Challenge: There are lots of contractors/renovation pros out there, including our client, but, what he wanted to do was move toward a project management/consulting role. His specialty is in financing fixer-uppers and working through tough historic zoning rules. As a Realtor® he can also help maximize value in every project for resale.
Strategy: Build on the concept of Guild, a medieval association of craftsmen or merchants, often having considerable power. Project a company that’s a lot larger than a startup, yet with old world values.
Why it Worked: By representing himself as a “Guild” of craftspeople, he could move away from being the actual muscle and move the company and the brand into a one-stop shop for renovation projects.
Challenge: Practically every other 3-D scanner/printer of people had used “Mini-Me” and 3-D to identify their products, including the entrepreneur who walked through our door a mere month before opening. Unfortunately, when search means everything- and “Mini-Me” is a registered trademark of a very large company, we had to work fast to come up with a new name and brandmark.
Strategy: Doppelganger Labs – may not roll off the tongue, but it was easily identifiable as a unique business that made little duplicates of you. In search- we’d be on top.
Why it worked: Unfortunately, the company that sold the system to them, wasn’t quite as ready for prime time. Problems with quality and delivery as well as back end system issues, made this a difficult business to sustain. The business closed in 10 weeks. The brand is now for sale- complete with social media accounts and a website that’s built for appointment based scanning- with a complete marketing automation system.
Challenge: Brand a tax preparer who wants to specialize in doing returns for military overseas and ex-pats.
Strategy: Make it clear that the client was an authority on military tax returns.
Why It Worked: Play on words, while a Major is only an 0-4, who wouldn’t want a “Major tax return” to come back from the IRS.