Branding a business to grow a business

The story of how I used branding to grow a business

My wife and I were the proud and smiling owners of Illinois Nut & Candy, Home of Fantasia Confections. For almost two decades I grew the business. While it wasn’t always a piece of cake, branding the business helped turn the business around.

Many kids want to own a candy store and wear the crown of “The Candy Man,” but my assent to that throne was far from direct and included jobs as assorted as a box of
chocolates.

Building a brand

Part of the branding of the store was to realize that the store did not have a brand. So a brand had to be created. I realized that to distinguish my company from other
candy companies I needed branding that not only differentiated my candy business from my competition, but my clients from their competition too.

It started with a logo and a tag line, and then a consistent message. I even changed the way that I closed every conversation so it ended with the phrase, “Have a sweet day!” And when people asked how the business was doing, it was always “sweet” or “nutty” depending on the day.

To prevent being consumed by the strip mall that the store was in, I pulled off a major makeover—covering the entire facade of the building with candy and gift boxes.

The new look shifted the brand to magical overnight. The store was one of Skokie’s most recognizable landmarks and it was such a customer draw. One would not have been surprised to see Hansel and Gretel in the parking lot. The appearance outside certainly previews scrumptious offerings indoors.
Branding wasn’t fleeting. I also updated the store’s fleet of trucks, first lettering and then adding roof signage to the store’s van and finally—my
candy-coated coup de gras—wrapping my daily transportation from front to delectable back. This vehicle wrap won the store national notoriety by winning
the 2010 Inaugural Angie’s List “Trump My Truck” contest. As well as being featured on the local news.

Eventually, I earned a name change and another claim to fame… Fox Business dubbed me the “Kosher Willy Wonka,” which was all the inspiration I needed to invest in a complete Willy Wonka Costume. I even showed up at certain networking events adorned in the purple top coat with all the trimmings. It was quite the conversation starter in elevators. It gave giving an elevator pitch a whole new meaning.

When I advised clients, I emphasize that the goal was not to give a gift, but rather to make it a branding experience that melts into a recipient’s heart in a way few other gifts could. Because of this, I have helped clients achieve an ROI on their gifts. But my branding advice was limited not only to the gifts they give, but I helped many clients build their brands and ultimately their businesses.

Building a brand with I am Your Virtual Professional

I am Your Virtual Professional, I will work you and your team virtually to build your brand and ultimately your business. I look forward to having the opportunity to talk with you and your team on how we can work together to brand your business to grow your business.