Building Better Business

LivinBusiness

Success 👍🏼

For businesses that have grown by more than 15% every year since its inception, you are good to go. If you want to expand your portfolio, appeal to the demands of shareholders or raise your next level of funding, call us. We can help.

Failure 👎🏼

It is embarrassing for business owners to own up to failing if and when they do. They have taken a HUGE RISK in starting a business in the first place. When things don’t go as planned, they may or may not ask for help. We are a fickled lot. If they can get past their embarrassment, own up to pitfalls and reach out for help, they can swim with the sharks.

When someone initially visualizes what their business look like, the picture they’ve painted for their business is only AN IDEAL. If and when REALITY hits, it can become uncomfortable if the money doesn’t come in as planned.

Plan to have The Process.

BinkNyc Culture Process

The Process used to market business 

 

Since 1994…

We have painstakingly developed The Process and The Formula over 2 decades. It works 90% of the time. The advice we give should be followed rigidly before applying a more flexible approach. It’s easier than it seems. It’s more creative too.

Is The Process and The Formula flexible? Yes, but not too much. Maybe just a little bit. This is a layout of what optimal businesses have figured out and apply to their businesses.

 

binknyc culture process (detail)

BinkNyc Culture Formula (in detail)

Two benefits of The Formula

• All the work we do is 100% Tax Deductible.
• We Generate our own paycheck.

We execute The Process for your business And we are good at it because it is what we love to do.

 

Here are a few samples. Go to the case studies by clicking the caption under the image.

1.

2.

Sweet Janes Interior (2)

Sweet Janes: 200-300 increase per year

 

3.

Queens Meat front

$87,800 for Queens Meat in 6 Weeks.

 

 

Depth Deficit

 

A smart business description on what a brand is and, what a brand is NOT.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity

 

 

Sometimes we all need a little magic to our businesses to break through the glass ceiling.

BinkNyc Culture, Breuk Iversen

🤒 : Call: Breuk
🤖 : (718) 578-6613
👹 : E-MAil: BinkNyc@gmail.com
😍 : BinkNyc.com

AntiMarketing: $90K in 90 Days

SUMMARY

Client: Every Thing Goes
Business Type: Three Thrift Stores (furniture, clothing, book café)
Location: St. George/Tompkinsville, Staten Island, NY
Assignment: Increase Retail Business
Budget: $2,500. per month

https://binknyc.com/the-rest-is-history/

The Process (by design)

 

Arrived March 19, 2018 on Staten Island, and we (BinkNyc Team) were asked to consult for the three Thrift Store businesses. We accepted the assignment.

I took the remaining days of the month in March to do research on the stores, the local area (micro-market) and on a larger scale; NYC, New York State, the US (macro-economic) regarding the retail industry, locally and nationally. The focus was on the three Thrift Stores, which we started immediately because, hemorrhaging $65K the first three months of the year in the 1st Quarter (1Q) is an emergency situation.

We set up two Phases:
Phase 1: we nicknamed: “STOP THE HEMORRHAGING
Phase 2: was called: “SUPERCHARGE THE BUSINESSES.”

During April (2018) I began feeding incoming market data to the managers who work(ed) at the stores. They listened and made immediate adjustments necessary. These adjustments worked in turning the businesses from, Stop The Hemorrhaging, to profiting again in a month. Yet it was too early for Phase 2.

This Phase 1 effort was measured in the stores profit and loss (see 2nd Quarter in their spreadsheet below):

 

Everything Goes 2018

Here are the numbers according to their quarterly report.

 

Reading the charts above and MEASURING
the BinkNyc campaign’s performance.
The conclusion is inescapable:

1Q minus -$65K

2Q plus +$31K

[ 3Q will be addressed below ]

The three businesses were on a steep losing streak before. Apparently, the 3rd and 4th Quarter of 2017 (not indicated in the spreadsheet above) were just as bad.  We only received the 1Q 2018 loss. We fixed this $$$ leak ASAP. For this case study, we are only including the 2018 figures.

NOTE: Any pluses, gains or increases in income are attributed to our marketing effort and how the new campaign impacted the stores. Our technology and thorough market research and insight restored the 3 stores in just 90 days.

1Q : minus -$65K
(so, we add in the $65K which we saved them by Stopping The Hemorrhaging reflected in the 2Q numbers)
2Q : ADD the +$31K to NOT LOSING -$65K as was the case in the 1Q 

$31K + 65K = $96K.
Let’s also subtract the $6,000 cost for our fees (@$2,000 per month for 3 months).
We arrive at +$90,000 for the stores.

That’s the $90,000 Increase in 90 Days.

🤖 : RESEARCH : : MARKET STRATEGY : : MARKETING PLAN

 

HOW WE DID IT:

Call Binknyc, Breuk Iversen

  1. We follow a process called: The Process.
  2. The Research guided insight (ETG Research, Market Strategy and Marketing Plan).
  3. During April 2018, I strongly recommended the managers shift their perception regarding their customers: “Treat them like humans and NOT like numbers.
  4. Aesthetics: The stores needed to be cleaned up. The merchandise needed to be dusted, kept clean and displayed better for retail. The outdoors signs items in the stores and smell was off-putting and unappealing.
  5. And then, I ran their Instagram accounts as a sole method of public engagement and advertising to test market.
  6. We added monthly sales (with the exception of May 2018). May 2018 was the only month they declined doing a 50% off sale and the impact shows.
Everything Goes 2018

Here are the numbers according to their quarterly report.

 

Instagram Charts and insights will be added here: (coming soon). 

Bad ads, good ads, BinkNyc, Breuk Iversen

Bad advertising, good advertising.

 

Here are some of the ads we did for the stores:

This slideshow requires JavaScript.

 

I stayed around not having the assurance nor the confidence that the ETG Stores will consistently keep up with the new campaign, factual data, the new design standards, new ads, the professional recommendations through consultation, and follow the facts and figures found in the research. The research, when followed verbatim, guides a clear path to a solid and sound thought process for marketing.

This 3Q problem coupled twofold:
1. Not only are the managers NOT marketers,
2. The managers are also not business people
(from either a corporate or educational perspective).

As supected, the managers did resort back to their old approach—a comfort zone. This meant marketing the stores with logical, informational ad campaigns. Using antiquated marketing tactics, tips and tricks, and producing flyers and posters rather than using Instagram more frequently and effectively. The resorted to the same tactics that hadn’t worked before we arrived.

The -$26K loss in the 3Q certainly strongly suggests this fact.
Everything Goes 2018

3Q losses. 

 

 

 

 

 

The Process

Research: Study revealed: Amazon is killing retail. The St. George area is changing.
Planning: Lower the prices on the used and donated items. They were WAY TOO HIGH.
Creation: Create Word-of-Mouth and partnering with other Staten Island businesses through an IG campaign for the Spring of 2018.
Application: Keep Creative to the lowest cost possible. Thrift stores are cheap so cheap looking ads are advantageous. Used Instagram for advertising instead of traditional ads.
Measure: Return to the client at the end of the 3rd Quarter to see how everything is developing.

The numbers never lie. 

This entry is to be continued….

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Research:

Our research study showed that while Amazon has made epic leaps in 2018, the retail industry in NY is either dead or dying… 

HOW AntiMarketing works

ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out among the competition. The methods we use are a radical approach that shows measurable increases to any business when the right techniques are applied.

Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage without changing too much of the day to day business operations. Small business owners are fiercely independent so we handle this, with all due respect.

phoneringing

Thank you. Have a nice day.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

 

BinkNyc Culture, Breuk Iversen

🤒 : Call
🤖 : (718) 578-6613
👹 : E-MAil
😍 : BinkNyc@gmail.com

AntiMarketing: $87,800+ in 6 weeks

 

Client: Queens Meat
Location: 23-62 Steinway Street, Astoria, NY 11105
Assignment: Increase Retail Business (wholesale business is fine)
Budget: $1,500.

https://binknyc.com/the-rest-is-history/

Our designed process

Research: Checked prices and business offerings @ 8 other butchers in Astoria.
Planning: Identified clear (but challenging) differentiating factor to Queens Meat.
Creation: Create Word-of-Mouth campaign for Father’s Day & 4th of July.
Application: Keep Creative to the lowest cost possible ($149.).
Measure: Return to client to see how the campaign did. The numbers don’t lie. We created a 13% increase. 

 

Queens Meat Numbers

How We Did It

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Research:

Our research showed that Queens Meat is perceived as one of the most unappealing butchers in Queens. While they are clean, overtly functional and offer a great product and an inexpensive price, their store is like a mini-industrial factory (not inviting to the public). They are also located on a very industrial/commercial block, at a bus stop, just off Astoria Blvd. (287 highway) with little opportunity for customer parking without getting ticketed.

They are also located right next door to a bread manufacturer. In other words, this strip is not inviting to walk-in and the newer residents moving in.

BinkNyc, Queens Meat, Steinway Street

BinkNyc, Queens Meat, Steinway Street

 

The research took a week. We walked into 8 local butchers, checked all the competition’s online reviews and what people are saying on their Social Media. We did a brief competitive analysis of their Top 4 competitors to review:

QM Competitive Analysis

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Planning:

The plan was simple: make more money in retail

The prices are lower and competitive with the other butchers around Astoria. We identified a clear differentiating feature to Queens Meat—their place: It’s UGLY.

 

And I told them that directly.

 

The owners are a pair of business men, one Greek and the other Albanian. They could handle the truth: that their store looks more like a factory than a nice retail shoppe.

The staff can be rude at times depending on how busy they are. They’ve been there for 30 years. Everyone gets a little tired of any job after 30 years.

 

BinkNyc Culture, Breuk Iversen

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Creation: 

We were hired to create a Word-of-Mouth campaign for Father’s Day & 4th of July. This creative execution required a radical move, something outside of the norm. We took THE UGLY industrial look the store had and used it as an asset to benefit our client.

We arose to the challenge.

Specialisms

Full services we provide.

 

They listened openly to the opinion that was shared with them, honestly and openly,  without being offended. We preferred to tell them the HONEST and BRUTAL truth rather than lie and sugar coat the problems we found with their aesthetic.

Aesthetics are a problem that CAN BE fixed. A full-on renovations would have costed them upwards of $40,000 but they weren’t interested in that kind of renovation. They allowed us to get to work for them at the price we initially agreed on. The other solution was to have them open on a more business friendly street.

_______________________________________________________

This was their previous sandwich board. The way they displayed the meat’s condiments on the counter is brash and has a no nonsense, take it or leave it, approach:

 

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Application: 

To apply AntiMarketing techniques to a Word-of-Mouth campaign for Father’s Day & 4th of July. The application of the creative called for a brash, bold move. We took THE UGLY and used it as the main differentiating factor from the other butchers.

The campaign was divided into three parts:

  1. 1,000 Business Cards
  2. A new sandwich board outside
  3. Three new all-American flags.

1.

Business Cards (front):

Queens Meat front

Queens Meat: It’s Not Pretty. 

On the back we used these humorous headlines, A different one on each card.

Here are all of them:

Queens Meat for Pirates

We printed 1,000 business cards on an 11″ x 17″ (Tabloid) sheet adding these different headlines on the back. We then printed and cut them and placed them in doorways and left them on the windshields of local cars—1,000 of them.

Apparently and expectedly we got the attention and walk-ins we wanted on Father’s Day. The place filled up with people. In just six weeks, we generated a $87,800 increase in business.

The 4th of July was an even
better business day for them
and it was the first time in
30 years of business that
they were sold out of 25lb.
boxes of bacon, chopped
meat, and souvlaki.

 

Queens Meat Cards (back)

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2.

The NEW sandwich board outside read:

 

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3.

The all-American flags were hung on the awning and looked like this:

 

Queens Meat:

Queens Meat (flags)Queens Meat Flags

This campaign launched mid-June a week before Father’s Day. For the 4th of July, there was a line outside the store and some of the normal offerings were sold out by the early afternoon (as mentioned above).

By mid-July we went back for a follow up meeting. The campaign had generated 13% over their normal 15% annual growth, equaling $87,880. to be precise. This total percentage increase for the month of June was 28% when we compared their performance for the previous three years. This was according to their handwritten accounting ledger which they brought up from their office in the basement.

Queens Meat Numbers

They were happy and amazed that it actually worked and perplexed at the same time.

Measure

The fee we charged was only $1,500. It was a little test and not meant to be a big money making endeavor for us. The material expenses we needed was for a sandwich board, purchased second-hand from another client of ours for $20. We also bought a white magic marker for the lettering on the board: $8. The three flags were under $10 each, ordered from Amazon. and the most expensive material cost was for 1,000 business cards which was $90.

Total Expenses: $149.

 

See our next entry where we increase business growth 200-300%
BinkNyc, antimarketing, breuk < Click Here 

Sweet Janes logo (final)
🤖 : (718) 578-6613
😍 : BinkNyc@gmail.com

 

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HOW we do it:

ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out, proudly and boldly among the competition. The methods we use are this radical approach showing measurable increases to any business when the right techniques are applied to the right business. 

There’s no fooling customers. They know the truth. In fact, we all do.

Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage without changing the internal business operations. In this case it worked out really well.

phoneringing

We congratulated the men of Queens Meat 🥩 for having the audacity to run with the campaign we proposed. It was an approach which is outside the norm and certainly outside of many people’s comfort zones.

It’s not all that often we get smart, daring clients but when we do, they win. Then, we win by default.

But, the biggest winners of all is always the customer. The customers are the people that deliver the money into the business. They come first in our book. The campaign was designed for them. A little smile goes a long way.

Describing all the techniques we used to create this humorous and powerful AntiMarketing campaign here would require too much writing. The subtlety in the 3 applications applied here would also mean writing an entire book. We may include this case study in a book someday.

The campaign didn’t come out of thin air. We didn’t just guess it would work. We knew it would work. There’s only a few companies that do branding, design, communications and advertising like we do.

Allow us to help your business excel, if you want to make more money. Yes, we are going to suggest something you wouldn’t expect but, that’s one of the reasons clients hire us.

Maybe you can call us. You may be happy you did.

 

Thank you. Have a nice day.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

 

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com

Branding vs. Commodity

This PDF cover the basics and most important aspects of Branding. This is usually where most businesses get confused with the true definition of Branding and why branding has little to do with a logo*, packaging*, business cards*, brochures* or a website*. Those items* just listed have to do with Design elements which should proceed after a Brand-ID has been set.

Read the PDF attached below to see what you think.

Complimentary Download:
BRAND vs. COMMODITY

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

BRAND vs. COMMODITY

 

 

 

 

• Breuk Iversen • (718) 578-6613 • BinkNyc@gmail.com

 

 

 

 

 

AntiMarketing: Astoria, Queens

What Anti-Marketing is:

AntiMarketing is something entirely different and unbelievably effective. This effectiveness happens despite many preconceived beliefs, tips and tricks used by business owners. The main premise we work from is that decisions made by purchasing consumers are primarily: 90% emotional and 95% subconscious. Scary right? 
Bad ads, good ads, BinkNyc, Breuk Iversen

Bad advertising, good advertising.

     As as difficult as this is for most people to fully absorb, as a concept, it’s even harder for them to instill this into and execution vis-á-vis a business or marketing plan execution.
      They often resort to a familiar, safe and sorry approach and do what is most comfortable for them. They hope it will work rather than consider what FEELINGS they are leaving inside their customers’ hearts and minds.
Idealight

     Antimarketing works exceptionally well with millennials, achievers, experiencers, innovators, early adopters and early majority market segments. In the last 3 years we (@BinkNyc) have generated over $450,000 in combined income for less than ten Astoria, NY businesses.

We operate behind the scenes for our clients as we should. We’re not the big ⭐️ 🌟 ⭐️s. The clients we have are always front and center and ultimately the stars of the show.

 

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DEFINITION – There is some confusion on websites as to what Anti-marketing actually means by definition. They’ve mistaken the prefix Anti- to also mean Un-Marketing. This is clearly an error. In short order, by definition, the prefix Anti- means: opposed to marketing. The prefix Un- means the reversal or absence of effective marketing. Between the two, there is a huge difference.

.So, we are, by all means, opposedmarketing—big time.
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So, we (@binknyc) are, by all means, opposed to traditional marketing—big time. AntiMarketing works faster and far better than the old ways of branding, designing, communicating or advertising  things. It’s a new day and in this digital age some of the executions that used to work no longer work today.
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Most people don’t love marketing.
What they do love much more is buying.
No one needs to teach you how to shop
or buy. You already know what you want.
This idea is useful to the Antimarketer.

This “buyer” vs. “seller” approach is what is used in Antimarketing.

 

.Logo Design (Breuk Iversen)
Antimarketing trumps traditional marketing in so many ways. Call us and we’ll give you a list and rundown. One way it trumps is when we lean toward developing a Luxury Brand. Traditional marketing would tell you to find a comparable price point you think people will pay and just advertise bigger, better and more than the next guy. This old school marketing approach hardly ever works in today’s business ecology. If faced with a company that has a brand, they’ll lose, each and every time against a Luxury Brand., especially a luxe brand that has built AntiMarketing into its core identity.
       We know that Luxe Brands fair far better in today’s market than ever before. Besides the (Luxe Brand) having a higher price point the product or service does need to be backed up with REAL technological and functional advantages. With these two components, some great packaging (unboxing) and subconscious design, Luxe Brands are far easier to develop a marketing campaign for in addressing these behaviors. The trick is that their is an EMOTIONAL component that commodity-based opponents lack.
Why?
Using a strategic approach as we do at BinkNyc, we cut through the bullshit—get to the real deal—where the real value lives and breathes. And we are very particular as to which businesses we will work with today. No one has the time and money for any shenanigans.
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AntiMarketing hits the emotional component (buy me button) that pulls an audience (market segment) towards the brand. In other words, if you’re an asshole, be the biggest asshole out there. There’s a market that loves an asshole (maybe Trump supporters). They’ll come out and vote.
         If you’re the lovely and benevolent, be the best embodiment of these qualities you can be. Once you own these words in a consumer’s mind, the values and ideas draw people in. In many marketing segments, your ownship of these words become a brand. And… the best part is that they are already looking for you and want what you are selling! Yes, and they’ll pay extra for it.
     Being a living embodiment of common words makes for an amazing Anti-Marketing brand campaign. It’s NOT only highly effective on the audience but it presses that automatic “buy me” button in the human skull. People are loyal to brands, even new ones. Ideas, values, attitudes and lifestyles are sticky.
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But there’s a catch. There’s always a catch

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The “buy me” button doesn’t understand languageIt understands “feelings” and visual images. And 90% of business people (successful or not) have NO IDEA how to get into consumers  skulls with the one word that is branded effectively. 

Yep. This is exactly what we do.

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11211, AntiMarketing, Williamsburg | Brooklyn, BinkNyc

11211, AntiMarketing.Life, Williamsburg | Brooklyn, BinkNyc.com

 

Client work for Astoria, Queens:

Bus Shelter Advertisement 

 

Triboro PT Astoria, Queens
Queens Physical Therapy

… and their New Logo…

Triboro Physical Therapy

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New Interior and Exterior Design:

Qdyssey outside

“Q” outside

This slideshow requires JavaScript.

 

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Noisette Patisserie (Interior Design):

Before                                    After

binkNyc, Astoria, Steinway Street, Queens

Noisette [ Interior Design ]

 

 

BORO Magazine Media Kit: 

Breuk Iversen, binknyc, qns

Qns.com Media Kit (designed by B. Iversen)

 

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Logo for a New Media Company (Astoria): 

Fishbeef Final Logo

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Steinway Street Butcher: 

Queens Meat front

Business card for Queens Meat

 

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Most people distain marketing.
They are far better at buying.
We all are good at buying.
We know what we want.

This “buyer” vs. “seller” approach is what we use in Anti-Marketing.

 

Sweet Janes Ice Cream: 

 

 

BinkNyc Culture

Sweet Janes Brand Architecture

 

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Small Cafe on Steinway: 

cafe23-front

Cafe 23

cafe23-back

Cafe 23 Business Card

 

 

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Café Via Espresso (@ Instagram and Facebook post) 

IMG_6585

Ad for Cafe Via Espresso

BinkNyc, Instagram Results, Breuk

 

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Logo for Workers Compensation attorney 

Benisready.com

 

__________________________________________

Chop Chop Grub Shop on Ditmars:

 

 

Shameless Self-Promotion:

Breuk Iversen, BinkNyc, Fishbeef.com

11211 Magazine founder and publisher, Breuk Iversen is listed among one of the most prolific designers of all time.

 

Anti-marketing defies conventional marketing strategy of using positive only selling tactics. We successfully use AntiMarketing with headlines and phrasing that are blatantly sarcastic, surly, embraces an (on-brand) attitude, often utilizing reverse psychology. This, and other time-tested Neurochemical brain techniques. 86 techniques  to be exact.

This is how and why we can promise to triple a client’s business (by 300%). There’s a way to attract customers to you rather than begging and pleading clients to “Please spend money in our place, please, please we need money and your business.” You don’t have to sell anything at all. They just come.

 

So, let’s make you some money. 

BinkNyc Culture, Breuk Iversen

 

 

Ball-02-juneBreuk Iversen
E: BinkNyc@gmail.com
C: (718) 578-6613

 

 

 

 

BinkNyc.com Business Card, BinkNyc, Brooklyn New York, Breuk Iversen

BinkNyc, Services, Williamsburg | Brooklyn

BinkNyc.com (Astoria, Queens) full services, utilities and offerings.

Binknyc, Breuk Iversen

Founders vs. CEOs

Many founders totally suck at being CEO of their own company. Here’s how their fantasy and dream works:

Founders dream of the day they’ll grow to be a massive team and — from inception to huge success — retain their throne as CEO. Then they suspect they may rule the world with luck.

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Unfortunately, that kind of thought isn’t what’s best for the company. New research shows that, more often than not, companies run by founders are “less productive and more poorly managed” than those which bring in outside CEOs.

 

IMG_8981

Research of data collected by the World Management Survey detailed a review of more than 13,000 mid-to large-sized companies in 32 countries. Firms led by the people who founded the company were 9.4% less productive, on average, and on average had consistently lower management scores—which typically rose once the founder-CEO was replaced.

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Other research studies from business school professors at Duke, Vanderbilt, and Harvard Universities examined similar data with identical results.

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Few founder/CEOs ever get close to seeing their companies grow to anything substantial or epic. When Noam Wasserman, a professor at the USC Marshall School of Business, looked at 212 US startups (paywall) launched in the late 1990s and early 2000s, he found that only 50% of founders still controlled their companies three years after founding it. Four years later that number was down to 40%, and only 25% of founders were in charge at the time of the company’s IPO.

 

The Emperor
It’s actually pretty rare for founders to remain on as CEO as their company grows. It turns out that investors don’t like going all in on companies that are too reliant on one person’s talents and dream. Being a good founder and a good CEO require two completely different skillsets and mindsets.

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A lot of startup founders suffer from what’s called the “rich versus king” dilemma: they exhibit poor control  between wanting control and wanting profit. And unfortunately, control from the King type often wins, so the company loses.

 

Jester 2

 

Well, that’s logical. Here is a small truth neurochemically:  You’re not a King unless you have a kingdom, a castle, maybe a church and certainly an army with quite a few taxpayers paying you. Someone always has to foot the bill.

Can this be bypassed? Well, yes. There are always exceptions to the rules. You may want to know what those components are. We can give you a list to follow.

E-mail: BinkNyc@gmail.com

 

IMG_2899

Neurochemical: Your “Q”

Focus: COFFEE • CAKE • ICE CREAM

 

There are several emotional and subconscious gaps (aka White Space) in a saturated market available for branded cakes, coffee and ice cream. This isn’t some sort of hunch or guess. This is math and science.

This is where we can add the most value in creating a destination not based on the ‘locals’ and ‘local foot traffic’ but rather on a brand which can go city-wide in brand sales with a smart, aggressive and targeted Social Media Campaign.

 

 

 

 

This slideshow requires JavaScript.

 

How about this:

Instead of you looking for customers, customers come looking for you.

Yep. That’s what every business wants but most don’t know how to do it. Some suspect it’s a spiritual thing. Some think it’s luck and others believe it’s magic that only a few possess and others don’t.

The entire population, what their needs, wants and desires are, eludes most folks which is why we have comprised a specialized system and team of seasoned pros on our advisory board which we call upon as the need arises. In essence, good business is a matter of educated decisions, bracketing out old and useless assumptions/hunches/guesswork and keeping alert to new opportunity and spaces that open in the market.

Our advice is simple:
BUILD A BRAND

Most small business owners have no idea how to build a brand or how it works or what it really is—none whatsoever. If you find any of this insulting, then stop reading this now. It’s about to get a whole lot worse for you. Ready?

It’s completely understandable that most people wouldn’t know the first thing about building a brand. Why would they? Most people fall subject to brands and branding. Does anyone know how the Marlboro Man ended up getting Marlboro cigarettes in every corner of the globe? It wasn’t luck or guesswork. It’s advertising and branding. Most people fall under the brands influence—even when they say they haven’t, they have. There’s no way to escape it’s influence. That’s just the way it is even if you don’t watch the ads, your market choices are calculated and factored into an equation of market saturation—even at the 99¢ store.

Others open a business and think in terms of local foot traffic and catering to the neighbors. This worked back in the olden days… before our lives became progressively digital. They figure: we sell this and that because … and you should buy this and that because, um, we sell it.

Naw, it doesn’t work like that and that’s not enough to convince me. It’s not likely to convince anyone else either. It’s fucking boring. No one cares how good your food or your product and services are. They shoo with you because they believe what you believe.

This is NYC and there are 1000s of amazing restaurants, products, services and places to buy things. In Astoria, Queens the area is known for having amazing restaurants. Your food had better be excellent. That’s just the baseline. It will get you only so far. Brand go much, much further.

Here is the question you may never have thought to ask yourself about your business: IF I WERE TO CLOSE MY BUSINESS TODAY, WHAT WOULD PEOPLE REMEMBER ABOUT MY BUSINESS?

If you are stalling or struggling to answer this simple and direct question, you have NOT built a brand. That’s just the plain and simple fact.

Do you Agree or disagree?

Okay. Let me ask you this: If Harley Davidson, Apple, or Coca-Cola closed all their manufacturing plants today, would they still have a brand? Indeed, they would.

Here’s why:

A brand gives meaning and definition to people’s lives. This symbol 💲 is a brand. This symbol  📞  is another brand. This  ☠️  is yet another type of brand. It has meaning whereas there should be no meaning at all. These symbols have definition, a type of personality and meaning. People align or disassociate with those beliefs.

1. Ask questions about your business.

  • Who’s your target persona?
  • Who are you trying to reach?
  • How do people typically discover or become aware of your product or service?
  • Who do you see as your competitors?
  • What is your differentiator?
  • What can you do that the competition can’t?
  • Where do you see your business in 3 years?

2. Insight and observation (what’s working, what is NOT working)

  • This is a mix of both positive and negative feedback. We focus on what we all think is working, or areas of the experience we think are confusing to customers and need improvement.
  • Insights usually range from tactical observations about best-practice experience by design (an unclear line item or confusing instruction through text, etc), versus deeper, more impactful insights that effect the overall impression and effectiveness of the product or service.

3. Recommendations

  • Prioritize any trouble spots (areas that need immediate attention)
  • Identify missed opportunity(s)
  • New audiences or applications for a new product or service
  • Identify new partnerships or alliances
  • Strategies to generate awareness and increase adoption.

How many of the above questions can you answer? You had better have an answer for all of them. Not just any old answer but the right one.

See my fuckin’ case studies: click it.

See my fuckin’ portfolio: click this.

 

If you care and love your business and investment, call to get answers to questions. We have 25 years of experience answering each and every one of these questions for business owners. Many of them wouldn’t have survived and eventually have thrived right to today.

We think we can help. A consultation is going to cost you a cup of coffee, unless you are an asshole, then it’s only $500.

 

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