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Pressure Washing Companies and Co-Branding
Pressure washing companies often miss what we call 'super niche' markets, those industries which very much need pressure washing services and are willing to pay top dollar for them. One such industry is the signage business. For a pressure washing company with no relatives or friends in that industry it is hard to break in and get work there, however if you con-brand with an existing company you may find yourself with more work than you can handle and able to bill at very high rates
Having been in the pressure washing industry some 25 plus years, we had always found that hooking up with a local sign company gave us instant credibility in the region and an expanded customer base of new clientele. Must of the new clientele once there cleaning signs had much more to wash also. For instance one time we went to clean a large sign for a sign company at a Lumber Company. Once there the owner was pleased and read the side of the work truck which we had also traded out in services for washing the sign company's service trucks. The Lumber Company owner had us busy for two-days washing and waxing all his delivery trucks, forklifts, concrete and common area.
Below please find a letter that you can use and modify to fit your own business. Use this technique to alert local sign companies of your ability and willingness to work with them. Think about this and as always; Wash On !
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Dear Signage Contractor,
We know you have a tough job maintaining signs for clients. Our pressure washing company's industrial division specializes in cleaning signs. We would like to help you and make some money. We're looking for a win/win situation. We work in two ways:
You give us a list of clients (contact names) of your customers who might be interested in monthly sign washing. In return we will wash your work trucks for free every other week. (Yes, tire dressing too!)
You set up accounts for maintenance of signs, do all the billing and we do the actual sign cleaning while you work on mechanical and emergency calls. We bill you monthly for our washing.
No matter which way you choose, if we work with you, we will only work exclusively with you in your area. No other signage companies. We will also contact many store owners directly to clean their signs. If these stores need new signs or mechanical repairs of old signs, we will refer this work to you.
Sounds good? We thought you would like it. There is a bonus. We already have accounts to clean wheel chairs at hospitals, real estate agents cars, truck fleets, shopping carts at COSTCO, concrete for local property managers, etc. In other words, we know everyone. By giving you leads for new possible clients we can help you. Information sharing, networking, strategic partnerships, whatever you want to call it, it works! We are in it to win it! If you want to join (company name here) "110% Team" call us. If not the dust is free and we'll even give you a paper plate. (No plastic fork. You can make a taco.)
If you don't do this, one of your competitors will. That I can personally guarantee.
Thank you in advance,
"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs
Business Branding - How Character Affects Customers and Your Business Image
The public buys far more than just your products, services and so-called image promotions. Whenever they interact with anyone or anything associated with your business, they are automatically branded emotionally, good or bad, by the totality of your business character.
Branding: All My Exs Live In...
...my senses. I know, you were thinking 'Texas'. Well, if they do live in Texas, then it's a good thing that I live in Virginia (dodged that bullet - swish!). In fact, most of my experiences, good and bad, nestle deep in the base of my subconscious until 'something' wakes them up. It could be the ocean air, a certain perfume, the sound of fireworks or a song, the touch, the feel of cotton, or even the taste of burnt pizza. Yup, all of these sensory experiences can bring any memory rushing back to the front of your mind.
Branding: Bring Back the Jingle!
Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day." Why is this?
Branding Strategy - Brand Identity
Today, in many organizations around the world, branding is treated as a cosmetic exercise only, and regarded merely as a new name, logo, stationary and possibly a new advertising campaign. But, to associate your "brand" with such superficial cosmetics is like saying that people are really only the sum of their name, face and sometimes their clothing
The Trust Issue In Marketing
One of the prime motivating factors in the purchase decision making process is "trust". A consumer will at some point for however long or short of a time, ask the question, "Can I trust this company/person/product?"
Branding Yourself To Increased Profitability
Successful Realtors know the importance of branding their identities into the consciousness of the communities in which they live, like the big boys; Pepsi, McDonald's, Burger King, and other companies we know and have come to trust.
Into The Limelight
To stand out in a cluttered world, become a recognized expert
Managing the Corporate Brand - a Reputation Perspective
Adored, respected and coveted by customers and organisations alike, corporate brands represent one of the most fascinating phenomena of the business environment in the 21st century. Their importance is unquestionable. Brands, in their various forms, are integral to our everyday existence. This is particularly the case at the organisational level where the concept of the corporate brand now enjoys wide currency in business parlance. There is an increasing realisation that corporate brands serve as a powerful navigational tool to a variety of stakeholders for a lot of purposes, including employment, investment and, most importantly, consumer buying behaviour.
Power Your Word for Profit
Discovering and owning a powerful word that reflects you and your business is the true key of successful branding.
Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey
The seventh in a continuing series of twice-yearly surveys by The American Affluence Research Center (AARC) reveals the brands considered to have the highest quality, regardless of price, by the wealthiest 10% of Americans, the 11 million households representing about half of all consumer income and spending, a third of the total US economy, and 70% of the personal wealth of Americans.
Branding has been defined, explained and examined extensively. There are books, articles, publications, seminars, and groups all dedicated to exploring the meaning and use of brand today.
The Positioning of Success
Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term don't simply offer the best deals, the best quality, or the most impressive bells and whistles. If you want to win big in today's cutting edge world of business, you have to begin by thinking differently and by challenging the status quo. Whether you are a new or an established business owner, these ten powerful strategies will position your company for big success. (1) Adopt the philosophy of "Givers Gain." In 2003, the members of Business Network International (BNI) passed over 2 million referrals to each other. Founded by CEO Ivan Misner, BNI is a business and professional networking organization that offers members the opportunity to share ideas, contacts and most importantly, referrals. Misner founded BNI based on the philosophy of "Givers Gain," which is the belief that in order to get business, it is important to first give business. One of the critical factors in achieving success rests in the ability to develop reciprocal relationships where two parties naturally refer business to each other on a consistent basis. "It's not what you know but who you know" has never been so true as it is in today's competitive world of business. For more information on Ivan Misner and his philosophy of "Giver's Gain," access an interview here: http://www.cvcommunity.com/utility/showArticle/?objectID=1452 (2) Focus on Soft Innovations In today's competitive marketplace, the old equation of spending more on advertising to increase profits it not working as it once did. In his latest book, Free Prize Inside, author Seth Godin, makes a strong case for using soft innovations as a way to get noticed in this crowded and noisy world. Soft innovations are the small yet insightful ideas that can take your product or service from good to remarkable. They are often hidden, and they usually solve a problem that is " peripheral to what your product is ostensibly about." At first glance, you think the soft innovation does not mean much, but once you have it in place, it becomes an essential part of your product or service. Examples of soft innovations include Starbuck's Cards, Dinosaur-shaped pasta for kids, and Amazon.com cutting its ad spend and offering free shipping with the money saved. For more information, read an interview with Seth Godin in Today's Coach here: http://www.cvcommunity.com/utility/showArticle/index.cfm?objectID=1524 (3) Re-groove! How do you operate when the heat is on? How do you respond to chaos? When new skills or new behaviors are needed, how do you respond? Knowing what to do and how to do it is one thing but being able to respond effectively and to keep your cool under pressure and on a consistent basis is a very different ballgame. As leaders in today's world, it is crucial to learn how to work differently and how to be able to shift and bend to meet expectations which here one day and gone the next. The half-life of a great idea or a new product or service has never been shorter, and it is up to you as a business owner to become masterful with reshaping strategies, adding new perks to old products, and to stay on top of your game in the face of dramatically changing circumstances. You may find that your strength of achievement was required to get your company up and running but that same strength is now squelching the creativity of your team. It's time to Re-Groove! It's time to unlock the incredible potential that is inside of you that is required to get the job done under present day demands. If you are dedicated to re-grooving (getting past the old worn out grooves of your past conditioning,) it is essential to work with a coach or trainer who can coach you through the new behaviors quickly and in real time. By learning to re-groove, you will be able to create incredible opportunities for your company and for yourself. (4) Make your brand a "state of mind" Are you winning when it comes to style, a smart and accessible mix of products and services, and first rate customer service? If so, Bravo! However, this is just a part of the equation of what it takes to truly succeed. In order to create a brand that is truly memorable, it is crucial for you to live an inspired life and to make your brand a "state of mind" for your customers. This state of mind could be a feeling of trust and confidence, a sense of well being, or a state of knowing that you are buying from a company who has your best interests at heart. This state of mind cannot develop behind the confines of the walls of your business. It grows and develops when you are in the middle of your potential buyers?in restaurants, traveling, checking out the competition, playing sports, tinkering with a hobby, having fun and lots of it! If you are living fully and in relationship with others, you will be re-energized every day and you will give your customers a vision of what an inspired life actually looks like, because you are living one! Your brand will become much more than your trimmings...it will become the connection that others feel when they think of you as a valued person in their lives. (5) Become masterful at mobilizing resources The ability to galvanize resources, both human and monetary, and to build effective and efficient projects with them is a critical component of success in today's marketplace. We are quick to look first at the monetary costs of a project and quickly get cold feet, when the reality is that we have valuable resources hidden in our personal and professional lives which may not cost a dime. Social capital is one resource that is one of the most valuable assets available to business owners of today. The term social capital emphasizes that very specific benefits are made available from the trust, reciprocity, information, and cooperation associated with social networks. The value of social capital is that people can draw on the wisdom of each other to solve common problems, especially as it relates to money, time, and resources. (6) Buck conventional wisdom In 1971, Rollin King and Herb Kelleher decided to start an airline that you might say?was different and a little bit quirky. They began with one simple notion: If you get your passengers to their destinations on time, at the lowest fare possible, and make sure they have a fantastic time doing it, people will choose you over a competing airline. This is the story of Southwest Airlines, who chose to move beyond the status quo by offering services and a sense of style that bucked conventional wisdom. With their focus on fun, games, and "Love Southwest Style," Southwest has made its mark with its strong focus on stellar customer service and conveniences such as allowing customers to proceed to their departure gate without stopping at the ticket counter, skycap, or self-service kiosk. Most importantly, Southwest has honed in on searching for important personal qualities in those they hire-- the perfect blend of energy, humor, team spirit, and self-confidence to match its famously offbeat culture. Southwest was once dismissed as a maverick, as their strategies seemed strange to the "airline powerhouses." These same powerhouses are now looking in awe at what this "maverick" has built. The strategy of originality worked?It had the sticking power required for success. (7) Become a Talent FarmWhen recruiting new employees, what are you looking for? Raw talent? Raw communication skills? Intellect? Athletic ability? Commitment? Skills? Flexbility? What about all of this and more? If you are a company who wants to operate at the leading edge, where change is the greatest and success is the goal, you will want to recruit the most talented group of people you can find?those people who are self- starters and who are living boldly in the world. By developing a "talent farm" culture, you can instill a mindset of excellence from the top to the bottom of your organization. This culture encompasses a deeply held belief that having high caliber people is crucial to your success. With this "talent farm" approach to recruiting, your company will also be required to recruit great talent every day. Successful businesses and organizations have a strong sense of what they are looking for, and they are always on the look for new talent and ways to retain them for a lifetime. (8) Embrace your core values What is it in life that you most value? Do you value beauty, leadership, creativity, stability, or family? You can choose to orient your life around your wants and needs or the list of things you feel you "should" be doing, but if you embrace your core values and build your life around them, you will find experience inspiration and joy at a level you never thought was possible. Whole Foods Market is one of the fastest growing supermarkets of today, because its commitment to fresh, nutritious products is a value that keeps customers coming back for more and employees happy, hard working, and committed. When you focus your business on doing what feels right and what fulfills you, you will have no regrets, because you have been true to the very core of your being. (9) Become a "white hot center" of influence A "white hot center" of influence is an organization or group that you most want your company to be aligned with tightly and in a relationship which is reciprocal. One connection into a strong center of influence can position your company to attract a stream of qualified opportunities. (Example: You are an interior designer, and you want to be in the middle of Southern Accent or Better Homes and Gardens Magazine.) In order to attract a "white hot center" of influence, you have to become what you want to attract. Be well educated, highly skilled, experienced, trained and innovative in your product development. Fill your network with other business owners who are up to big things in the world and who are experts in their respective fields. Attract talented people into your company, and tap each and every talent and skill available in your company. As you begin to raise your bar in all areas of your business and enhance your network, you will eventually become a "white hot center" that will attract others by the thousands. (10) Just Begin! Start where you are, and begin today to create success in your life. Drop the excuses, reasons or people to blame, dis-empowering attitudes and behaviors and get on with the business of living the life you know you were born to live. Do what you know you want to do, and do it with passion. Begin today to create the tomorrow you want. As Peter Drucker said, "The best way to predict the future is to create it"
Branded Email: Email Branding is the Next Generation of Email
All You Need is Branded EmailOrAlways Branded Email There to Remind Me
Your Identity Speaks Loudly...What Are You Saying?
Your corporate identity is a graphic expression of who you are as an organization. It plays a major role in what sells your company and its products. Everything that identifies your business, including your logo, color scheme, and tagline, work together to create an image that your customers remember. Building a corporate identity that bolsters your business objectives is a subtle, yet important part of achieving business success.
The Brand Called You
The best brands always try to do the right thing, so that their reputations will remain unsullied. But beyond that they grow, evolve and get better with time, while maintaining their special qualities from the past.We all have a personal brand with social, cultural, intellectual, and personal needs that may not necessarily be addressed in our daily work. Address these needs and you begin to improve your brand. Here is my agenda for building your brand.Join and participate in community and professional organizations Generate media coverage about your brand Stay in touch, or renew old ties with friends, family and business associates Let's examine how each one improves your brand.Join and participate in professional and community organizationsThe best brands grow, evolve and get better with time, while maintaining their special qualities from the past.Professional and community organizations provide ample opportunity to learn and grow.They provide professional development opportunities. They allow you to network with peers as well as with people you would not necessarily ever meet in the normal course of your workday.For instance, I am a member and served on the board of our local International Association of Business Communicators chapter. This allowed me to broaden my contacts in the corporate communications world, as well as form a number of friendships I probably never would have developed. I'm also a member of the North Carolina Citizens For Business and Industry. Here I meet people from all walks of life and all work disciplines. Finally, I am involved with Charlotte Reads, a local non-profit that focuses on literacy issues. This allows me to use my communication experience in support of an issue I feel very strongly about.But it's not enough to just join groups: you must participate to benefit fully. As a participant you have the opportunity to stretch, to gain confidence in yourself. Learn to lead by involvement on the board or in a special project.If you are a communicator by trade, try being treasurer for the group to exercise the other side of your brain, or take on a special project about which you feel strongly.Generate media coverage about your brandAll that professional and community involvement will certainly lead to opportunities to leverage that involvement into news about the brand called you. And, of course, there will be promotions, new assignments, and awards at work, too. More opportunities to make headlines.Your achievements are of interest to local print, broadcast, and online media, particularly the business pages. In Charlotte, the Observer has a weekly feature called On The Move spotlighting someone in a new position. The Charlotte Business Journal has a similar feature called Moving Up. If it is a big enough move and your company won't do it, pay the estimated $150 to place it on BusinessWire or PR Newswire. Consider it an investment in your future. Don't forget trade publications serving your industry and alumni publications.Seek out speaking engagements and write guest articles, too. This is yet another way to publicize your brand. And don't forget to do news releases when you make a speech or write an article. It's all about merchandising.To stay top of mind, you might even want to develop your own monthly e-newsletter like Think, the Hoover ink publication. Keep it mostly informational and limit the commercial material.Stay in touch, or renew old ties with friends, family and business associatesEveryone you know can be a brand ambassador for you, so stay in touch or reach out to those you haven't talked with for a while.Yet another reason for having a monthly newsletter that shares your expertise.The network of contacts you have built over your lifetime will be instrumental if you decide to start your own business, or change jobs.So, heed this word of advice: always deal fairly with people. One bad experience with your brand can negate 10 positive ones.Now, get out there and start branding.
Brand Value Plan - Brand Identity Guru
Developing brand value is critical to every organization and when professionally executed, delivers a clear and measurable competitive advantage to your firm. It does so by helping you establish a positive connection and value-relationship with your customer, which, over time, will build brand equity and increase brand value.
The Big Uneasy: Clearing the Clouds of Guess
People often come to me to assist them with developing their brand because they are unable to accomplish the business success they desire. They're experiencing what we call the Big Uneasy--the state of being when things are hard. They are stuck in an idea, unable to make it happen, and dreams are unfulfilled. Life is heavy, there's a lack of flow... the Big Uneasy has taken over.
Having been in the franchising business all my life and understanding how hard it is to build a brand, I have probably read every other popular book on the subject. Some are good and most are excellent, as each one helps give you ideas on setting the stage for your brand marketing objectives. Branding on the Internet is somewhat new as before 1995 there was little if any Internet to speak of. One book I can recommend is:
Brand to Sell Well
Branding is an application of appropriate marketing techniques in the right proportion to a product. Brand management is to manage the forces in a market suitably to win favors for the product.
Shattering the Branding Myths
If you've been online long, you're sure to have seen many "gurus" give their ideas about branding. However, much of what you read simply isn't true. Over the years, many myths about branding have taken hold in the online world and spread like wildfire. The fact is: They are doing you more harm than good.
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