CORPORATE BRANDING
I think it is ironic that I’m internationally known for sports, when corporate work has always been my mainstay. I must admit, seeing my work on television is cool, but helping a business grow into their true potential is much more gratifying on a personal level. I’m in love with our great country, and I’m extremely proud that my work has helped to create so many jobs.
Whether it’s consulting or design, I’m a very passionate brand expert. Today’s global internet market makes your competition exponentially more fierce, no matter what business you’re in. The bottom line is, as long as you look like you’re in need of business, very few will be attracted. I’m committed to making your brand stand out in that sea of competitors, regardless of what your promotional budget may be.
WHAT DOES A COMPLETE REBRAND LOOK LIKE?
Florida’s ‘Friends of Bats’ is a perfect example. The owners of this amazing business are Dan and Jennifer Bozone. Dan is THE authority on bats in America, and in our state, these unique animals are protected by law. That means, if your dwelling has an infestation, extermination is NOT an option. This is a NOBLE company, doing a very difficult but necessary job for the greater good of our society. In other words, if it were not for Dan and his capable staff, Florida would be overrun with mosquitoes, and our multi-billion dollar agriculture industry would likely collapse. Not only is this a great example of a much needed rebrand, but it’s the ideal example of a great company led by a couple with superior integrity. To see his rebrand, including merchandise, collateral, awards and website, go to www.FriendsofBats.com or better yet, call Dan Bozone at 888-758-2287. He’s the best!
I’VE HEARD ABOUT ‘LUXURY BRANDS’, BUT WHAT DOES A COMPLETE REBRAND LOOK LIKE FOR THEM?
Again, Florida’s Vero Beach Country Club is a perfect example of this category. Their logo needed updating, but they were not clear about why or how to budget for this type of change. I’ve had the honor to play golf or tennis at some of the greatest Country Clubs in America, Vero Beach is one of the nicest, most incredibly well manicured golf courses with a gorgeous clubhouse and surrounded by beautiful homes. Their mandate was simple: “We need to appeal to a younger potential member”. It turned out, the average age of their current membership was over 70. My research showed that home sales in the immediate area were way down, and most people were not tying the two together. A successful rebrand for any Country Club is not a simple change in look. The important factor is value perception.
COLLATERAL IS ALMOST A LOST CRAFT
In marketing and sales, the word ‘collateral’ is considered the collection of media used to support the sales of a product or service. Historically, the term ‘collateral’ specifically refers to printed materials (ads, brochures or sell sheets), developed as sales support tools. In today’s world, let’s include PDFs and PowerPoint presentations in this category. Regardless, for your company to succeed, it’s essential to commit your products and services to writing, so sales continue to happen, even if sales associates are not available. These materials require the right mix of visuals and copy, sufficient to inspire a call or an email to you.. Never forget, you’re paying for every square inch. Don’t make it cluttered … make it effective and relevant.
PAST CLIENTS
When I started in the mid-1970s, word of mouth was the ONLY honorable way to get business in the marketing world. Simply put, that meant you had to exceed expectations each and every time, or you would not have a future in this business. I’m so grateful for these great businesses (pictured below) who saw the potential in my enthusiasm and passion, and not only gave me amazing projects, but continued to refer me to other corporations.
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