Nordson Brand Promise
Nordson's brand promise is the simple, unchanging expression of the most important benefits that Nordson delivers to its customers.
The brand promise is informed by the philosophy and values just described. Everything Nordson says or does, from marketing communications to the way the sales force interacts with customers, should be driven by the brand promise. It is the common thread that ties all Nordson businesses and employees together. In short, it is a tool to ensure consistency in how the Nordson brand is communicated in words and actions.
Nordson's brand promise is as follows:
"Nordson delivers precision technology solutions to help customers succeed worldwide."
All external messaging across all businesses worldwide derives from this promise.
Let us take a closer look at this brand promise and what it means.
| Nordson delivers... | The employees of Nordson set the company apart. We are committed to delivering what we say we will. |
| precision technology solutions... | Today, our precision technology portfolio includes dispensing & application, surface treatment & preparation, fluid management, and testing & inspection. We innovate within these technologies to solve customer problems. "Precision technology" is a wide space where we can grow, organically and via acquisition, to serve our customers for years to come. |
| to help customers succeed... | The customer is our focus and our reason for existing. Their problems are our concern. While the majority of our business is with manufacturers, the word "customers" ensures that we will serve any number of niches seeking our expertise. Nordson wants its customers to grow their businesses and become more profitable. When our customers are successful, we will be too. |
| worldwide. | Nordson has been and will continue to be everywhere in the world our customers need us. Our global capability is a competitive advantage. |
When Nordson fulfills its brand promise, all stakeholders have the opportunity to benefit.
| NORDSON STAKEHOLDERS | |||
| Customers | Employees | Investors | Communities |
| By choosing Nordson, our customers gain a partner vested in their continuing success. | In delivering on Nordson's promise, employees increase their opportunities for self fulfillment, growth, security, recognition and expanded compensation. | As Nordson succeeds over time, investors have the opportunity to be rewarded with long term gains. | The greater Nordson's success in the marketplace, the greater its ability to support charitable activities in the communities where it operates. |
The brand promise can be expressed explicitly in communication materials, but it is not a requirement to do so. Nor will every piece of communication reflect every item within the brand promise. More simply, however, the brand promise should always serve as a "check point" for whatever is being communicated. Communication that does not support the brand promise should be revised.
In addition, the brand promise is built to be flexible, and different parts of Nordson's business around the world may draw upon it in different ways to communicate to different end markets and customers. In other words, the essence of the brand promise stays the same, but the expression of it may vary. Here are examples from the advertising of three different product lines that all communicate the Nordson brand promise effectively without ever mentioning it directly:
| Statement | Comment |
| Nordson VersaBlue melters offer precision gear metering and variable-speed drives to bring maximum accuracy and flexibility to a world of demanding applications. Intuitive graphic displays and multiple-language operator screens keep daily operation simple. | The words "precision" and "maximum accuracy" tie to the brand promise idea of precision technology. The words "a world of demanding applications" tie to the brand promise idea of Nordson being worldwide. "Keeping daily operation simple" ties to the brand promise idea of helping customers succeed. |
| Nordson EFD barrels and syringes improve yields and reduce costs by producing the most accurate, repeatable fluid deposits possible. | The words "accurate and repeatable" tie to the brand promise idea of precision technology. "Improving yields and reducing costs" ties to the brand promise idea of helping customers succeed. |
| Nordson YESTECH's advanced Thin Camera™ technology offers high-speed PCB inspection with exceptional defect coverage. With up top-down viewing cameras and four side viewing cameras, the F1-Series inspects solder joints and verifies correct part assembly enabling users to improve quality and increase throughput. | The words "advanced" and "high speed inspection" tie to the brand promise idea of precision technology. "Enabling users to improve quality and increase throughput" ties to the brand promise of helping customers succeed. |