There are a lot of mobile notary services, and most of the time, they are very small businesses. Most brands concentrate on the service- speed, location, accuracy, but none had connected the service to what the aspirational outcome was. Most of the time, you are buying a home- one of the largest investments of your life- and wouldn’t you like to have a healthy amount of Good Karma surrounding your new home?
Once the name was set, the URL secured, we developed the brand, and the tagline for the back of the card “if karma is like a bank, may your account always be positive.”
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.
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