The Power of the Brand
April 26, 2010
Lenny Siers is always looking to grow and protect the One Hour Heating & Air Conditioning brand. Why? Because it helps his bottom line.
“The biggest power of our brand is the family members we have amongst us. Nationally we have a lot of franchises that have done the right thing or the wrong thing and the wise business owners will reach out to their peers and listen to their mistakes and successes, and do their best to duplicate the positives and avoid the negatives. The One Hour brand allowed me to see the best of the best at hiring, recruiting, and coaching,” said Siers.
To that point, Siers has a multi-layer marketing plan that ensures that the One Hour brand and his company stay in the public eye. By utilizing radio, television, direct mail, newspapers, online, home shows, parades, and much more, the customer base can’t avoid seeing the yellow brand everywhere they look.
“This includes the 18 trucks running up and down the streets,” said Siers. “Sometimes you will see three at one time. The streets bleed yellow. My building is yellow and white so it stands out. Top-of-mind awareness is our major goal with the One Hour branding campaigns.”
In addition to a consistency on colors and look, Siers is sure to make sure the company message “We’re on Time” is consistent as well. “Everything we do stands behind the brand of yellow and our message, ‘We’re on Time.’ If I had no message or common branded logo then we would be speaking loudly with a different message each time and our customer base would be confused. It just wouldn’t be as powerful,” he said. “Consistency is the key to success. Just make it automatic and leave it alone and you will find out anything you want to achieve will be done. It is a foolproof program that will allow you to see double-digit growth and double-digit profitability continuously.”
Siers decides on his campaigns and makes sure he commits to doing them for a year. He knows that if you only do it weekly, or even monthly, you may be tempted to pull out and say, ‘it doesn’t work.’
“Spend enough time investigating it, then you are out of the creative side of it and you are doing what most successful brands do. You are running your business and helping the brand let you grow,” said Siers.
“The biggest power of our brand is the family members we have amongst us. Nationally we have a lot of franchises that have done the right thing or the wrong thing and the wise business owners will reach out to their peers and listen to their mistakes and successes, and do their best to duplicate the positives and avoid the negatives. The One Hour brand allowed me to see the best of the best at hiring, recruiting, and coaching,” said Siers.
To that point, Siers has a multi-layer marketing plan that ensures that the One Hour brand and his company stay in the public eye. By utilizing radio, television, direct mail, newspapers, online, home shows, parades, and much more, the customer base can’t avoid seeing the yellow brand everywhere they look.
“This includes the 18 trucks running up and down the streets,” said Siers. “Sometimes you will see three at one time. The streets bleed yellow. My building is yellow and white so it stands out. Top-of-mind awareness is our major goal with the One Hour branding campaigns.”
In addition to a consistency on colors and look, Siers is sure to make sure the company message “We’re on Time” is consistent as well. “Everything we do stands behind the brand of yellow and our message, ‘We’re on Time.’ If I had no message or common branded logo then we would be speaking loudly with a different message each time and our customer base would be confused. It just wouldn’t be as powerful,” he said. “Consistency is the key to success. Just make it automatic and leave it alone and you will find out anything you want to achieve will be done. It is a foolproof program that will allow you to see double-digit growth and double-digit profitability continuously.”
Siers decides on his campaigns and makes sure he commits to doing them for a year. He knows that if you only do it weekly, or even monthly, you may be tempted to pull out and say, ‘it doesn’t work.’
“Spend enough time investigating it, then you are out of the creative side of it and you are doing what most successful brands do. You are running your business and helping the brand let you grow,” said Siers.
