Smell you later!

Smell you later!

*sniiiiiifffffff* ah! that new car smell!!!

When you smell a new car, what runs through your head? What memories are flooded in your brain?

Did you know you can apply this same technique to your automotive brand?

It’s called Omni-sensory Branding.

Scent branding is big business and there are MANY companies that use this technique for their brand. Vegas Casinos are a big player in scent branding. Dental offices do it too.

Bakeries that smell like fresh bread all day?

Yup, they are pumping that wonderful smell in the entrance. What does that do for you? Makes you hungry right? Do you spend more than you usually do?

Scent Branding is a powerful tool that is underutilized in companies. Those that do execute scent branding with precision record increased revenues, better buying experiences and increased customer happiness to name a few.

So can you do the scent branding with your automotive brand? Hell yes!

Before you pick a smell you need to decide what mood you want your customers to be in the moment they interact with your brand. Do you want them to be excited? Calm? Happy? Sombre? Nervous? Angry?

After you decide the mood it’s time to talk scent. There are millions of varieties to choose from and each one can determine the mood of your customer when they smell it for the first time.

You can use an existing scent or create your own. There are pros and cons to each choice. Using an existing scent can trigger existing memories for customers whereas a new scent can create new memories. BUT if you want to create a new memory, there are many other factors that come into play. After a person smells your brand, what happens next? Are they greeted cheerfully? Do they have a great buying experience? Is every moment within that scent filling your customer with positive emotions?

Think of contrasting ways you can use scent in your company. For instance, we al know what tire shops typically smell like. Now, what if you entered a tire shop that smelled like bubble gum? Wouldn’t that be a complete positive mindf*&k for that customer? What kind of impression do you think that would leave on them? Do you think they would remember you months from now?

But Dennis, my business is strictly online. I don’t have any customers coming to me!

No problem. The moment they open your shipment can you bombard them with a personalized scent? How about keepsakes that are scent-based? Air fresheners perhaps?

You can capitalize on scent branding with some out-of-the-box thinking.

It’s important to tell you that this small element to enhance your brand can have compounding effects on your customer’s overall experience. In very positive ways. You can influence their feelings about your brand by simply adding a signature scent to your business.

If you are interested in adding scent to your company, I have a company I can direct you to. They build systems that fully integrate into your HVAC system to simple tabletop versions for smaller spaces. Just reply to this email with “Send me info please” and I will give you their contact information.

Smell you later!

Your automotive brand is not a shitbox!

Your automotive brand is not a shitbox!

Do you treat your brand like a shitbox?

Giving it some oil, filling it with gas and using it simply to get you from Point A to Point B?

Do you say to yourself:

Give it just enough attention to keep it running!
If it ain’t broke don’t fix it!!!
I don’t have time to ‘brand’.
Branding is a bunch of bullshit!
No one pays attention to this stuff anyways.

Then ask yourself:

Are you attracting and retaining the right people?
Do people know how passionate you are about your business?
Are you clearly telling everyone what makes you better than everyone else?
Do they know why they should buy from you?

If you said “No”,
Chances are you are treating your brand like a Shitbox.

Your automotive brand is not a shitbox.

Your brand is a one-of-kind luxury car. Bespoke and Model 1 of 1.
It needs constant attention and continued maintenance.

When you treat your brand as Model 1 of 1
People become aware of your brand.
They begin to appreciate and trust your brand.
Then they start engaging and buying from your brand.

If you treat your brand like a shitbox.
Everyone else will treat your brand like a shitbox.
Everyone from your leads, prospects, clients and employees.

You take pride in your work.
Why not take pride in your brand?

Build Your Own Sandbox – A Manifesto Inspiring You To Build A Better Automotive Brand

Build Your Own Sandbox – A Manifesto Inspiring You To Build A Better Automotive Brand

This manifesto was written to inspire you to do better. Inspire you to believe in yourself, your organization, your people and your customers.

Build Your Own Sandbox

I’m tired.

I’m tired of complacency, laziness and status quo.

Do you feel the same way?

Don’t have time to read it all right now?

Download your free PDF copy of this manifesto. Submit your email info and get it instantly.

This is branding as we know it today.

You see them everywhere – Companies and organizations that come on the scene and as quickly as they came in, they are gone in a flash. Each one that you pass by, looks, sounds and feels like their competitors. There is nothing compelling about them. So it’s no wonder why they only have short life spans.

Nonetheless, I would ask myself why was it they failed to make it? Why did they fail to become legacy companies? I would analyze the owners, the staff and their branding looking for answers. The conclusion I came to was that they were in it for the wrong reasons.

It’s easier to copy a brand than build your own.

It’s no secret that when someone sees a company killing it – by increasing their revenue, staff and footprint on the world – others perk up their ears, sniff the air and start tracking down where all the noise is coming from.

When this person arrives at the source of the commotion, they see growth, opportunity and revenue potential, which is commendable. But all they see is the outside of that company and in all honesty, it looks pretty easy from that point of view. So what do they do? They copy that successful business in hopes that they can capitalize on their success. They copy their look, their messaging, their unique selling propositions…basically they sit their ass down in that company’s sandbox and begin playing with their toys.

That company that built that sandbox may look up a few times to see who has joined them but their attention quickly goes back down to what they were doing. This is the first sign of trouble to come.

Soon there is more competition plopping their asses down in that sandbox. When that pioneering company looks up once again, what they see surprises them. Their sandbox, the one they built, is full of others who look, sound and feel the same way they do.

Now, this pioneer is panicking.

What’s worse, is the incestual copying of brands you see in today’s industries. It’s gross really.

As he looks around he is wondering what the hell he needs to do to get rid of these invaders. Anger sets in. Confusion is next. Instead of looking for ways to separate his company from the invaders, he begins watching what everyone else is doing and he begins copying the invaders. What happens next is incestual. A sandbox filled with chromosome-deficient-mutants who are all sputtering the same messages in slightly different ways.

That pioneer began the right way by building their own sandbox but he didn’t do enough to make his sandbox impenetrable to copycats and lazy self-serving business owners looking to make a quick buck.

You have permission to build your brand YOUR way.

This manifesto is not a rant although that can be argued. It is a plea to business owners, leaders and people of power to stop doing what everyone else is doing. This is your permission to do things Your Way. A Way built on cause, purpose and mission-driven intent that is unique to you and no one else! I am giving you the ‘go-ahead’ to build your own sandbox so far away from everyone else that the moment some asshole gets a sniff of your success, they will see the long journey ahead of them to get to your sandbox that they will give up before they even get started.

What about those companies who have good intentions but fail as well?

I can tell you why they failed.

They didn’t believe in themselves and their brand. When things got tough, which happens with ANY business from time to time, instead of defaulting back to their purpose, cause, mission, and values, they opted to leave their newly built sandbox and go play with their peers in the crowded sandbox over there in the corner.

The rest is history.

Who told you that branding has to be done in a specific way?

I want you to understand that NOWHERE does it say that you have to follow everyone else just because that’s what everyone else is doing in your industry.

I mean really! Who told you you had to do it that way? Who told you that your brand has to sound like everyone else? Who said you must stay in the same sandbox as your competitors?

I will tell you who. NO ONE!

There is way too much competition out there and as our world grows more connected, many more countries will come knocking at your customer’s doors looking for their share of that person’s wallet. The companies that don’t get it will default to competing on bottom feeder tactics like price, boasting how good they are, selling out to get 5 minutes of fame, discounts, creating controversy on purpose, click-baiting, etc. These are businesses that forgo customer service in the name of making money. Brand experience, purpose-driven philosophy, cause, and values are things that they scoff at. The mere thought of this is a complete waste of time in their opinion. And they will be the first person to tell you so.

Those who think and look at the big picture will know better. They understand that success is predicated on longevity. They will ask themselves “How do I stay relevant for the next 20 years or more?”

They will discover that the answer is: Build Your Own Sandbox.

Do you want to build your own sandbox?

If you are thinking to yourself “I want to build my own sandbox.” I encourage you to keep reading because I am going to show you how to do it.

Building your sandbox takes time. Patience, vision, and belief are also required. You have to be in this for the long term for it to create success.

If you lack patience and are looking for a silver bullet to make your company millions in a matter of months, you have come to the wrong place. There are lots of instafakes on social media that can give you ‘secrets to their successes’ in exchange for a couple of hundred bucks. I suggest you seek them out but beware. It’s all bullshit. You’re welcome.

Those of you who are in it to win it the right way. Let’s begin.

The world needs and desires business owners like you.

One of our most primal instincts is to be part of communities. Communities that share the same values and causes they do. When people find a community that fits their own values and beliefs, they stay there for the long term.

Your company is going to build a brand that creates community – internally and externally.

Not only will customers stick with you, but they will also promote you and advocate for you. Don’t forget this also applies to your employees. You are going to create community, culture and life long fans.

To build your own sandbox requires the right tools.

These tools can be found anywhere. Using them properly is where most business owners give up.

The tools you will need to create your own sandbox are:

  • Your Purpose
  • Your Values
  • Your Mission
  • Your Cause
  • Continuous Learning
  • Evolution
  • Creativity
  • Belief
  • No Fear

Don’t have time to read it all right now?

Download your free PDF copy of this manifesto. Submit your email info and get it instantly.

Your Values

It’s unfortunate that in today’s world personal values are being ignored. If society took a deep breath and looked intently at their personal values before they commented on social media, the world would be a better place.

Your Values are one of the cornerstone tools to start building your sandbox. Without a set of values, you cannot move forward. Your values will act as your guidance system when it comes to customer service, hiring, firing, collaborating, aligning with other companies and decision-making principles.

What are your unwavering values as a person?

Your values are the things that you believe are important in the way you live and work. They determine your priorities and measures you use in decision making. They are the principles or standards of behavior you use to gauge judgment of what is important in your life.

You can see our Values HERE

Understanding your personal values are necessary for creating the next pieces of your sandbox. So it’s important that you take the time to polish these and if you have to, revise them as needed.

Your Purpose

In 2009, Simon Sinek opened the eyes of the corporate world to the power of Purpose. Back in its infancy, Purpose was ignored. It wasn’t taken seriously by anyone but the few who watched his Ted Talk. I took it seriously the moment I saw his Ted Talk go viral in 2013. So much so I went on a journey to discover my own Purpose.

The moment I discovered it, crafted it into a sentence and began implementing it with intent and belief, my world changed. My business changed. The way I marketed my company changed. Purpose gave me clarity and direction. It has been my beacon since 2013.

Our purpose is: “To inspire others so that they can create continued success”

To create your own sandbox you will need to discover your Purpose. Understand that this statement needs to come straight from the owner of the company. Their personal purpose is the foundation for creating a purpose for their company. Because like any organization with leadership, everything flows downhill. It starts with the leader and filters through the rest of the company and brand.

But beware there are many companies that claim they are purpose-driven but when you pull back the curtain, that Purpose statement they created is nothing but a marketing ploy. Your Purpose has to be felt in your heart and soul. It has to mean something to you and your brand. It has to be authentic for it to be effective.

Learning your Purpose takes time and can be done through Simon Sinek’s website and by reading his book Start With Why. You can also watch his 2009 Ted Talk HERE

When you have your Purpose created, you can move on to create your Cause.

Your Cause

A Cause is also your vision. It’s hard not to be a fanboy of someone but when a person comes to popularity because they are a deep thinker with incredible insights, it’s hard not to promote them.

Simon Sinek talked about Cause extensively in his book The Infinite Game. His argument encouraging organizations to create a Cause is compelling. SO much so, it really got me thinking about vision statements differently. Because let’s be honest, all of this stuff seems like a complete waste of time and nothing but fluff that is simply there to appease HR.

After reading his book I looked at vision statements differently. I now see the impact they can have on a company when created properly. So naturally, I created one for my company.

Our cause is: “To create a world led by purpose-driven brands, organizations, and governments.”

Here is a brief explanation of a Cause so you can understand the difference. I also encourage you to read The Infinite Game.

A cause embodies the principles and values of an organization’s leaders and employees. The objective of a Cause is not to win. It’s all about the infinite game and legacy you desire to create. A Cause is specific and gives a sense of where the company’s going that empowers every person to use their judgment to do the right thing, for now, and for the future. It gives your people a reason to build your company without you. Continuing a legacy when you are long gone.

Creating a Cause takes time.

Your Cause is not about becoming the biggest, the best or number one company that sells the most widgets. It’s not about reaching a certain revenue goal either. It is about pursuing something that is infinite and will probably be unattainable. Where most companies go wrong in creating a vision statement is they look at it as a goal. It is not a goal, is it a vision of the future, a Cause to believe in and pursue relentlessly. It is something so noble that others are willing to devote their lives and careers toward advancing it. When their careers are over, the Cause can live on and serve to inspire further progress of the company or organization. Kinda like handing over the baton knowing that what is being created stays on the same track, no matter who is piloting.

A Cause is informed by your Purpose. It describes a vision of the world that is so inspiring and compelling that people are willing to sacrifice to see that vision advanced.

There are five criteria to articulate your Cause.

It must be:

  1. For Something
  2. Inclusive
  3. Service-Oriented
  4. Resilient
  5. Idealistic.

For Something
It serves as a positive and specific vision of the future. While being against something may be effective in rallying people, it doesn’t inspire and it won’t last. A Cause is what you stand for rather than what you stand against.

Inclusive
It is open to all those who wish to contribute. A Cause attracts people from diverse skill sets. A great Cause inspires all to make their worthwhile contributions and feel valued for it.

Service-Oriented
The primary benefit of the cause has to go to those other than you. For example, if you go to your boss for career advice, the expectation is that the advice you receive will benefit your career. If your boss gives you advice that benefits their own career, they are not service-oriented. This extends to organizations, leaders and companies. The products and services business creates must be designed to primarily benefit its customers, not the company. If you are a leader, your leadership has to benefit the people you lead.

Resilient
A great Cause must be able to endure political, technological and cultural changes. So, if you define your Cause based upon a particular technology or a specific product and there is a market change, your Cause will not last long.

Idealistic
Your Cause has to be big, bold and ultimately unachievable. This is how you create a Cause.

Once your Cause is complete you are ready to use the next tool to create your own sandbox. Your Mission.

Don’t have time to read it all right now?

Download your free PDF copy of this manifesto. Submit your email info and get it instantly.

Your Mission

It’s laughable to think of how many companies out there that create mission statements lacking any authenticity. When you read one you will know if it’s legit or not because as you dig deeper into that company you want to buy from or work with, many moments of confusion will creep in. From customer service issues to employee retention problems to social media posts and brand experience, those who actually embody their Mission, all of the issues I just mentioned will be negligible.

To create a mission statement, you need to define what you want to accomplish as a company. It’s a self serving goal that can ignite motivation in yourself and your staff. It embodies your values and correlates with your purpose. It can be short term, everlasting or simply a call to arms for internal purposes.

Again this is a statement that has to mean something to everyone in your company. It is not to be created simply to look good. It has to embody the spirit of your organization.

Our mission is: “To build long-term strategic partnerships with every client we help.”

Now your sandbox is beginning to take shape. There are four more tools required before you can dust off your hands, wipe the sweat from your brow and gaze upon your creation.

Continuous Learning

Any great leader who is building their own sandbox knows that they have to be a sponge. They need to be continually focused on the big picture. To do that they need to be open to new ideas, thoughts, insights, and ideas. This only happens when you are genuinely humble and willing to be a continual learner.

As your company grows and your sandbox starts generating attention, people will be testing its security. They will be trying to get into your sandbox. A sure-fire method to keeping these greedy bastards outside of your sandbox is to keep learning.

Here are ways to keep learning:

  • Listen to your customers and employees. Read their reviews, engage in conversations and be intentional about it.
  • Listen to podcasts and read books about business owners and their methodologies
  • Keep up to date on consumer & market trends
  • Look for inspiration from other industries, sectors, and individuals who are not even relevant to your industry.
  • Collaborate with other companies who share the same values as you and are complimentary to your business. Visit their sandbox from time to time to see what they are up to, share ideas, take them back to your own sandbox and see if you can implement them in your business.

Continuous Learning keeps you relevant. It encourages evolution and creativity. Which are very important tools to the durability of your sandbox.

Evolution & Creativity

The world changes quickly and so do your employees and customers. Being adaptive, willing to evolve and being creative with your company will fortify your sandbox walls from any intruders.

As time progresses and as you continue to learn new techniques, ideas, methods and insights. You have to be willing to implement what you learned. Experimenting and becoming creative with your ideas to see if they’re beneficial to your company’s growth and added value. Through experimenting and being creative, you learn. Most will fail and that is a good thing. Failure is a learning experience.

I make it a habit to evaluate my business every year.

During this time I break apart my company, examine the pieces and evaluate what stays, what goes and what I can add. I constantly evolve my business.

Evolving your company keeps you relevant. It also keeps complacency away.

Belief

Mindset is everything when creating your sandbox. Many will stop by or intrude on your sandbox. Some will pose as friends when they truly are foes wanting to see you fail. They will give you agenda based advice that’s posed as friendly. It is important that you believe in yourself and the sandbox you are building. When your heart is in the right place, belief in what your building can get you through tough times. You will have moments where self doubt and limiting beliefs creep in. Stand strong and find your centre. Look back to your purpose and cause. Recite them and move forward. These statements will help you maintain belief in the sandbox you are building.

Your core values are also there to keep you centred. Lean on them. Make sure everyone in your company believes in them as well.

Your staff also need to believe in what you are building. Having that collective mindset of belief will make your sandbox a cultural powerhouse impenetrable to any intruder.

No Fear

Purpose, Cause and Belief will give you courage – courage to tackle any fear that comes your way. That voice that whispers in your ear can become deafening at times. Fear can disguise itself in the form of recessions, politics, pandemics, divorce, death, illness, weather, revenue loss or worse. YOu can and will persevere. You are building a sandbox to last a lifetime. Never forget it.

Closing

You have permission to do things Your Way.

You have permission to go build your own sandbox. A sandbox built with the tools to make your sandbox last a lifetime. Owning a business is hard enough. Does it have to be boring? Aren’t you entitled to have excitement in your life as you build your legacy?

No one told you that it has to be done a certain way or else you won’t get customers or employees.

Don’t believe me?

Ask Banks Performance how they did it. Ask Magnaflow how they’ve been doing it since 1981. Talk to Edelbrock and ask them how their sandbox has held together since 1938.

These brands and many more didn’t follow conventional tactics and industry norms. They didn’t plop themselves into their competitor’s sandbox. They went and built their own. They used the tools I outlined and created it into a fortified brand that will last another 100 years or more.

I hope this has inspired you to believe in yourself, your organization, your people and your customers.

Now go build your own sandbox.

Do you care about your clients and brand?

Do you feel like others don’t get the method to your madness? Do they look at your excessive nature of caring and going the extra mile as a waste of time and money? Do they have a chuckle at your expense?

Don’t stop doing what makes you great! Do more of it because this is what separates shitty brands from great ones.

If you have a desire to take your brand to a new level of success, let’s talk.

The do’s and don’ts of personal branding for racing athletes

The do’s and don’ts of personal branding for racing athletes

It’s stories like this that really piss me off.

I’m angry at Nike for being so shady. I’m angry at Kawhi for not doing his due diligence in protecting himself. In my mind, both parties are equally at fault. I just hope that Nike does the right thing and give Kawhi his logo rights back. You can read the story HERE. Let this be a lesson for any Racing Athlete because YES it can happen to you as well. So read on.

I am seeing more professional athletes creating personal brands today. This is great business and tons of smarts on the athlete’s part. There is so much money out there waiting to be made from your fans, you would be stupid not to create a personal brand for yourself!

BUT, I see many issues that can cause a shitload of problems. Racing Athletes need to be educated in personal branding before they even think about creating a personal brand.

Here are some really important dos and don’ts of personal branding for racing athletes:

  1. Do not think that creating a personal brand is as simple as having a logo and plastering it on everything you wear. If you want to create a strong personal brand you need to dig deeper. Why does your brand exist? What does it stand for? What is the story? What are your values? What are your omni-sensory touch points? Answering all of these details will help you in creating a brand that your fans will love forever and be willing to tattoo on themselves…just ask Kiss or the Wu-Tang Clan.
  2. Do have a logo created. But make sure it’s super strong and versatile. Yes, I know you have a buddy who can draw and is willing to make you a logo for some free swag. STOP! Before you hire anyone to design your logo, read my free eBook: The Definitive Step-By-Step No-Nonsense Approach to Getting the Logo You Deserve. This book will guide you through the whole process of logo design. If you want to create a powerful logo that is marketable and easy to reproduce on any merchandise, hire a professional. I see far too many terrible logo designs being sported by racing athletes and all I think is “what a wasted opportunity.” Your logo design has to be spot on and unique. My book outlines the anatomy of a logo. You will benefit from the content in this book.
  3. Do make sure your logo designer gives you complete rights and ownership of the logo once it’s completed. Under no circumstance should your designer ever hold the rights to your logo design. Read the contract and make sure there are no clauses in it that screw you over.
  4. Do make sure you have documentation of your logo’s creation date and trademark it as soon as possible. Copy cats and douchebags will be lurking. Protect your rights by having proof of ownership. You don’t want to become another Kawhi.
  5. Do not EVER sell the rights of your logo to anyone! You hold on to that logo until you are dead! You never know what will happen in the years to come. branding is organic and as you age, the brand will age.
  6. Do have a website created with strong SEO. The moment you sport your logo for the first time in pressers or live TV your fans are going to google it. Give them a place to go to learn more about your personal brand and how to buy your merchandise. Again, you need to be the owner of your web address and website.
  7. Do not align your personal brand with companies that do not share your values. There is nothing worse than seeing an athlete co-produce a product with a company that ends up being an asshole to their customers. Now you’ve damaged your brand and the fall out can be intense. Do you due-diligence.
  8. Do make sure that all designed merchandise matches the quality of your brand and compliments your logo. Remember you have to make this stuff sellable. If you don’t take your time, you end up with a shitload of inventory that makes its way into discount retailers.
  9. Do not be lazy with your marketing efforts. Create a plan and stick to it. If you want to learn the basics of marketing, I wrote another eBook called : Marketing Truths for Business Owners. Download it and read it. 
  10. Do be ready for the onslaught of sales. If you are an athlete that is making waves in your sport, your fans are going to support you by rocking your gear and buying your products. Be ready for it.

These are the basics to personal branding for racing athletes. Following these will keep you safe from harm and ensuring you are making the most revenue possible.

Some parting advice.

If your endorsement company is creating a logo for you, try your hardest to get the exclusive rights to it. If that doesn’t work, go get it done on your own. This ensures that the logo is yours for life. When it comes to merchandise, if you have the money, follow Supreme’s sales model. Make everything limited edition. People love limited runs of merchandise.

If you have any questions about personal branding for racing athletes, contact me. Otherwise, share this with racing athletes you know and help them protect themselves.

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The importance of branding properly.

The importance of branding properly.

When it comes to weight loss, most people dive right in headfirst. They buy fancy shoes, wristwatches, wireless headphones, workout gear and the membership. Then they say “Tomorrow it starts”.

The next day they wake up energized and ready to kick ass.

They hit the gym, work up a sweat and feel great about their progress.

A couple of weeks go by and the interest begins to wane.

A month later, all that fancy gear begins to collect dust.

What’s the problem with this?

I see the same thing happen with business owners when it comes to marketing.

They will come out swinging for the first week or so and eventually the interest slowly fades away.

How does this happen time and again?

Like the weight loss person, they dove in headfirst – without a plan.

A marketing approach like this causes business owners to lose money, sleep and desire to do any future marketing. When someone asks them about marketing they will scoff at the thought and give their pessimistic view of the whole industry and process. Saying, “It doesn’t work for me.”

It’s a painful story.

But there is a solution.

Since 2010, I saw a need to change this stupid cycle that seems to repeat itself way too often.

I took a hard look at business owners and their pain and suffering. I began seeing deficiencies with their brand that could be fixed once and never have to be touched again.

As I began researching and examining small and medium businesses (SMBs), I turned around and stared at Fortune 500 companies. I noticed that all of them had a brand….obviously. As I dove deeper I saw how their branding was so cohesive no matter the marketing channel. But it goes much deeper than that.

What I saw within their brand was a brand book. A written document that details who they are, what they do and why they do it were outlined for everyone to see.

I thought to myself, “Why the hell doesn’t every business have this?” The only logical assumption I could come up with is that SMBs probably think it’s way too expensive to have one developed.

Well, it’s not expensive and all SMBs need to have a Brand Bible.

But before we go further you need to understand something important about your customers.

Today’s consumer is bombarded with many choices. The marketing channels they frequent are nothing more than a bullhorn with thousands of blowhards pushing one another aside to get their piece in. It’s savagery.

How do smart SMBs fight for eyes and ears in such a crowded marketplace?

The simple explanation is they create their brand the right way. Getting a Brand Bible developed for their company.

Before having a Brand Bible they would have to repeat themselves time and again to every new marketing contractor they hired. Each time they discussed their brand with these people, their story is adding and deleting information. They were changing the way contractors viewed their brand ever so slightly. With each tiny change, their brand became inconsistent and confusing.

Now with a Brand Bible in hand, everyone is on the same page, including the business owner.

It’s safe to say you may already know who you are, what you do and why you do it. Question is, do you have it written down for everyone in your company to see and read? Do your marketing contractors have a copy?

You are doing yourself and those you hire (employees and contractors) a disservice by not having this book available for them to examine and familiarize themselves with your brand.

If you have 5 or 10-year goals, this book will be super important to the growth of your company.

You might be thinking right now, “It’s JUST a book, isn’t it?!”

No, it’s more than that.

A Brand Bible is more than an outline of who you are, what you do, and why you do it. It’s your accountability partner. It keeps you laser-focused and consistent when you begin to market your brand.

You now can attract the right employees and customers with confidence. Onboarding both segments becomes easy, consistent and laser-focused.

You are no longer shooting from the hip or asking others for input on who you are, what you do, and why you do it. You take over the driver’s seat and can now keep everyone else on the same path. Ensuring your customers and employees are always getting the same, impactful messages no matter what medium you choose to deliver those messages.

Marketing becomes easier with a Brand Bible and marketing contractors will love you.

In the past, you would be at the mercy of your marketing contractor. Hoping they do a fantastic job at explaining who you are, what you do, and why you do it. Look, they ARE trying to do the best job they can for you but if you supply them with limited information, they won’t be able to give you kick-ass results.

A Brand Bible helps them deliver amazing results.

If you value your business and have a vision for its future, a Brand Bible will help you get there. After it’s completed, it’s now a living and breathing document that can be referenced at any given time.

I’m loving what SEMA is doing

I’m loving what SEMA is doing

When I first started my company 9 years ago, I was never into data. My marketing efforts were archaic. Throwing s*&t at a wall and seeing what sticks. It was a terrible way of approaching marketing. But I am sure many other automotive business owners are doing the same thing today.

You hear about Johnny across the city using social media and getting hefty returns, so you naturally hop on the wagon and give it the ole college try. Only to find out after months of frustration and wasted time, nothing happened. It’s terrible.

I’ve been a member of SEMA for a while now and I absolutely love what SEMA does for the automotive industry. From the SEMA Show to advocacy to research, the wonderful people at SEMA.org do a fantastic job.

As an automotive business owner, you can benefit from the research from SEMA. They have a library of consumer and industry data at your finger tips! Data that can help you understand your consumer so you are not putting together an apathetic marketing plan. SEMA has some amazing data that will help you put together a plan properly. So you can truly connect with your customer.

I’ve been reading their data for some time now and I am blown away by what they have compiled. Anyone looking for this type of data on their own would be paying tens-of-thousands of dollars to access it! But because you are a SEMA member, you get it for FREE! Crazy!!!

So when SEMA came out with their 2018 Market Report I was amazed at what was shared.

DID YOU KNOW…
In-store buying experience continues to be the place for consumers. Two-thirds of dollars spent are done in brick n mortar locations! That’s 62% of consumer purchases being made at physical locations while 38% were online sales!

Some may scoff at this but understand that in-store buying experience is still the preferred method of doing business.

ALSO…
Only 7% of consumers use race track/team sponsors for parts info.

Sponsorship is an important part of brand awareness and often under-utilized. If 93% of consumers are not trusting teams as a way to by aftermarket parts, what does this mean for sponsors? Can they find a way to change this stat? Do race teams need to do a better job at promoting sponsors? I’m really intrigued!

Look, there is a ton more info in their report, I suggest if you are a SEMA member, download it and read it. It will change the way you think about marketing and business operations.

If you are looking for branding insights, I have a doozey for you!

I created my own report that takes SEMA’s data one step further! Giving you hidden branding insights that can change the way you market your company.

Get your report, mailed to you for FREE. Simply fill out the form below!

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