CoatingsPro Magazine

MAY 2016

CoatingsPro offers an in-depth look at coatings based on case studies, successful business operation, new products, industry news, and the safe and profitable use of coatings and equipment.

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COATINGSPRO MAY 2016 25 Attitude Adjustment So how do you craft and contribute to your company's attitude branding? First, understand it as a corollary of physical branding. With physical brand- ing, we pick a look and then apply it to various physical items. Likewise with attitude as branding, we pick an idea or value and apply it to various occasions. Your company's central idea might be, "Our customers will always feel like they're working with experts." Employees must then embody that attitude at various customer touch points. Someone answering phones should do so with confdence, someone sitting across the table from a customer should be knowledgeable, and someone following up after a job should go into that conversation with the confdence that everything went well but with the readiness to fx any problems. Physical branding and attitude should speak to each other. If your attitude is about being experts, your collateral should leave the same impres- sion, just as your business cards and truck wraps should. Because all of this — from how employees act with customers to what everyone's email signature block includes — determines how your customers see your company. Of course, it's an interesting time in which to create a brand. In the days before the web and social media, it was a little easier to stake a claim. You could say, "We are the experts" in the Yellow Pages, and readers looking for your services could call you based on that alone. As you know, that story has changed. Now customers Google local professionals and read countless reviews, scrolling through every little success or horror story, and compare your company to two, three, or twenty competitors. How do you stake a claim in the era of Yelp and Angie's List? Use Your Brand I can't help thinking of that truck I see all over town. I see a lot of trucks, right? But that's the only one I remem- ber. So what makes it memorable? It has Website Recoat See for yourself at the NEW coatingspromag.com JOB AT A GLANCE PROJECT: Rebuild the CoatingsPro Magazine website. PRIME CLIENT: Our readers SUBSTRATE: coatingspromag.com USABILITY CONSIDERATIONS: » Exclusive coverage on the web! » Daily news from around the coatings industr y! » Improved customized search functions! 412-963-0303 Sauereisen.com 160 Gamma Drive, Pittsburgh, PA 15238 Email: questions@sauereisen.com SewerGard 210 polymer linings have protected structures in the wastewater industry for decades. Sauereisen is proud to showcase two extensions of this trusted product line, now both applicable via plural component spray. Building upon SewerGard 210's long-standing tradition of strength, impermeability and chemical resistance: All backed by the corrosion protection experience and expertise you can expect from Sauereisen. • Exceeds 15,000 psi for greater compressive strength where needed • Elongation of 12.9% SewerGard 210X SewerGard 210G • Suitable for use as a topcoat or stand alone coating • Thickness versatility from 20-40 mils Specifying Better Infrastructure Solutions SewerGard ® 210X and 210G For assistance in specifying a solution, contact a consultant at Sauereisen. Wr i te in Re ad e r In q u ir y #170

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