business


THE MICHIGAN CHRONICLE Branding Part two of two In the last Small Talk column, we dis-


cussed the basics of branding. This column focuses on providing tips on how to develop a successful brand for your business.


How do you create a unique


Overhauled SBA website to go live in the fall The U.S. Small Business Ad-


ministration has announced that a complete redesign of its website, SBA.gov, will launch this fall. The new SBA.gov will make it easier for small busi- nesses, lending institutions, small business counselors and other members of the small business community to more quickly find the informa- tion they need through a sim- plified navigation structure. In addition, new features will allow users to tailor their ex- perience to provide informa- tion that is specific to their needs and location.


The new website also will


offer a dedicated lender area that helps banks and other fi- nancial institutions that part- ner with the SBA.


“Our goal as an agency is to


get information, tools and ser- vices into the hands of small


business owners more quick- ly so they can spend more time doing what they do best — creating the jobs that will drive our economic recovery,” said SBA Administrator Karen Mills. “Through a new, per- sonalized and dynamic SBA. gov we will be better able to support job growth across the country.”


The website redesign is


part of the SBA’s goal to create a dynamic online presence that delivers information to customers wherever they are online. To achieve this goal, the agency recently began using social media to reach constituents through a vari- ety of online channels such as Facebook and Twitter. The agency also launched an im- proved search function on the current SBA.gov website which vastly improves the speed at


brand? This must begin with the development of a baseline to understand your strengths/ weaknesses as well as op- portunities/challenges in the marketplace. It requires an open mindset if you’re brand- ing your company.


Ask the following ques-


which users can find the in- formation they are looking for in advance of the launch of the new site this fall.


The website redesign is


also the Flagship Initiative of the SBA’s Open Government Plan and addresses all three of the agency’s Open Govern- ment goals — transparency, participation and collabora- tion — by providing direct access to agency programs and operations, allowing users to customize their online ex- perience and, beginning next year, incorporating communi- ty features such as discussion forums and public feedback tools.


For more information, please visit www.sba.gov/next.


tions:


■What is the unique value my company offers?


■ How do others perceive this, now?


■ Does this perception need to change?


■ Why would I purchase my company’s brand?


Next, you must evaluate with Mark S. Lee


your company’s brand to ensure the following components exist:


■ Vision: Where do I see my company going? What is my ultimate direction?


■ Positioning statement: How will it be posi- tioned in the marketplace?


■ Value Proposition: What makes my compa- ny unique? What service or need does my company fulfill?


■ Competitive Advantage: What makes it dif- ferent from the competition? Am I just as good or better than the competition?


■ Leveraged Strengths: Based on an internal assessment, do we really understand our strengths and weaknesses? If so, how can I leverage these strengths?


■ Communication Plan: What and how do I communicate our plan to others? What is my communication strategy?


Let’s now focus on sharing key strategies


that will help you create and reinforce your company brand:


1. Focus on the Needs of Your Target Market: Understanding your target market will allow you to develop a brand position. As a busi- ness owner, how confident are you that you truly know what your customers need, want or expect from your company? Many busi- ness decisions are based on a gut instinct of what you believe customers want and not necessarily because you asked them directly. You must ask existing customers as well as former and potential customers to ensure their concerns and expectations align with the value you provide. This will translate into your brand position.


2. Recognize And Act When Outside Factors Impact Your Brand Perception: Customers


THE COLE family is proud to serve Metro Detroit.


James H. Cole Community Day 2010 James H. Cole Home for Funerals, Inc. cel-


ebrates Community Day 2010, along with the grand opening of its new Northwest Chapel.


James H. Cole Home for Funerals, Inc., the


oldest, African American, family owned funer- al home in the city of Detroit, announces its 2010 Community Day. This is a family orient- ed event, with food and fun for everyone. There will also be a ribbon-cutting ceremony for the new facility.


The grand opening of our new construction


project, in Northwest Detroit, is a testimony of commitment to the revitalization and rede- velopment of the Detroit community made by the James H. Cole Home for Funerals. The state-of -the-art 20,000 square foot funeral and memorialization facility, located at the corner


of Puritan Ave. and Schaefer Hwy., serves as a commitment to the thousands of families that have been served from Cole’s current location at 2624 West Grand Boulevard.


The Community Day event will feature repre-


sentatives offering services and disseminating information relating to public safety, financial awareness, health and human services, and back-to-school giveaways. Please join the Cole family at 16100 Schaefer Hwy., Detroit, north- east corner of Puritan and Schaefer, on Satur- day, Aug. 7, from 2 to 6 p.m., for this historic celebration.


For more information on the event and/or


James H. Cole Home for Funerals, Inc., please contact Antonio Green at (313) 873-0771.


Detroit Institute of Arts and


Saks Fifth Avenue Present Fash Bash 2010 The Detroit Institute of Arts (DIA) auxiliary


Founders Junior Council (FJC) and Saks Fifth Avenue present Fash Bash 2010 on Thursday, Aug. 26, at 6 p.m. at the Saks Fifth Avenue Somerset Collec- tion store in Troy. Proceeds will ben- efit the DIA.


The event is part of the DIA’s 125th


anniversary celebration and marks the opening of Saks’ new Contempo- rary Collections Floor. Contemporary fashion designer Robert Rodriguez will make an appearance and his col- lection will be part of a full produc- tion runway fashion show featuring the hottest looks from Saks Fifth Avenue’s contemporary collections.


In addition to the fashion show,


guests will enjoy cocktails, hors d’oeuvres, a strolling supper, and a performance by Detroit vocalist Stephanie K.


“We are excited to be on board for this proj- ect,” said Nicole Wagner, DIA Founders Junior


Council president. “Founders Junior Council is looking forward to supporting the DIA’s 125th anniversary with this fashionable fundraising event. We know it will be a great night.”


“We couldn’t be more thrilled to


launch our completely new Contem- porary Collections Floor with our longtime partners at the DIA,” said Kim Nye, vice president and gen- eral manager of Saks Fifth Avenue in Troy. “Fash Bash will be a night to remember for fashion lovers and style makers throughout the city.”


Tickets are $125 and include


a 15 percent discount shopping coupon valid through the week- end, and a $25 Saks Fifth Avenue gift card. Five percent of the sales from the Contemporary and WEAR Collections will benefit the DIA. For


tickets call (313) 833-4025, or e-mail tburns@ dia.org or www.foundersjuniorcouncil.org/tick- ets.asp.


John J. Castellani to lead PhRMA Pharmaceutical Research and Manufactur-


ers of America (PhRMA) recently announced that John J. Castellani will assume the role of president and CEO, ef- fective Sept. 1. Castel- lani joins PhRMA after more than nine years as president and CEO of Business Roundta- ble, a leading associa- tion of corporate chief executive officers. He will succeed former PhRMA president and CEO Billy Tauzin, who transitioned to a role as senior advisor earlier this year.


John J. Castellani Castellani has extensive experience in busi-


ness, public affairs and government relations. As head of the Business Roundtable, Castel-


lani has worked along side the nation’s leading CEOs and with members of congress and ad- ministration officials to drive economic growth and create opportunities for American workers and business.


“This is an exciting time for our industry,


which is leading the way in providing patient- centered health solutions,” said Pfizer Chair- man and CEO and PhRMA Board Chairman Jeff Kindler. “At this critical moment, it’s im- portant that we have the highest standard of leadership in this position. And we have that in John. John is the gold standard, and I’m ex- tremely pleased that he will lead our team.”


“In John, PhRMA is getting a president and


CEO with exceptional policy-making experience and integrity,” said David Brennan, president and CEO of AstraZeneca and head of PhRMA’s search committee. “His experience in coali- tion building and strong reputation of working across the political divide set him apart.”


PATTERSON-BRYANT is a leading provider of employee benefits and business solutions. In addition to providing our readers with


tips and resources, Small Talk’s goal is to highlight Detroit-area businesses. To this end, this column features Patterson-Bryant (PB), a professional solutions firm that helps employers bring strategy and economics to- gether to effectively manage their employee benefits. PB, headed by NZ Bryant, was founded in 1980.


ST: Please tell us about Patterson-Bryant.


What is your business focus and how long have you been in business?


PB: Patter-


son-Bryant is an independent insurance bro- kerage firm and we have been in business for over 30 years. PB helps com- panies and organizations find better so- lutions to their healthcare and employee ben- efit plans. We specialize in cutting costs without changing the benefits and usually without changing the existing carrier. Our focus is building long- term relationships for mid-large sized em- ployers with 100+ employees.


has your company weathered the storm and what is its strategy for growth?


PB: Patterson-Bryant excels at cutting-


edge innovation. We are successful because we understand the needs of our clients and being proactive. Client retention is our claim to fame. Our average client has been with us for over 25 years. We believe that every client is unique. Therefore, we do not believe in turnkey/cookie cutter solutions. We tailor our services to fit each individual client. We back that up with great customer service.


ST: What are your current business chal-


lenges? PB: We are challenged daily to find ways


to address health care reform and make sure that we understand how the legislation cor- relates to the needs of our clients. We uti- lize the reform laws (as broad as they are) and regulations to reduce our clients’ costs and maintain the same (or better) benefit level.


ST: What advice would you give to those


thinking about starting a business? PB:


In any business, there must be a high


degree of business and industry knowledge. Companies, big and small, must be adaptable, must build and maintain relationships, must have exposure and, more importantly, must be involved in their community, physically and financially.


ST: How about to those who have been in


business for awhile, but have hit the wall? PB: Reinvention! Companies must change


with the times and the needs of their clients. ST: What role do you think small busi-


nesses have in the economic recovery, partic- ularly in Detroit and across Michigan?


PB: Small businesses are the backbone of


NZ BRYANT, Patterson- Bryant cofounder and presi- dent.


Michigan and the country. Larger companies have issues with turnover, bureaucracy and are not as easily adaptable.


ST: Other comments? PB: Patterson-Bryant has a diverse client


ST: In today’s economic situation, how


base. We are successful with automotive suppliers and municipalities because of our union negotiation expertise. We are suc- cessful with non-profits because we under- stand their climate and lack of resources. We specialize in cutting costs without changing benefits in spite of double-digit industry-wide rate increases. Our groups maintain little or no increases in their costs not only during re- newal or initial enrollment, but over several years of service.


ST: For more information, how do our


readers contact you? PB: We are located at 30600 Telegraph


Road, Suite 2250, Bingham Farms, MI 48025; 248-433-1902 phone; 248-433-1918 fax. You can go to www.pattersonbryant.com or e-mail info@pattersonbryant.com.


You can reach Mark S. Lee at www.leegrou-


pinnovation.com or email mark@leegroupin- novation.com.


August 4-10, 2010


Page A-8 small T A L K


do not reside in an isolated world. Recognize how external factors (i.e., recession or varying industry regulations) might impact their de- cisions and their ability and interest in con- ducting business with you. If you recognize these and address them this will strengthen customer loyalty. Many businesses in the re- cession have lowered their prices to address customer challenges. As long as they did not forgo their cus- tomer value, this makes a solid impression upon customers who will stick around long after the recession has passed.


3. Carefully Review All Com- munication: Is your message consistent in all of your com- munication? This includes everything from written docu- ments, presentations, advertis- ing, your website, brochures and direct mail to email, sales presentations, phone calls, etc. Every employee must co- municate the same brand value at every level of the organiza- tion. One employee who isn’t consistent with delivering your value can cause harm to your image and your bottom line.


4. Develop a Solid Elevator Pitch: Given that an adult’s attention span is 15-30 sec-


onds, do you have a pitch that highlights your brand in that short window? What are the key points you need to convey about the value you provide (not necessarily the products and services)? It’s critical that your pitch is con- cise and compelling. The pitch objective is simple — to develop a message that ensures the other person wants to continue the dia- logue.


5. Present your Company Passionately: This is your business — your “baby” in many ways. Therefore, it’s personal but you must be able to step outside of the company and honestly ask yourself, “Why would I do busi- ness with me?” It’s a simple question, but the answer may not be so easy to address. Once you’ve identified the answer, make sure you convey this in words as well as in your body language. A sincere passion for the value you provide will go a long way in business.


6. Take Risks to Meet Customer Needs: In this dynamic, ever-changing market, you need to evolve with the times. Have you or your com- pany remained stagnant? What worked in the past may not be as effective today. Reviewing and tweaking your business model as well as your personal skill set will be paramount to future success. It’s dangerous to stand still and not make changes nor address changes in the market. We know that risk-taking is a scary proposition but it is the key to growth and to maximize your brand value.


Branding is essential and doing this right


will make the difference between success and failure for your organization.


You can e-mail Mark S. Lee at mark@


leegroupinnovation.com or go to www. leegroupinnovation.com.


Small Talk’s Q&A with Patterson-Bryant


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28