Katy Blinds Commercial - Brand Summary Report

BRAND SUMMARY REPORT

Brand Summary Report 1

CONTENTS

PURPOSE

ANCHOR STATEMENT

UNIQUE BRANDING PROPOSITION

“SO…WHAT DO YOU DO?”

SIGNATURE STORY

PROSPECT/CLIENT JOURNEY

VISION, MISSION, AND WHY

BRAND TONE AND TEMPERAMENT

LAUNCHING THE NEW BRAND

OVERCOMING CHALLENGES TO ESTABLISHING THE BRAND

Brand Summary Report 2

PURPOSE

1 - PURPOSE

The purpose of the Zine Brand Discovery is to bring clarity and focus to the one thing that sets you apart in your market, and learn how to express it in a way that resonates with your prospects and compels them to act. Business owners and entrepreneurs are visionary by nature. They can have hundreds of ideas (and expression of those ideas) that make perfect sense to them, but are confusing or overwhelming to their market, and even to their own employees. Or, they are so entangled in the day-to-day operations that they are unable to see themselves clearly and objectively. This report summarizes what we identifed as your strongest Unique Selling Proposition (USP) through our interview process and discussions with you. Your unique skills, talents, and ideas are already inside of you. This process draws them out and combines them into a winning marketing formula. On the surface, your USP may sound the same as others in your market, but no one else can communicate it and deliver it the way you can. The more focused and personal your message, the more people will feel a connection to you and want to do business with you. They will choose you not because you’re the cheapest, but because they like you and trust you. They believe you understand their deepest wants, desires, and worries, and can help them get outcomes they desperately seek. This relationship is established and controlled in how you show up and present yourself. It includes the tone of your marketing materials, your sales process, your delivery of services (operations), and the visual and tactile aspects of your communications. Within this report, your brand message has been rebuilt to bring greater focus to your USP, and remove confusing or competing messages and other distractions. The copy in this report may be used as needed to create new marketing pieces or updated existing pieces.

Brand Summary Report 3

PURPOSE

The Brand Discovery may require changes be made to other parts of your marketing such as your visual branding, your website, your sales process, and any other elements that affect how people perceive you. You may fnd that the greatest change that needs to be made is not just in controlling how people perceive you, but in how you perceive yourself. People will almost always accept the value you place on yourself and your products and services. And that valuation begins in your own mind. As you make changes to how you look on the “outside” remember to make the appropriate changes to how you “think” on the inside. The skills, talents, and gifts that you have are uniquely yours. No one else has them in the combination that you have. And no one else can communicate and deliver them the way you can. They’ve been given to you for your beneft and for the beneft of others. Always remember that and believe it regardless of what your circumstances are. Don’t let anyone or anything tell you otherwise. There are many people who stand to beneft from you and what you offer. And there are others who you are not called to help. Focus on the former group. They are waiting for you.

Brand Summary Report 4

ANCHOR STATEMENT

2 - ANCHOR STATEMENT

This is the go-to description of who you are and what you do. It is your Unique Selling Proposition.

Select ONE client and ONE big problem that you want to solve for them: General Contractors for Commercial Building Projects. Facing the building owners when delays, problems and failures occur on job sites. How this problem manifests itself: Unreliable or unqualifed subcontractors not showing up on time, not doing what they say they will do, not completing the job correctly, and uncommunicative. Impact of problem if unresolved Delays, re-dos, and extra expense that cuts proftability and creates headaches and hassles with the building owner. How Katy Blinds Commercial solves this problem: A hands-off, hassle-free window treatment installation and a quality fnished product. We show up on time, prepared, install a quality product and leave the site cleaner than we found it. General contractors deal with so many issues and headaches, we strive to make our piece of the project smooth and stress-free. The three elements of your anchor statement are as follows: 1 - What does Katy Blinds Commercial do for their customers? We install large scale roller shade solutions for commercial building projects. 2 - What end result does Katy Blinds provide for their customers? A hassle-free window treatment installation and a quality fnished product. On time and correct delivery and installation with no drama or delay.

Brand Summary Report 5

ANCHOR STATEMENT

3 - What qualities does Katy Blinds bring to the table? Our job is to make our customer look good to those they have to please. And make their job easier. Blinds are not the main show, we’re a piece of the puzzle. But if it goes wrong, it makes a big impact. ANCHOR STATEMENT [Sample Anchor Statements] Katy Blinds Commercial installs large scale roller shade solutions for commercial projects. We are the top roller shade dealer in the market and the go-to guys for commercial construction general contractors. Additional Talking Points: 1.​ We provide a hassle-free window treatment installation and a quality fnished product. 2.​ Our job is to make our customers look good to those they have to please. And make their job easier. Blinds are not the main show, we’re a piece of the puzzle. But if it goes wrong, it makes a big impact. 3.​ Our customers don’t have to exert energy to manage us.. We show up on time, prepared, install a quality product and leave the site cleaner than we found it. They deal with so many issues and headaches, we strive to make our piece of the project smooth and stress-free.

Brand Summary Report 6

CLIENT SUCCESS JOURNEY

3 - NEW NAME AND/OR SUGGESTED TAGLINES

We Make Our Customers Look Good to Those They Have to Please Katy Blinds Commercial completes large scale commercial window treatment projects with no drama, delay, or disappointment for the general contractor.

Alternates: Our Job is to Make Your Job Easier

We help commercial construction general contractors keep their promises to their customers. We show up on time, do what we say we’re going to do and complete the job with no drama, delay, or disappointment. Our job is to make our customer look good to those they have to please.

Brand Summary Report 7

CLIENT SUCCESS JOURNEY

4 - CLIENT SUCCESS JOURNEY

How you deliver outcomes to your ideal client. This is what sets you apart from your competition and makes you unique, distinct, and special.

Outline the journey that your ideal client will take through your program. What problem are you solving? That is what you are selling. Move away from transactions to outcomes. Where can you make guarantees? What specifc qualifcations and attributes would you need to have in place to guarantee an outcome? This becomes your Qualifcation Checklist for the sales team.

Brand Summary Report 8

“SO…WHAT DO YOU DO?”

5 - “SO…WHAT DO YOU DO?”

A sample conversation showing how your new, clarifed brand answers this common question.

So…what do you do??

I help commercial construction companies keep their promises to their customers.

That sounds interesting. How do you do that? (Elevator Pitch – Educate) My company installs commercial roller shades for large scale building projects. We show up on time, do what we say we’re going to do and complete the job with no drama, delay, or disappointment.

That sounds like what I need. How do I get started? (Elevator Pitch – Offer)

[answer here]

That sounds like something I may need. How can I get more information?

[answer here]

Brand Summary Report 9

SIGNATURE STORY

6 - SIGNATURE STORY - KATY BLINDS

Why do you do what you do? What is your origin story that describes what brought you to where you are now?

I had a problem – a big one.

It felt like a small car parked on my chest. Too much month left over at the end of the money. At age 29, I had just moved my family back to Katy, TX to start a new accounting job, and because of some really bone-headed fnancial mistakes in my recent past, I found myself with a mortgage, a mountain of credit card debt and a wife and two kids (soon to be three) depending on me. Although I was paid a fair market wage in my new job, it wasn’t enough to cover my bills (see bone-headed fnancial mistakes above), so I started looking for ways to make some extra income. I thought constantly about small business startup ideas and read everything about money-making that I could get my hands on. I grew up in Katy, graduated from Katy High School and went to The University of Texas at Austin to earn an accounting degree. That’s where I married my wife, Laurie. After college, I started flling in the blanks in a very eclectic resume that included bank auditor, fnancial analyst, janitor, retail coffee franchise manager, fnancial advisor and fnally, certifed public accountant. (Incidentally, my wife used to hate it when I mentioned “I’m a janitor” at parties in response to the question “So what do you do?”) “I have a friend from high school that started a blind business...” my wife said one day. “You should talk to him.” I’m a relatively handy guy, but I didn’t know anything about blinds… or selling… or running a business. I’m a bean counter. But it had potential – no storefront or big investment needed, and I didn’t need to quit my job.

Perfect! I’m in!

Brand Summary Report 10

SIGNATURE STORY

So in October 1999, a good friend and I opened a business bank account with $300, set up a C.O.D. account with a blind manufacturer in Arlington, TX (we qualifed since we could fog a mirror), printed a stack of fiers and business cards at Offce Depot, gassed up my ‘88 Ford Ranger and we were in the blind business! We started by blanketing new neighborhoods with our advertisement. Every house with naked windows got one. And the phone started to ring – although slowly at frst. We sold two jobs the frst month and one the second month, but gradually, we picked up steam. We worked our day jobs and sold and installed blinds in the evenings and on the weekends. The frst job we installed was comical. As we unpacked the boxes in our inaugural client’s living room, we whispered to each other “what’s this for…” “…do we need that part?” A job that would take an experienced solo installer 45 minutes took the two of us 3½ hours, but we got it done. We were blessed and the business grew. Two years later, I took a leap of faith and quit my job, and the next year, my business partner quit his. Over the next several years, Katy Blinds & Shutters (our original name) gradually grew into two separate businesses – one residential and the other commercial (Katy Blinds Commercial). The two businesses were so unique from one another that in 2015, we split them into two separate legal entities and Katy Blinds Commercial has been 100% commercial ever since. This business was built on radical ideas like “show up on time” and “do what you said you would do.” This simple approach not only makes the space look good, but it makes our partners look good to their clients and customers. It’s an approach that I try to follow in every part of my professional and personal life. Be present. Have integrity, even when no one is looking.

Brand Summary Report 11

SIGNATURE STORY

Brand Summary Report 12

VISION, MISSION, AND WHY

7 - VISION, MISSION, AND WHY

This is mostly for internal use. Mission/Vision statements are used to build unity within your company and keep everyone rowing in the same direction. They also help keep you focused on the main thing and eliminate work or opportunities that don’t align with your vision/mission. A vision statement describes the outcome. Why do you exist? Or what is your purpose/passion?

We exist to create freedom, independence, and a source for building wealth for our employees and their families.

A mission statement describes the work required to achieve the outcome. Our mission is to be the leaders in the commercial roller shade industry by demonstrating expertise and excellence in everything we touch.

Brand Summary Report 13

VISION, MISSION, AND WHY

7.1 - CORE VALUES/QUALITY STANDARDS

CORE VALUES Have Humility Acknowledge weaknesses Don’t think less of yourself - just think of yourself less Be Teachable Receive instruction and constructive criticism Keep an open mind Stay Hungry Embrace greater responsibility for learning and growth Be self-motivated and diligent Be Aware Trust your common sense Ask the right questions Practice Generosity “Your rewards in life are in direct proportion to your service” Earl Nightingale Be generous in using your skills and talents to serve others QUALITY STANDARDS Our job is to make our customers look good to those they have to please Communicate Clearly and Consistently Clear communication within our team, with our vendors, with our customers Good communication can make a project, poor communication erodes trust Adhere to the System Use thorough, well-conceived and well-executed processes and procedures Produce positive, predictable outcomes every time Zero Go-Backs

Brand Summary Report 14

VISION, MISSION, AND WHY

Precise measuring, careful ordering, expert installation Do it right the frst time Show Up Prepared Right tools, right material, right team Work Quickly But Don’t Rush Work quickly and effciently, but also methodically with a careful attention to detail Leave the Project as Clean as We Found It Clean up after ourselves and treat the property as if it was our own

Brand Summary Report 15

BRAND TONE AND TEMPERAMENT

8 - BRAND TONE AND TEMPERAMENT

What is the consistent mood, tenor, quality, character, and manner that you bring to all your interactions?

Key Words that capture the Katy Blinds brand

Phrases and Headlines that capture the Katy Blinds brand . We help GCs make and keep their customers happy We help GCs complete large-scale roller shade projects without headaches, delays, or re-dos. We complete large-scale roller shade projects with no drama, delay, or disappointment for the General Contractor. We are the opposite to everything that drives you crazy about dealing with commercial construction subcontractors. Sick of unreliable, incompetent subcontractors, shows up late, doesn’t show up at all. Installs subpar, or poorly installed good product. We make our customer look good to those they have to please. And make their job easier. Keeping your customer - the building owner or tenant - happy, with no drama, headaches or hassles. We make our piece of the project smooth and hassle-free for GCs

Expertly installed with no drama, happy end-user customer

Working with unreliable or unqualifed subcontractors.

Finding subcontractor partners that meet or exceed the technical qualifcations required for the project.

Avoiding the expense and headache of re-do’s.

Brand Summary Report 16

BRAND TONE AND TEMPERAMENT

Providing quality commercial window treatments that make occupants of the spaces happy and more productive. GC’s won’t have to exert much energy managing us. We’ll show up on time, prepared, install a quality product and leave it as clean as we found it. They deal with so many issues and headaches, we strive to make our piece of the project smooth and stress-free.

A quality product, expertly installed with no drama, happy end-user.

8.1 - LOGO & VISUAL BRAND

Logo, color palette and design elements to use in the new brand.

Brand Summary Report 17

LAUNCHING THE BRAND

9 - ACTIVATING THE NEW KATY BLINDS BRAND

Top Level I mplementation Plan

Online Presence

-​ Select a template -​ Frame out content areas -​ Develop content -​ Shoot videos (land stewardship) Front Page of New Website

-​ Use new tagline and outcome statement -​ “Request Bid” button top right, bright

-​ Opt-In above the fold to subscribe to the print newsletter, autoresponder with Special Edition of newsletter attached plus make request for their mailing address. -​ The Zero Go-Backs Project Plan panel -​ Meet John Crosby (read more) panel or Meet Our Founder -​ Footer panel

-​ Menu Bar

-​ About Us (team profles, refer to Zine) -​ Our Products -​ Our Projects -​ Our Process (details of the ZGB Plan)

Offine Presence (Newsletter) -​ Update Special Edition -​ Origin Story -​ The ZGB Plan

-​ Add a standing land stewardship section -​ Add existing customer testimonials -​ Add Meet the Team (customer facing) -​ “Fun” content (personal recipe, humor, pets)

Brand Summary Report 18

CHALLENGES TO ESTABLISHING THE NEW BRAND

-​ Content Strategy

-​ Feature: anything that John loves to talk about (ie land stewardship, entrepreneurship ideas/mindset behind-the-scenes, doesn’t have to be related to business.) -​ Pet Corner -​ Fun content (personal recipe, humor, travel, food) -​ Industry (customer reviews, FAQ) -​ Team article or Repoz -​ Expand on one core value (share a story demonstrating it)

Customer Satisfaction Feedback

-​ Exit Interview Questions as part of close out process -​ Thank you gift with food/snack and branded yeti for frst time customer.

Core Values/Quality Standards -​

Share/discuss during monthly huddles Put on the website for quick access.

-​

ZGB Project Plan (on home page) A Hands-Off, Hassle-Free Window Treatment Installation with Quality Products for Your Commercial Projects Delays, re-dos, and extra expense from unreliable subcontractors cuts proftability and create headaches. Through the KBC Zero-Go-Backs Plan, we show up on time and prepared, install a quality product, and leave the site cleaner than we found it. How KBC Ensures Success on Every Project

[graphic]

Request a Bid

Brand Summary Report 19

CHALLENGES TO ESTABLISHING THE NEW BRAND

ZGB Project Plan (on process page) Katy Blinds Commercial is the top roller shade dealer in the market and the go-to guys for commercial construction general contractors. We provide a hassle-free window treatment installation and a quality fnished product. How KBC Ensures Success on Every Project

[graphic]

Delays, re-dos, and extra expense from unreliable subcontractors cuts proftability and create headaches. Through the KBC Zero-Go-Backs Plan, we show up on time and prepared, install a quality product, and leave the site cleaner than we found it.

Our customers don’t have to exert energy to manage us. We show up on time, prepared, install a quality product and leave the site cleaner than we found it. They deal with so many issues and headaches, we strive to make our piece of the project smooth and stress-free. Our job is to make our customers look good to those they have to please. And make their job easier.

Brand Summary Report 20

CHALLENGES TO ESTABLISHING THE NEW BRAND

10 - CHALLENGES TO ESTABLISHING THE KATY BLINDS BRAND

The idea is to add personality and human connection to the Katy Blinds brand. -​ John to speak more about his hobbies and passions in the newsletter -​ Require that high level customer facing staff provide bios and headshots for the website. Make it optional but encouraged for others. -​ Gathering customer feedback. Make it a required part of the close out process, use scripts and strategic questions to get very specifc answers. Example: -​ Was a unique challenge you faced for window treatments? And how did Katy Blinds help you overcome that challenge? -​ Use bios in the newsletter (one person at a time)

-​ What did you like most about working with KB? -​ What part of the process or experience could be improved?

-​ Prioritizing the newsletter (Zine to provide more structure)

-​ John to shift his mindset about sharing what he loves with others. Do it just because it makes you and them happy.

Brand Summary Report 21

OVERCOMING CHALLENGES TO ESTABLISHING THE NEW BRAND

11 - OVERCOMING CHALLENGES TO ESTABLISHING THE KATY BLINDS BRAND

Brand Summary Report 22

OVERCOMING CHALLENGES TO ESTABLISHING THE NEW BRAND

Brand Summary Report 23