Branding/Sheets/Holidays

You’ll have noticed Mark’s post last night about using the UKW banner to advertise for engineers I trust. He did run the idea past me before he posted it, some time ago actually and I think it’s a cracking idea as well as the way that UKW should be moving… towards becoming a brand in it’s own right.

Already we are a ways down that road anyway as that was always one of the directions in which I wanted UKW to go, it’s nice to see that others are thinking along similar lines. It’s also good to see that UKW is held in such high esteem as well, all very good. In time though I want to push this idea a lot further as Kevin and Dave already know some of the things that I have in mind to achieve that and, achievable they are.

You see brands have value. It’s that simple.

Right now any of the independents have no brand or brand awareness with customers and therefore have little or no value, as John Hopwood rightly states, they are a commodity. Fundementally if we want to change the independent repair trade into something of worth this is where we have to start looking to change it and so, you need to create a brand for the guys.

CIH et all tried it with Euronics and are having limited success, but they are on TV advertising the BRAND as building a brand takes either time or a shitload of cash. Now, since we don’t have the latter we’re going to have to settle for the former although, in time, Kev, Dave and I may be able to intercede a bit there as it crosses directly over into other project areas. Yes, we are busy, fookin’ busy on several things now, more news as we get it or can give it but we are absolutely sworn to secrecy on some of the projects that we’re involved in.

However, for now, if there’s any reasonable adverrtising that you can think of to be doing or are planning any then can you please tag on the UKW name as well. Any exposure to the public is good exposure and I think we should make the attempt to get the name across at every opportunity.

Kev, when you read this can you tell me how much you got those job sheet pads for? I’m thinking on having some done for NWAR as well and just sticking the UKW logo and lead URL along the bottom so every customer I hand one to will get the URL.

Can you also see if the guy would give us a deal if we offered to put a load through him, if we can motivate the lazy feckers of course, so we can start to put in place the idea of universal job sheets as that will make life easier if we can, to some degree at least, start to standardise the information required?

Sean or Dave, can you start up and keep alive a thread on this and try to find out what the guys use as paperwork as, what you give to a customer definetly affects the perception that they have of the business, i.e. how the customer regards you in terms of proffesionalism. A vitasl element that is all too often overlooked.

Jason, can you contribute to this as well and see if we can’t get everyone to pull in the one direction. Also see if the DASA logo could be cleared for use on this little project for DASA members where appropriate, if they want to come onboard with the idea then great but I suspect there may well be too much in-fighting in that camp still to get anywhere. DASA’s issues are really down to one thing, the structure, at the top you have half a dozen people all with their own agenda’s and pulling in different directions, that’s why DASA isn’t getting anywhere. It needs a strong leader to unite and, keep in check, those personalities and that’s not going to happen anytime soon. However, that perception does filter down and shows to members. The rest I’m sure you can work out.

Of course I’m away as of tomorrow morning until the 16th but I will be online when I can be and I will answer any mails that need responding too as well as PM’s/posts that I spot whilst I’m away. If anything really silly happens or there’s something I should see please let me know via email or PM.

Have a good week guys, I’ll not think about you whilst I’m sat in a bar listening to some live blues or in a casino stuffed with cheerleaders and other assorted eye-candy! 😆

K.