalleled access to thought leaders, technical resources, and decision-makers. But more importantly, they provide an opportunity to contribute. I recommend speaking at a conference, volunteering on a standards committee, mentor- ing new members, moderating a panel, or writing a technical paper. When people see your name or your company's name on a conference schedule, in a published article, or on a work- ing group document, your brand gains authority because they remember seeing your ads— your branding. Now, you're no longer just participating in the industry; you're shaping it. People remember stories and connect with authentic- ity, so be willing to share stories about how you solved a custom- er's problem. Share a hard les- son your company learned. Talk about a failed approach that turned into a breakthrough. It's still vital to tell customers what you offer through traditional branding, but sharing the human side of your brand also matters. Make It a Company-wide Mission Brand cultivation is a company -wide mission. Sales, engineering, service, and leadership should all understand the brand's values and message and embody them in customer interactions. Every- one has a role to play in shaping how your company is perceived. A brand is built in every email, service call, LinkedIn post, and conference conversation. Con- sistency across departments turns messaging into meaning. In electronics manufacturing, products come and go, technol- ogy evolves, features improve, and prices fluctuate. But a brand endures when it's cultivated with intention. SMT007 Mike Konrad is founder and CEO of Aqueous Technologies, and vice president of communications for SMTA. To read past columns, click here. " " Build trust and brand authority by providing value through content that speaks to real- world challenges.