Reflections on an Image – Part II

After speaking with Eduardo Barrios, for Part I of this column, About Town understood his approach to market branding — in theory. But, putting a new marketing plan that redefines a small business into practice, requires that the owner suspend some belief in what they’ve been doing - perhaps rather well - and rethink how to rethink.

About Town met up with Barrios client, Steve Roberto, whose business recently rebranded from Body Parts, LLC to DentfixExpress, LLC, to see what and how he was thinking.

AT: So, Body Parts? Sounds like a CSI episode.

SR: Or, maybe a fitness center or a place to buy a car bumper! After 13 years in the business, customers didn’t know any more than they did before about what I do. Most of the general public doesn’t realize that dent removal exists. They either don’t know or have the wrong idea about how and why it’s done in a certain way.

I was spending a lot of time with the wrong type of customer, who was asking me the wrong type of questions.

AT: But, it wasn’t just the name of the business that you were rethinking.

SR: As Body Parts, LLC, I offered a variety of reconditioning services. But, I wanted to focus on the growth market and the money marker, which was dent removal.

AT: So if people didn’t understand the product, partially due to the name, how were you marketing your business before you rebranded it?

SR: Initially, because it was just me and I was busy, I didn’t think I needed advertising or marketing. There was no competition on the wholesale side of the business. I had low overhead. No employees. So for the past 13 years, I was the brand.

AT: Okay. What changed?

SR: I started thinking, what if I wanted to sell or finance against the business or consider other businesses? I started looking at the value of the business to others. I also wanted to build value by maybe expanding, getting new accounts, etc.

So, I was looking at remaking myself as the brand; as the value of the business.

AT: So, your goals?

SR: I wanted my product to become more generic, almost like an oil change, a simple process. I wanted to build recognition in the industry. My retail work was only 3% of the business and I wanted to grow it.

AT: Rebranding can be like marketing boot camp.

SR: When we began working on the rebranding, Eduardo started by asking me to stand back and look at the whole picture.  I didn’t understand or even buy into the process right away. But, Eduardo didn’t find that to be a challenge, or insulting. He took the time to explain the value of a good marketing foundation and good marketing resources.

At first, I didn’t like the new name, DentfixExpress, LLC. But, I trusted Eduardo.

AT: And post boot camp, is it working?

SR: As DentfixExpress, I find that people are asking the correct questions! Now, I’m on a clearer path. When we changed the name of the business, people thought I had changed the business itself. So, I accomplished what I wanted to do in a matter of weeks, not years.

Now, my business is presenting a more professional regional, or even a more corporate national brand. If I ever consider franchising, I am in a better position for that and all the possibilities that come my way.

Here’s the Deal

DentfixExpress, LLC; 860-693-DENT(3368): www.dentfixexpress.com: info @dentfixexpress.com.

eduardobarrios, 860-352-2457: barriosadvertising.com.