Meet their Need to Build your Embroidery Business
Marketing is the equivalent of asking someone on a date.
Branding is the reason they say yes.
-Ren Jones-
Many embroidery and apparel decoration business owners operate under the impression that they are selling embroidery and apparel decoration. When in fact, we are often selling branding! Granted, there are plenty of orders where we are indeed adding pretty thread, inks, vinyl, etc to a product to make a gift, a one-of-a kind, a keepsake item. When you put a company name or logo on a product, however, you are now in the realm of branding.
When you shift your mindset from that of a producer, a person that makes stuff for customers, to that of an entrepreneur, a person that provides solutions for customers, all sorts of possibilities open up for you and your business.
For example -
- A new business opens up in town - yep, they probably need branded apparel and/or products for their staff, maybe even for their customers
- A business celebrates a milestone - yep, they probably need branded apparel and/or products for their staff, maybe even for their customers
- A local team wins the league championship - yep, they probably need branded apparel and/or products for their players, maybe even for their families
- A local restaurant opens a new location in the next town over - yep, they probably need branded apparel and/or products for their staff, maybe even for their customers
- A local business wins a bid for a massive contract - yep, they probably need branded apparel and/or products for their staff, maybe even for their customers
- A local builder plans a new development in your community - yep, they probably need branded apparel and/or products for their staff, maybe even for their customers
Would you rather have your air conditioner unit fixed by a technician wearing a shirt branded with the name of the HVAC company or by a technician wearing a shirt showcasing his favorite beer?
Read the local papers with the mindset of helping your community members with their branding needs. When the people in a company look well put together, it speaks to the quality of that company, its products, and its services. It builds customer confidence. It positions them well in comparison to their competitors. It makes it easier for their customers to say, "Yes, I want to do business with you!"
While we do create the things we sell by adding embroidery thread, ink, vinyl and other decorations, we are in the business of making our business customers look good. We are helping them build their brand. We are helping them be recognizable, be easily identified, be chosen. When they look good, they are more likely to succeed. And as they succeed, they will order more goods from us. d
