Dozens of codes without a system
New lines are named on impulse, and customers and dealers can't tell which line replaces which.
One shared naming and coding rule, with room for new lines without starting over.
Start from this problemManufacturing and B2B
Brand design for electrical and electronic equipment
Durable equipment is only half the job. The other half is buyers seeing it.
Many lines, many codes, passing through many dealers. Sinh Vũ helps electrical equipment, components, and motors share one face, from packaging to the point of sale.
Quick answer01
What does an electrical equipment brand need?
Three things: one code and identity system for the whole range, packaging and manuals that speak in one voice, and a display standard for dealers. Buyers of electrical equipment choose the brand they feel safe with when something goes wrong.
A code system for the whole range
Naming and line-coding rules, so a customer can read a code and know which line it belongs to.
Packaging and manuals in one voice
Boxes, specification labels, and instruction sheets on one frame, easy to read and easy to look up.
A standard for dealers
A set of display standards and sales materials so every point of sale says the same thing.
Business types02
Three kinds of manufacturer, three problems
All of them make equipment that runs on electricity, but the buyers and the sales channels differ, so what the brand has to say differs too.
Electrical equipment
Their customersElectrical contractors, supply stores, and end users buy through dealers and choose a brand they already know.
Brand challengeKeep the brand consistent across many lines and dealers, and clear when customers look up the warranty.
Electronic components
Their customersAssembly plants and purchasing departments order by component code and specification sheet.
Brand challengeShow technical reliability and quick-reference documentation instead of competing on price alone.
Motors and automation
Their customersInstallers, contractors, and factories buy to build into their own systems.
Brand challengeShow that many lines and models belong to one manufacturer, with support on hand when something fails.
Pain points03
Four pain points specific to electrical and electronics makers
These are the places where equipment manufacturers lose customers even though the equipment runs reliably.
Every dealer displays differently
The same brand appears on different cabinets, signs, and flyers at every shop, so customers can't recognize the genuine product.
A compact point-of-sale standard dealers can follow without asking for a redesign.
Start from this problemSpecification labels that are hard to read
Specifications, warnings, and product codes crowd each other on the box, and buyers hunt for what they need.
A label frame with fixed zones for name, code, main specifications, and warnings; the technical content is supplied by the manufacturer.
Start from this problemAn instruction sheet nobody reads
The sheet is printed small and stitched together from several sources, and customers call to ask things it already answers.
Rework the document around what the user needs to do, with clear drawings, short text, and one frame for every line.
Start from this problemCustomer journey04
At which stage do electrical and electronics makers lose customers?
At the long-term partnership. The equipment is sold, but customers meet the brand through dealers and instruction sheets where nothing matches; the next time they order, they may pick another brand.
Where customers are most often lostLong-term partnership
Do this now
- Give every dealer the display standard and the sales materials, with one contact for questions.
- Rework the instruction sheet and the warranty card on one frame, and say clearly how to call for support.
- Keep product codes and line names stable so customers reorder exactly the right item.
Touchpoints05
Five touchpoints to do first
Touchpoints are the places where customers and dealers see the brand. For electrical equipment, these five decide whether customers order again.
Product packaging
It's the first thing customers see on the dealer's shelf, and the place where specifications have to be readable.
Catalog
Contractors and installers use it to choose a code.
Points of sale and dealers
The place where the brand drifts most easily, because many different people set it up.
User manuals
It's what customers open when the equipment isn't running.
Website
Where people look up codes, download documents, and find the nearest dealer.
Roadmap06
Where Sinh Vũ suggests starting
Listed in the order to do them. A manufacturer with few lines can stop after the first three steps; one with many lines and many dealers goes through all five.
Brand Identity Design
Name, mark, color, and type: the base for every product line.
Brand guidelines handbook
A guide covering the code system, label rules, and dealer usage.
Product packaging design
A shared packaging and specification label system for all lines.
Sales and marketing collateral design
Catalogs, manuals, and sales materials for dealers.
POSM and event booth design
Display units, signage, and point-of-sale items.
Projects07
Projects closest to an electrical or electronics maker
Sinh Vũ has not yet published a project for electrical equipment or electronic components in the strict sense. The three projects below cover motors and electromechanical equipment for roller doors, the closest match for many lines, many models, and many points of sale.
Engines, German standard on every shelf
Engines, by Tân Phong, is a line of roller shutter motors built to German technical standards. Sinh Vũ built the logo, brand standards and a unified packaging system…
View case
Eight machine lines brought into one identity, with packaging and POSM: close to the problem of many lines under one brand.
Dasanyuan, one red seal standing firm on the shelf
The red 大三元 seal keeps the entire Dasanyuan roller door motor range, three lines and dozens of models, recognised and trusted at once among a shelf full of look-alike brands.
View case
A product code system for three lines and dozens of models, with packaging and documents: the closest match for a code-system problem.
MASTER DOOR, technology standing guard at the door
From a blank page in 2009, Sinh Vũ built MASTER DOOR into a rolling shutter technology brand that homeowners trust before they even ask the price.
View case
Standards, a control interface, packaging, documents, and POSM for a roller door brand: close to the problem of staying consistent from equipment to point of sale.
Further reading08
More on electrical and electronic equipment
PerspectivesWhen B2B companies realize that branding is not just decorationManufacturers and distributors often see branding as a luxury of consumer goods. This article highlights the moment…Read PerspectivesConsistent branding shortens the B2B sales cycleIn B2B, professional and consistent identity helps skip the initial trust-building stage, thereby measurably…Read ExpertiseEnd-user documents and agent documents: two different originals.Two sets of documents, two different purposes. Misplacing them leads to distribution channels leaking from the start.Read ExpertiseCatalogs and printed brochures: when are they still needed?The answer is not 'yes' or 'no', but: printing at the right moment is still valuable, printing out of habit is…Read ExpertiseSelect touchpoints to create samples before the budget is limitedWhen the budget is limited, it's impossible to create templates for everything. Sinh Vũ guides you on how to identify…Read ExpertiseThe logo is readable from favicon to large signHow to design and prepare a logo that works correctly at all sizes, from a tiny favicon to a billboard several meters…Read
The principles behind it
- 2.01The category sets the visual rules more than individual personality does; to be different you must know which rules are the entry ticket and which are mere habit.
- 2.02A difference is real only when buyers can see it in one glance at a real point of sale, not on a positioning comparison chart.
- 2.03Map the category rules with photographs of products where they are actually sold, then mark what they have in common.
FAQ09
Frequently asked questions
Divide by line, then by the main specification, and leave room for new lines. Write the rules on one page every department shares. Technical codes are decided by the manufacturer; Sinh Vũ handles the presentation.
It isn't required, since many electrical brands already use one. Sinh Vũ looks for a mark drawn from the company's name or story, then tests it at small sizes on the specification label.
Name and code, main specifications, warnings, and manufacturer details. The mandatory content for each type of equipment is confirmed by the manufacturer; Sinh Vũ only arranges it to read quickly.
Give dealers a short standard with sample photos and ready-to-use files. Dealers follow that far more easily than spoken instructions.
Around what the user needs to do: install, switch on, and fix common faults. Clear drawings, short text, and one frame for every product line.
Usually one main brand, with lines named as a system. Separate brands only make sense when the customers and sales channels of the lines are completely different.
Nearby segments10
Nearby segments in this industry
Machinery and engineeringMeasurable precision, and machines already running in other plants.Explore this segment Contract manufacturingRight to the sample, on time, and confidential for every client.Explore this segment Industry pageAll of manufacturing and B2BGood machines can't speak for themselves. The profile has to speak for them.Back to the industry page
Tell Sinh Vũ about your brand
A few lines about your equipment lines, your buyers, and what is holding you back are enough. Sinh Vũ reads them closely and replies.