Exert from Examainer.com
By: Stephen Jackson
August 31st, 2009
Borrowing rightfully a powerful brand helps a small local company grow. This is an article about Two Marine Moving, a small moving company in Alexandria VA that since opening its doors in November of last year, has grown from two persons (former marines) to 35 employees with 6 trucks despite the recession. They have several hundred moves under their belt. In a time when other moving companies in the area are closing up shop, Two Marines Moving has steadily grown. There is an extra cache to their name and logo. the “sweat equity” has Marine written all over it.
The military is always in the look out for force multipliers, something that gives firepower a multiplier, or supply delivery massiveness or whatever is needed in manifold amounts. The use of the word and the effect of the Marines in the company name is a force multiplier- It acts on a prospective customer the minute they see the company name. If you have a “hump” relocation of a mission on your horizon, the getting a crew of former Marines to help you get over that “hump” is a no brainer. You know and are comforted in the knowledge that they have faced tougher missions in the past than your current move.
Two Marines Moving proved local and long-distance moving to residential and business customers in the Washington D.C. metro area. Nick Baucom, founder, started the company in order to satisfy the demands for a quality move experience, and to find a way to hire and continue working with Marines upon his honorable discharge from the Marine Corps. Baucom hires military veterans that take pride in their punctuality, professionalism, and proficiency. On any given day, six diesel moving trucks, loaded with veterans depart their motorpool and out to satisfy and please six more customers. The employee breakdown is about 60% Marines, 20% Army and 20% civilians.
Baucom was smart to use a powerful brand within his business model. Branding is now part of the common language of marketing these days; brands, corporations, nonprofit organizations and individuals talk at length about building and managing their brands to make themselves more valuable and attractive. At its core branding goes far beyond slogans or logos, it really means creating promises with your customers and then delivering on those promises. Strong brands are reflected in greater loyalty, most consistent messages, more integrated operations and better relationships. If you read the testimonials at the Two Marines Moving website you will find evidence the promises are kept and referral relationships are growing.