The Online Magazine For The Sign Trade
e-NewsLetter Volume 6 Issue 7
Friday, April 1st, 2005

In this issue:


Branding Your Way to Success

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

Your sign shop should be known in your community for a specific product, service or a way of doing business-or all three! Your brand of business is what sets you apart from the competition and provides for you a loyal customer base.

This specific identity may be the cheapest real estate signs in town, the highest quality vehicle wraps, the best in billboard production or the fastest turn around in vinyl signs. Whatever it is, it should be the one thing that serves as your distinguishing trademark.

    Tell me what brand of whiskey that Grant drinks. I would like to send a barrel of it to my other generals.
      --- Abraham Lincoln

Once you have this known image or brand for your business, customers will know you by it and tell others. Your branding will serve as an inexpensive form of advertising. It will also give you a starting point for the foundation of your future goals, employee orientation, mission statement and so on. Having a positive recognizable brand allows you to build all other products and services around a grounded focal point that customers will trust.

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

As in all aspects of your business, communication is essential. Your entire team needs to be aware of the business image and also how to build as well as sell the branding.

    A market is never saturated with a good product, but it is very quickly saturated with a bad one.
      --- Henry Ford

Even if the product is not something you created, but are distributing, your representation and how you place that product brands you and your company. Creating an image of trustworthiness and honesty in representing a product brands your business as one with integrity and customers are always loyal to vendors they can trust.

    Don't bring your need to the marketplace, bring your skill. If you don't feel well, tell your doctor, but not the marketplace. If you need money, go to the bank, but not the marketplace.
      --- Jim Rohn

Customers know if you are selling to them or if you are trying to fulfill their needs. Let them know that your brand label was produced to provide for them solutions. Let them see that you are confident that the money will come if you help them with their needs or problems.

    Next to doing the right thing, the most important thing is to let people know you are doing the right thing.
      --- John D. Rockefeller

There is nothing wrong with tooting your horn if you've created a brand that people need to know about. Include your specialty in all of your advertising and shop literature. Talk it up with customers, employees and vendors. Let the world know of your brand and don't be ashamed to do it.

Remember, Coke is just fizzy, colored sugar water. There is nothing spectacular about the product. It is the marketing and branding that brings people to purchase it. Go out and market your brand!

Feature Articles

Digital Fabric Printing Offers Something No Sign Shop Can Afford To Ignore: Profitability
By Jennifer LeClaire

Have you explored the world of digital fabric printing? If not, then you could be missing out on one of the hottest trends in the sign industry today.
Read the article...

Winning Sales Tax Jeopardy: Preparing for a Sales Tax Audit
By Abe Golomb and Frank Beard

The inevitable has finally happened: your state has decided that you're the next lucky contestant for a sales tax audit.
Read the article...

Marketing Neon In The New Millennium
By Jennifer LeClaire

LED vendors have done a masterful job of marketing their technologies, but the neon industry is fighting fire with fire.
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

In a Japanese restaurant (over each of several fountains):

    "Yes, it is real water. Please do not touch"

A Sign On The Side Of The Highway Saying:

    "Used Cows For Sale"

Changeable Letter Sign In Front Of Church In Springhill, FL:

    "Smoking or Non Smoking"

Have you seen any funny signs lately? Why not share them with the world? Send your comments, suggestions, and hysterical observations to:

Product Showcases

Mutoh Knows Digital Printing...Inside & Out
The most complete product line in the large format printing industry. Driven by customer need, Mutoh has developed reliable, high quality printers and printing systems to satisfy customers' indoor and outdoor requirements, from the most demanding, high volume industrial applications to light duty on demand printing.
Read on...

Gemini Releases New Profile for Its GEM Brand Trimcap
Gemini has a new profile for its GEM Brand Trimcap. The new profile gives the trim easier flex and is more compatible to automated bending equipment. GEM Brand trim material is cellulose acetate butyrate, extruded around aluminum foil and is manufactured at Gemini's Minnesota location. All trim is shipped within 24 hours in 10’ lengths and 150’ rolls. The trim comes in 22 standard colors. Custom colors and lengths can be produced.
Read on...

MAXX-Brite™ Highly Reflective Channel Letter Coil from Amerimax Building Products
Channel letter coil with up to 30% more reflectivity. A brite new idea!
Read on...

The Versatile JW1000 Wide Format Printer from Graphtec
The JW1000 is one of the most versatile printers suitable for multiple markets and applications. In addition to its superb output image quality and industry-leading print speed for production of graphic arts, the JW1000 is compatible with vector data format commonly used in CAD, CAM and AEC engineering. The printer can produce photo-realistic posters, exhibit display/graphics, CAD/CAM drawings and full color banners at a maximum print speed of 322 sq. ft./hour draft mode and 129 sq. ft./hour in standard mode. Due to the high precision dot placement, the standard mode output quality is comparable to or exceeds the best output quality of many other high-resolution printers in the market.
Read on...

Must have clip-art for Sign Makers
Click above for these and other featured products from JSI Sign Systems.
Read on...

Oracal USA Introduces New Window Graphics Inkjet Media
Due to popular demand, Oracal USA has expanded their window graphics media selection with ORAJET® 3620 Transparent Window Graphics Inkjet Media.
Read on...

Advertise here for just $90 per month.
Call or email for more details: 888-350-3357 ext. 201 or

Sign Industry News

Sign Marketplace Press Releases
See what's new and what's happening in our industry all in one place.
Go Now --->

INDUSTRY ALERT- Street Graphics and the Law
By International Sign Association

Find the history and impact of Street Graphics and the Law and see its recent revised release in October will have an impact on your clients rights and your businesses future if we don't intervene.
Read the article...

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- Wishing you much success,

  Sean Scott
  Managing Editor

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