What is your brand in the eyes of others?
How much does a polar bear weigh? Just enough to break the ice.
Hello, my name is Shannon Latham, and I own Shed Geek LLC. Now, imagine if I told you that I owned John Deere, Cracker Barrel, Harley Davidson, or even Buc-ee’s.
What do these names have in common? They’re powerful brands, each with its own legacy. While the journey to brand recognition and success is long and complex, today I invite you to consider: What makes a brand, and more importantly, what is your brand in the eyes of others?
When I think of John Deere or Harley Davidson, I see years of leading brand recognition—distinctive logos, iconic color palettes, and even trademark sounds from their twin engines. These brands are renowned not just for their products, but also for exceptional customer service and extensive after-sales support, which is often underpinned by a robust service department and warranty division.
Cracker Barrel, on the other hand, is synonymous with delicious comfort food and a nostalgic retail section that beckons every grandparent’s heart—like when my wife and I find adorable outfits for little Cecilia Rose.
And Buc-ee’s? Just the mention of the name stirs a wave of emotions—from admiration to disdain—but for me, it’s all about the clean bathrooms and delightful brisket. Buc-ee’s resonates with memorable branding, from its spotless facilities and welcoming staff to its quirky beaver-themed marketing.
Now, who is the Buc-ee’s of the shed industry? Does your company or perhaps a competitor leap to mind? Consider these elements as we explore the essence of building a robust and compelling brand.
In the shed industry, whether you’re a manufacturer or a retailer, your approach to branding can significantly impact your success. Firms that operate as manufacturers often sell sheds wholesale to retailers, who in turn use their own branding and marketing strategies. This approach risks fragmenting brand recognition and complicating advertising efforts, particularly with regard to digital marketing, SEO, and social media.
Imagine a company named Superman Sheds in my hometown, Metropolis, Illinois, selling to 50 independent locations. Each retailer—Cecilia’s Sheds, Dylan’s Sheds, and so forth—faces the daunting task of establishing separate brands. This situation mandates dual marketing efforts and multiplies advertising costs, all while diluting potential brand impact.
The challenges persist, whether the sheds are purchased for resale or consigned. We increasingly offer consultancy services and often advise maintaining independence for long-term flexibility. However, manufacturers are also encouraged to exert brand control to ensure consistent and effective branding, especially if operating across multiple states.
Consider the scalability of linkages under a unified brand. If each Cracker Barrel were independently branded, customer experience and operational consistency would suffer. Cohesive branding unlocks the power of digital platforms and consolidates advertising impact—a lesson relevant to our shed business strategies, where 50 brands under one umbrella often prove more effective than 50 separate identities.
Though I don’t claim all the answers regarding branding, I can share Shed Geek’s journey.
From the start, our mission emphasized faith and transparency, fostering trust as a brand cornerstone. We’ve leveraged our podcast’s success into diverse services, always emphasizing education through entertainment. It’s crucial to remember your brand isn’t merely what you say it is—it’s what others perceive it to be.
I hope my insights today encourage you to view branding differently. Remember, branding, advertising, and marketing are distinct but interrelated. Even giants like Coca-Cola, Ford, and Apple continue to advertise—not for awareness but to remain top-of-mind.
As you evaluate your brand, consider engaging an objective entity to assess its impact. Does every interaction reflect the values you intend? Can customers discern your mission and vision from just your name?
I hope when you hear “Shed Geek,” it brings a smile, embodying the faith-driven, educational, and entertaining spirit we strive to project. Cheers to crafting a brand that not only represents our industry but also resonates with your message for the years ahead.
