The Online Magazine For The Sign Trade
e-NewsLetter Volume 11 Issue 12
Tuesday June 15, 2010

In this issue:


What is Your Brand?

    "Your premium brand had better be delivering something special, or it's not going to get the business."
      --- Warren Buffett

We've talked here many times about the importance of reputation, word-of-mouth, and branding. The importance of all three cannot be over-stressed, but when you walk into any business today you still see poor quality and lousy customer service. It is as if those businesses never have to be concerned with creating a good reputation because they have piles of cash and really don't need our business.

When I have the time, I always let the management of an establishment (restaurants, doctor's offices, furniture stores, banks, etc.) know how I was treated as a customer. If I was treated like a king, I let them know. If I was treated like a burden, I let them know that too. I feel that I am offering a service by letting management or the owner know that I was satisfied or not satisfied. To me, this is valuable information for them to use. Whether they use it or not remains to be seen.

    "A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well."
      --- Jeff Bezos

Knowing your business and what it stands for is the beginning of creating your brand. What you convey to all of your stakeholders: customers, vendors, employees etc, is your brand. For example, at, our mission statement is:'s mission is to provide the highest quality online magazine with the most current, accurate and informative resources available.

It is a simple statement, but one that we follow daily. Our brand is our actions. If we deviate from our mission, we leave our brand and we flounder about searching for an identity. Meanwhile, we lose readership, advertisers, and put our reputation at stake.

    "The music industry is a strange combination of having real and intangible assets: pop bands are brand names in themselves, and at a given stage in their careers their name alone can practically guarantee hit records."
      --- Richard Branson

When you examine your favorite products and restaurants, what do you find as a reason for your loyalty? Your answer is their brand. Make notes of those qualities and see if you can apply the same to your business. You'll find that most of your satisfaction is based on being treated as royalty with respect, courtesy, honesty, and thankfulness. Apply all four and you will create a lasting brand.

    "Google actually relies on our users to help with our marketing. We have a very high percentage of our users who often tell others about our search engine."
      --- Sergey Brin

Once you've established a brand, you will create a following. People talk and tell others about your brand.

A nearby city to our office, Winter Park, is home to a smoke house that is out of this world. The place is called 4 Rivers and the barbeque there is to die for. For lunch, the line of people waiting to order begins about 10:15 in the morning and winds around the 10 X 10 foot area used for ordering. There is very little seating and it is outdoors (it is currently 96 degrees here). 4 Rivers does very little advertising. I was invited by someone who told me that I would never eat barbeque anywhere else. He was right. I've told about 20 other people since. The place has great food, great service, and a great brand.

Who is telling others about you?

    "Our success is a direct result of knowing how to market a brand and having the right people representing the brand."
      --- Greg Norman

Advertiser - Laminators Inc.

Make a lasting decision with Laminators’ sign panels.

Strong, durable, and ready-to-use, Laminators Incorporated’s sign panels are the industry standard for professional sign makers. Manufactured in a variety of colors, our finished surfaces are smooth and will not crack, chip, flake, or peel even under harsh weather conditions. To speak with us, call 877.OMEGA.77 or visit

For more info call 877.OMEGA.77 or click here.

Feature Articles

Avoiding Boat Wrapping Mistakes
By Jennifer LeClaire

Vinyl is expensive. So is your reputation. Learn how to avoid the boat wrapping mistakes that could hurt your pocket-and your good name.
Read the article...

KIOSKS: Self-Service is the New Customer Service
By Louis M. Brill

Kiosks are found throughout the retail and hospitality communities and in customer service roles like sales clerks, bank tellers, order takers, or concierges.
Read the article...

Looking for an article or trying to find an old one? Check out the article archive:
     View the archive now

Funny Signs

Billboard for Daisy Outdoor Products:

    "Daisy Air Rifles: Keeping Kids Off Your Lawn Since 1886!"

A billboard for Exxon:

    "Where are all the news crews when we're NOT spilling anything?"

Advertisement for lawn sprinkler system:

    "Dew It Yourself"

We know those funny signs are out there. Take a moment and send them in to us and we'll share them with the world. Send all hysterical observations to:

Product Showcases

Save 30-40% today on ink cost for your Roland and Mimaki solvent printers
Check out these great deals and other additional specials from JSI Sign Systems by clicking above.
Read on...

Wholesale ADA Signage for the trade only.
Whether you require Magnesium, Zinc, Photopolymer, or Raster Braille you can count on Advance Corporation for superior quality at an effective cost. Contact us for a free sample and feel the quality. Backed by more than 65 years of experience, the Braille-Tac™ Division of Advance Corporation is the acknowledged leader in the specialized field of ADA products on a wholesale basis. We offer competitive prices, quality, and a quick production time.
Read on...

Wholesale Only Awnings from AI Innovations
AI Innovations is the only source you need for Wholesale only Manufactured Awnings. AI Innovations is dedicated to helping you reduce overhead and increase your profits while growing your business. Manufacturing is based on intelligent design, custom fabrication, and advanced technology to achieve the highest level of service and quality in the industry. AI delivers on their trucks from multiple manufacturing facilities nationwide.
Read on...

Big Squeegee Vinyl Aplication Tools
Apply all types of pressure sensitive vinyl up to 54'' wide without bubbles or wrinkles.
Read on...

Advertise a product showcase monthly for $100 or an entire year for just $1000. Get with the program and see what you've been missing!
Call or email for more details: 888-350-3357 ext. 201 or

Sign Industry News

Sign Industry Press Releases
What the heck is happening in our industry? Find out here...
Go Now --->

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The Advertisers That Make Possible

Visit our friends and advertisiers that support this publication:

  3M Commercial Graphics:
  Advance Corp, Braille-Tac™ Div.:
  CADlink Technology:
  Clarke Systems:
  Cyrious Software:
  Digital Art Solutions:
  Estimate Software:
  International Sign Association (ISA):
  Laminators Inc.:
  Saw Trax Mfg, Inc.:
  SignPro Systems:
  United States Sign Council (USSC):
  Woodland-Sign Letters/Metal Letters:

We want your feedback! Let us know what we can do to serve you better. Send us your comments to us at: or give us a call at 407-656-5892

- Wishing you much success,

  Sean Scott
  Managing Editor

If your company wishes to sponsor this newsletter, please contact Sean Scott at:
or call 888-350-3357 xt 201 to learn more about this and other great advertising opportunities within

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