JUNE 2026 | Vol.39 | No.5
THE VOICE OF THE GREATER ROCKFORD BUSINESS COMMUNITY
BRANDING FOR MODERN MANUFACTURERS Consistent branding and frequent advertising drive future sales By Taylor Hohn, Digital Hive Mind A few years back, Professor John Dawes’ 95-5 rule—stating that 95% of B2B buyers aren’t in the market for your goods or services right now—was published by the LinkedIn B2B Institute. It broke that corner of the internet, spurring countless hot-take posts, sprinkled with sentence fragments and optimized to rake in impressions. For B2B business leaders, especially those in manufacturing, this news made an already-bleak landscape bone chilling. If customers aren’t looking to buy, how can we sell to them? The solution is unexpectedly simple; stay top of mind for the long haul
with a persistent blend of consistent branding and frequent advertising. The Building Blocks of Your Brand Philosophically speaking, your brand is the meaning and reputation that people— customers, vendors, employees, you name it—attach to your company over time. Strategically speaking, though, you have the ability to influence and direct this meaning. The core elements of your brand are how your company appears to others. A logo is the face and physical representation of your company. The colors that make up your logo should be leveraged for internal
and external marketing collateral, such as your website, business cards, and social media posts. Print materials, like a brochure, are an excellent physical reminder of your brand for prospects to rediscover after a fleeting meeting or a bustling trade show. And lastly, though invisible, your brand’s voice shouldn’t be overlooked. Informed by your company’s values and differentiators, a consistent voice makes your brand sound trustworthy and relatable. Take our region’s own Forest City Gear for example. Over decades, FCG has garnered an international reputation for CONTINUED ON PAGE 3
ROCPAC SIGNALS FORWARD FOCUS
New logo captures the vision driving business advocacy in Northern Illinois By Conor Brown, ROCPAC, Inc. The Greater Rockford Chamber of Commerce (GRCC) plays a critical role in supporting businesses, promoting economic development, and serving as a voice for the business community. The Rockford Chamber Political Action Committee (ROCPAC) was recently revitalized as a separate, affiliated organization that strengthens advocacy efforts on behalf of the Rockford Region’s business community. Voicing Business Priorities Local government decisions have a direct impact on the business climate, including taxes, zoning, infrastructure, workforce development, and regulations. ROCPAC participates in the political process by supporting candidates who understand and prioritize business issues.
As a separate organization, ROCPAC can support the election of leaders who support policies that encourage economic growth and entrepreneurship. One of the primary benefits of ROCPAC is that it amplifies the collective voice of local businesses. Individual business owners may not have the time, resources, or political experience to engage directly in campaigns or policy advocacy. ROCPAC provides a structured and lawful way for local businesses to pool resources and support candidates who align with shared economic priorities. This collective influence helps ensure that the concerns of employers, small businesses, and industry leaders are heard during elections and legislative debates. ROCPAC plays an important role in responding to referendums that may
impact the local business climate. When ballot initiatives affect issues such as business taxation, regulation, or economic growth, ROCPAC may choose to financially support or oppose measures based on the interests of our members, as well as the broader business community. Building Credibility and Relationships ROCPAC complements the GRCC’s issue advocacy for the local economy. The GRCC often speaks on behalf of the business community when discussing issues such as infrastructure improvements, housing, and workforce readiness. While the GRCC advances these priorities through statements and forums, ROCPAC can CONTINUED ON PAGE 5
IN THIS ISSUE FROM DOCK TO DELIVERY
By Tim Charles, Pierce Distribution Page 4
FUELING THE FUTURE OF MANUFACTURING
TRUST US TO DELIVER
By Nate Jordan, SBDC Page 6
By Zachary Oakley, Chicago Rockford International Airport Page 13
FORWARD DEPLOYED
By Sam Kirker, SJK Enterprises Page 17
THE VOICE IS PUBLISHED BY THE GREATER ROCKFORD CHAMBER OF COMMERCE FOLLOW US:
THE VOICE IS ONLINE AT ROCKFORDCHAMBER.COM