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Publisher’s Message
Keith J. Davis, Sr. SR. PUBLISHER Keith J. Davis, Sr. JR. PUBLISHER Keith J. Davis, Jr. VICE PRESIDENT Kevin Davis EDITING CONSULTANT ReShonda Tate-Billingsley OPERATIONS DIRECTOR Ana Romero ACCOUNTING MANAGER Eugenie Doualla ADMINISTRATIVE ASSISTANT Jennifer Cobb MARKETING CONSULTANTS Bernard Johnson Larry Isles CT Foster MULTIMEDIA DIRECTOR Andrea Hennekes
I’m in the business of branding. Anyone who knows me, knows that I’m always urging business owners to build their brand and the rest will follow. Branding tells the world who you are. Think about it – whenever you see the Nike Swoosh or the Golden Arches – you automatically know what business it is. That’s because those companies have done a fantastic job of branding themselves. But branding isn’t limited to multi-million dollar corporations. Whether you’re a small ten-staff company or you’re running the whole show by yourself from your living room, you still should focus on building your brand. That’s what this issue is dedicated to. There are all kinds of helpful articles in this edition that will help you not only get started on building your brand, but that will help you keep that momentum going. Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Your brand extends to your employees, customers, the media and even the general public. I’m confident that this edition will teach you how to brand beyond marketing. Of course, there are other articles that are included to help in your day-to-day business. I know that you will enjoy this edition as it’s packed with invaluable information that I have no doubt, will help you stay on top of your game. As always, I have to ask that you support the advertisers in this, and all the D-Mars Business Journals. Until the next issue, be prosperous!
CONTENTS Growing Missouri City………………....…………….....................…….4-5 Benefits of Forming a Corporation or LLC…………………….............6 4 Simple Tips to Financial Freedom……………………….............…..12
LAYOUT & GRAPHIC DESIGNERS Ghuzzala Malik (Faith) Juan Larios
Get Wealthy, Not Rich…………………………………..................…….13 Imitation or Inspiration……………………………………......................14 New Laws Passed on 2007…………………………………..................15
DISTRIBUTION Booker T. Davis, Jr. Rockie Hayden
Jazz It Up Café……………………………………………..................….16 Mop’s Grill………………………………………………….......................21 Christian Bible Church……………………................…………………..21
CONTRIBUTING WRITERS Shirley Williams Ronald E. Reynolds, Esq. Dr. D.L. Jones Christina Robinson Grochett Clinette Garces Annie Law Dr. Ka-Ron Wade, D.D.S. Jeffrey L. Boney Carla Lane Elvia Valdez Judge Joe Clouser, Sr.
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Tips to Build Your Brand……………………………….................……..22 Houston’s Community Champions…………………….............………23 Houston “Survivor” Challenge……………………………..............…...26 Cricket Wireless………………………..................……………………...26
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D-MARS Business Journal
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9898 Bissonnet, Suite 570 Houston, Texas 77036 713-272-9511 . Phone 713-272-6364 . Fax 1-800-453-8752 . Toll Free www.d-mars.com
An effective brand strategy will create a unique identity that will differentiate you from the competition
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THE BENEFITS OF FORMING A Name Protection. CORPORATION OR LLC
In most states, other businesses may not file your exact corporate or LLC name in the same state.
By Ron Reynolds, Esq. Contributing Writer Starting a new business involves many business decisions. It is very important to take the time and plan ahead when deciding if incorporating your business is in your best interest. Spend the extra time now exploring the best
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foundation on which to build your dreams. Consult with experts in the field and consider all options before making any final decisions. Choosing just the right name, the colors of your business cards, incorporation, sole proprietorship, limited liability company, ect., all convey an image of your company. Consider the following benefits regarding incorporation. Corporations and Limited Liability Companies (LLC)’s are both separate legal entities (business structures) that enjoy certain protections under the law and important benefits. Most people form a legal business structure to safeguard their personal assets. Incorporating, or forming an LLC, allows you to conduct your business without worrying that you might lose your home, car, or personal savings because of a business liability. Regardless of their size, all businesses can benefit from incorporating. Some additional advantages of forming a corporation or LLC include:
Personal asset protection.
Additional credibility. Adding “Inc.” or “LLC” after your business name can add instant authority. Consumers, vendors, and partners may prefer to do business with an incorporated company.
Tax flexibility. Though profit and loss typically pass through an LLC and get reported on the personal income tax returns of owners, an LLC can also elect to be taxed as a corporation. Likewise, a corporation can avoid double taxation of corporate profits and dividends by electing Subchapter S tax status.
Perpetual existence. Corporations and LLCs continue to exist, even if ownership or management changes. Sole proprietorships and partnerships just end if an owner dies or leaves the business.
Deductible expenses.
Both corporations and LLC’s allow owners to Both corporations and LLCs may deduct normal separate and protect their personal assets. In business expenses, like salaries, before they ala properly structured and managed company, locate income to owners. owners should have limited liability for business debts and obligations.
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By Christina Robinson Grochett, Contributing Writer
It is not uncommon for people to have a love-and-hate relationship with money. For instance, have you ever met someone who resents rich people, but strives to make more money no matter the sacrifice? One reason a vast majority of working professionals do not become wealthy is because they do not understand the basics of finance and economics. For example, according to the United States Department of the Treasury, about 43 percent of American families spend more than they earn each year. This means the average family carries an estimated $8,000 in credit card debt. As a result, personal bankruptcies have doubled in the past decade. Below are four simple tips to help working professionals gain financial freedom, so they can experience the wealth of life.
Commit to change.
The biggest myth about financial freedom is that drastic changes must be made to one’s budget to become wealthy. This is not true. If one is committed to saving and spending wisely, changing one’s lifestyle by making small adjustments can make a big difference. For instance, pack a lunch rather than eating out every day, carpool with co-workers to save money on gas, or plan for unexpected expenses to help ease overall financial strains. Saving a few dollars at a time adds up over the long term and can help you climb out of debt and into a more financially fit lifestyle.
Recognize Your Weaknesses.
Even as children, we learned that if we wanted something bad enough (e.g., a toy, clothes, a car, etc.), we could calculate how much it costs, save money and buy it. Since this philosophy of “If I want it, I can have it,” is instilled in each of us at such a young age, some professionals find it hard to balance their wants and needs in relation to their income.
Stress Less.
Once the decision to take control of economic burden is made and these simple steps are made, do not give a second thought to “what if” or “what might have been.” Every dollar that is saved helps working professionals get closer to financial freedom and, ultimately, wealthier. So, consider these four simple tips to achieve a successful future that is secure and financially rewarding. Carefully thought-out spending habits and smart investments will inevitably lead to financial security that lasts a lifetime.
No matter what the finances are, the way people are taught to use money plays an integral role in how they budget their finances. Unfortunately, if people do not know how to efficiently manage a salary of $20,000 a year, trying to balance more money will only create additional issues as spending might increase, rather than their saving accounts. The problem isn’t the size of their checkbook; it is the way in which they were taught to use money.
Admire Success.
Christina Robinson Grochett is the campus director for University of Phoenix – Houston.
Donald Trump, Bill Gates and Oprah Winfrey are some of the wealthiest people today. They built their fortunes from nothing and have become household names.
An accomplished leader and champion of higher learning, she was named one of the Top 10 businesswomen by the American Business Women’s Association in 2008.
To become more financially savvy, working professionals should admire the success of others and pattern themselves after these wealthy role models. As they mold their talent and develop their skills, their investments will increase their cash flow. Once people develop a healthy financial lifestyle, success and wealth will not be a dream but a reality. SEPTEMBER 2008
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GET WEALTHY,
NOT RICH By Dr. D. L. Jones, Contributing Writer
In my mind, there is a big difference between being rich and being wealthy. In America, one is considered rich when he has enough money to possess most everything he wants within the coffers of his riches. However, one is wealthy when he possesses enough capital and residual income to posses everything he wants today, and everything he will need in the future, and wealth left over to bequeath to his family once he’s dead and gone.
When you think of such names as Heinz, Reynolds, DuPont, Carnegie or Ford, one can’t help but to think of the contributions that all those families made in the creation of a system that provided careers, opportunities, and financial wellness for the betterment of a capitalistic society and simultaneously producing residual income for themselves. They have become self-sustained entities and literally sign their own checks.
Let’s look at the state of Black America as it pertains to wealth. Was I attended a graduation ceremony at Fisk University where Camille Chris Rock correct when he said during a stand-up comic performance Cosby gave the keynote address. During that address she shared with that there were no wealthy black people, only rich ones? the graduates and the listening audience a piece of advice that Sidney Poitier gave to her husband Bill Cosby in years past. During the 1970’s What percentage of black athletes are truly wealthy? Why is it that so the dynamic dual of Bill and Sidney was making millions starring in many of our black actors, actresses, and singers can be super rich one what some would consider black exploitation movies. It was during day and broke as Joe’s turkey a few years later? this time when Sidney gave Bill a bit of advice that would last a life time: “own as much of yourself as possible”. One only needs to watch BET or MTV to see the rich black superstars showing off their homes, cars, jewelry, clothing, and extravagant life Camille went on to say that Sidney was always adamant about being styles, only to turn on the television three to five years later and watch wealthy and not rich in an industry that sees entertainers come and go. “Where are they now?” He continued to share with Bill that being wealthy is when you can write your own check, become more of an employer than actor, make a conNothing paints the picture of “temporary riches” more than being gain- tribution to society, and at the same time creating residual income while fully employed with a ridiculously FAT crib (house) full of plasma televi- you sleep, eat, and play. sions and a garage full of luxury cars. Look back on the likes of Gary Coleman, MC Hammer, Vanilla Ice, or those who hit the lottery if you’re So, if you want to create wealth, you must first understand what it is. not convinced that being rich is a fickle state of being. Wealth is not the same thing as money. You can have money without having wealth, but you can not have wealth without generating money. The Webster Dictionary defines wealth as “abundant supply; the stock of useful goods having economic value in existence at any one time” We as a people must graduate to a state of spiritual and economic while it defines riches as “things that makes one rich.” awareness that it is wealth we want, not money. Money is only a byproduct of wealth. It is a catalyst by which one moves wealth from one Being wealthy is not only having possessions, but the generation of re- system of creation to another, and financially enhancing people while at sidual income, the ability to produce other wealthy people, and the cre- the same time creating residual income for oneself. ation of a system of activity that generates money for others. When one has the aforementioned components, then he is considered wealthy. Let’s hear the conclusion of the whole matter: GET WEALTHY, In short, a wealthy man maintains a system that creates riches for others, while a rich man makes himself rich and could be making others poor.
NOT RICH!
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Imitation or Inspiration When business owner LaShay Smith was ready to start her MySpace design business, she found the perfect logo and marketing brand. There was just one problem – it belonged to someone else. “I had been having trouble conceptualizing my business, then I saw it on another website and thought, this is exactly what I was looking for!” she said. Naturally, Smith believed there was no way she could literally “steal” someone else’s idea on branding. But marketing experts say that doesn’t mean Smith’s idea has to fall by the wayside. “Remember that branding is about differentiation--emphasizing your company’s differences, not similarities,” said Kevin Davis, VicePresident of D-mars.com. “When you blatantly copy the competition, you’re reminding customers of them, not you. However, there’s a difference between exact imitation and creative inspiration.” Davis says you should use creativity to leverage an existing idea, but avoid replicating its every detail. Be wary of plagiarism, and keep in mind that it’s illegal to copy anything that’s patented or trademarked. Here are some other less obvious things you may be tempted to copy but shouldn’t:
Don’t imitate the name of your competitor make yours as different as possible. Don’t sell McRonald’s or Burger Queen burgers. Also, try to avoid using the same first letter as your biggest competitor. You may like the fact that “AAA Towing” puts you first in the phone book, but it sounds too much like “ABC Towing” to help with your branding. If you have to, imitate a competitor’s marketing strategy or sales incentives do so with extreme caution. Make sure you understand the underlying assumptions first. For example, if a competitor’s sales materials feature an upscale design, maybe there’s a good reason behind it, maybe not. Is there a market for premium-priced goods? Or does the CEO simply prefer an expensive look? Sometimes companies-even bigger ones--have no sound strategy behind what they do. They’re just catering to personal tastes or imitating somebody else themselves. Imitation isn’t all bad, though. Here are instances in which it can be quite beneficial:
Don’t imitate the design/layout of materials. Straight copying a competitor’s materials is bad business because instead of differentiating your business, it makes you look more like your competitor. It’s fine to imitate basics of their material like spacing, but avoid choosing similar colors, graphics and layout.
When being different hurts your customers’ experience.
Don’t imitate the content or style of your competitor’s copywriting,
or you’ll literally sound just like the competition. Instead, create your own unique “voice” and messaging. Good copy has a consistent, strategic tone to it (e.g., conversational, direct, humorous, etc.) that reflects the personality of the company and product. When done correctly, copywriting is an integral part of branding.
the imitate your t ’ n o D r ry colo prima tor uses. ti compe
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g When imitatin ious” bv “o ng hi et som to rt your brings comfo customers.
Select at least one unique color to associate with your company--use it in your logo, on sales materials, product packing, signage, etc.
When being differen t means not meeting established custome r expectations.
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It rarely makes sense to deviate from standard industry terms or navigation rules. For example, changing the “About Us” link to “Leading the Way” on your website may be creative, but it’s less clear and makes customers less comfortable. In some cases, familiarity is crucial.
Say you own a restaurant and your customers are health-conscious. Green is a color associated with health, but your competitors also know this and probably use green abundantly. You don’t need to omit green from your design palette-instead, use it as a secondary color, or choose an unusual but attractive shade of green no one else has chosen.
Industry standards are standard for a reason. It’s risky to deviate from the norm when it means customers may be disappointed. Your goal is to stand out without sticking out. You want your customers’ experience to be comfortable and positive, but also unique. Seeking customer comfort and satisfaction in creative ways is a vital way to build brand equity. 14
New Laws Passed in 2007 by the 80th Legislature
By Judge Joe Clouser, Sr. Contributing Writer INCREASED RESTITUTION AMOUNT FOR BAD CHECK WRITERS Section 45.041 of the Code of Criminal Procedure is amended to allow the Justice of the Peace to direct a person charged with writing a bad check to make restitution up to $5,000, as well as pay a fine and court costs.
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This change applies to any Section 27.031 of the Governsentence pronounced on or after ment Code is also amended to the effective date of September 1, allow JP Courts to now hear Jus2007. tice Court Claims cases where the amount in controversy is up to THEFT OF ALUMINUM, BRONZE, $10,000 (but not less than $200), COPPER WIRING IS NOW A exclusive of interest. FELONY This change applies to a suit Section 31.03(e) of the Penal Code filed on or after September 1, is amended making the punish- 2007. ment for theft a state jail felony if TENANTS LOCKOUT RIGHTS the value of the stolen property is STRENGTHENED less than $20,000 and the property is insulated or noninsulated wire or Section 92.0081 of the Property cable that consists of at least 50% Code has been amended to require a landlord, who locks a aluminum, bronze or copper. This change applies to an of- tenant out of a residential unit or fense committed on or after the ef- property for non-payment of rent, fective date of September 1, 2007. to publish his/her right to change the locks in the lease. JP CIVIL JURISDICTION INCREASED The landlord must post a writTO $10,000 ten notice on the main entry door Section 28.003 of the Government of the delinquent tenant’s dwelling Code is amended to allow JP unit 3-calendar days before the Courts to now hear Small Claims date on which the door locks are cases where the amount in contro- to be changed. That notice must versy is up to $10,000, exclusive of state the earliest date that the landcosts.
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lord proposes to change the door locks, the amount of rent the tenant must pay, the name and street address of the individual to whom the delinquent rent can be discussed or paid during the landlords normal business hours. That notice must also state in bold, underlined print, the tenant’s right to receive a key to the new lock at any hour, regardless of whether the tenant pays the delinquent rent. If the landlord violates this section, the tenant can either recover possession of the premises or terminate the lease; and may recover a civil penalty of one month’s rent plus $1,000, as well as actual damages, court costs, less any delinquent rent and/or other sums owed to the landlord.
Landlords should be aware of other notices now required in Sections 92.0131, 92.019, 92.020, 92,056, 92.3515 and 92.355 of the Texas Property Code. There may be costly penalties for violations. These amendments apply only to a lease agreement or a renewal of a lease agreement entered into on or after January 1, 2008.
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Barbara Calbert, Owner It took ten years from the time Barbara Calbert moved to Missouri City to the day the doors opened to Jazz It Up Café and the decision to add another venture to her portfolio has been well worth the wait. “Missouri City is and can be a very prosperous and productive and entertaining city, just as any of our neighboring cities if more effort is placed on development and keeping business in our own city,” said Mrs. Calbert. “The
motivation behind opening the restaurant was a desire to invest in other projects and there just happened to be an opportunity right in our neighborhood.” Jazz It Up Café’s slogan is “Come for the food, stay for the ambiance”, one focused on elegance and relaxation. “It’s a cozy and contemporary decor perfect for “date night” on a Wednesday or Friday evening with your spouse, where you can have dinner and enjoy your favorite bottle of wine, yet still casual enough to bring the whole family for dinner and dessert any day of the week (except Mondays),” explained Mrs. Calbert. Food selections at the restaurant range from smothered pork chops, oxtails, to grilled tilapia, garlic roasted chicken with sides to include Ruthie’s cornbread dressing, dirty rice, mustard greens w/smoked turkey, grilled zucchini, spicy cabbage, red beans & rice just to name a few, and specialty salads such salmon salad, grilled shrimp or chicken Caesar. Customer favorites are the smothered pork chops and fried catfish, as well as the lemon pepper grilled tilapia. A favorite dessert is certainly the homemade peach cobbler and the bread pudding w/ bourbon sauce. On weeknights from Tuesday through Sunday, guests will always experience the background sounds of Jazz It Up Café’s specially selected house jazz music while dining. Friday, Saturday, and Sunday guests will experience an ensemble of live jazz entertainment while enjoying dinner or their favorite beverage. There is no cover charge for entrance because the Café is first and foremost a restaurant, rather than a lounge. The experience of wonderful live jazz entertainment is dependent on the exceptional patronage of their guests. Why jazz? “We chose jazz first because we love it, its so soothing and soulful; it relaxes your mind and takes you to places that you’ve been before or would love to go, and allows you to fantasize about things you’ve done or would love to do.”
Guests can expect to hear contemporary and traditional jazz from artists such as Najee’, Kirk Whalin, Mendi Aber, Peter White, Boney James, Dave Coz, The Rippingtons, Gerald Albright, traditional sounds from Duke Ellington, Miles J., Grover Washington Jr. and Nancy Wilson. Also featured is live jazz from local artists such as Dave Marcelin, Theresa Graysin, The Groove, The Ron Cole Trio, Jon Rochelle and others. The Café will soon be adding live Gospel Jazz Talent on Sundays and prospects for Open Mic Nite on Wednesdays for spoken word and vocal talent, always with jazzy undertones or background in the near future. “We had never thought or dreamed of owning a restaurant; however, my family has always pondered the idea of selling my mother’s recipes. We love the idea that others are so pleased and satisfied by cuisine that’s made with love, just as our parents did for us. My sister Lois (Head Chef) and I love cooking and sharing ideas and we entertained and fed so many of our friends, organized parties and social events for many people, so we decided to capitalize on a concept that my husband and I have a passion for: jazz, good food and entertainment.” Jazz It Up Café also offers bands the opportunity to showcase their talents while entertaining for birthday parties, wedding receptions, bridal and baby showers, corporate luncheons, etc. What makes it so worthwhile? “The community has been very supportive of our business. Special thanks to everyone who supported us from the beginning and we pray to have continued support. There are several neighborhoods that have not been touched, and we hope to have as many of those as possible come support our restaurant.” Jazz It Up Cafe is located at 2899 Dulles Avenue in Missouri City, Texas 77459. Please call 281-788-9375 or visit www.jazzitupcafe. com for more information.
Your Health Is Your Wealth
By Shirley Williams, Contributing Writer Independent Distributor for Ardyss Products
Future Customers and Distributors of Ardyss International In an age where good “looks” and good “health” prevails among today’s women, there exists a company that seeks to answer the call to achieve those goal; when self-esteem is needed to stay focused, Ardyss International will be there. This company offers a wide range of products that not only beautifies the outer appearance but helps strengthen from within. Ardyss tackles common health issues by providing products that help strengthen the immune system, reduce fine facial lines, and help with digestion. This company uses Body Magic with its unique design that exerts pressure on the abdomen which prevents fatty tissue build up. This design reshapes one’s body from breasts to thigh. The end result will be those curves that a woman only dreams of and in turn, will build her self-confidence and esteem. You will not find a better company whose team of distributors strives for customer satisfaction. This team attempts to personalize each and every customer’s experience, which ultimately results in a happy customer for life. I encourage every woman to support Ardyss International and its efforts. I also hope that everyone will take advantage of all that is offered by the Ardyss team because this is the opportunity of a lifetime. Hopefully, our customers will spread our good works and encourage others to become a part of our distributing team. Independent Distributor for Ardyss Products SEPTEMBER 2008
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Though there are few misses, Mop’s Grill’s offering of its famous Mahi-Mahi burgers and zesty seafood dishes are the strongest of the menu’s eclectic variety of palate pleasing tastes. Mop’s Grill is sure to please with its hearty and nicely seasoned soups that are an absolute delight accompanying its Caesar, House, Spinach and Grilled Shrimp salads. For patrons that are “on-the-go,” a nice selection of Italian pizzas and seafood tacos will fulfill that hunger. We dare not let you leave without tasting the absolute best homemade desserts from the most delicious homemade Red Velvet cake to Aunt Gladys’ key lime pies to our owner, Clinette’s, very own homemade cheesecake.
By Clinette Garces & Annie Law Contributing Writers Mop’s Grill is a mother-daughter owned and operated restaurant that offers the best down home cooking in Texas. From Burma Jean’s catfish and grits to Rosco’s Wings and Waffles (weekends only) to Chicken George’s grilled chicken sandwiches for lunch, these fan favorite entrees are sure to satisfy your taste buds.
There is a need for a family place that will house those values that many hold dear. Such a place is in progress and being brought to you courtesy of Christian Bible Church. Christian Bible is the place where people can find hope, fulfillment and vision for their lives. We are committed to touching Missouri City and the surrounding Houston area by developing a community of believers that will model the love of Christ as they go throughout the city sharing the Power of His love. The Christian Bible Fellowship has become so committed to Christ’s vision of spreading His love that The Powerhouse of Love has been added to our name!
Mop’s bright red and golden yellow walls are warm, inviting and welcoming to all its patrons. Be it the lunch-time workers, college students or neighborhood families, the laid-back environment is one that most will find comfortable and pleasant. Its central location and kid-friendly atmosphere should appeal to the surrounding neighborhoods as a place to call home away from home. The kitchen staff and servers wait on the patrons with alacrity and is the reason Mop’s Grill is known for its outstanding customer service. Mop’s Grill is founded on generations of family recipes and is a place one can certainly feel like part of the family. Everyone who enters and leaves will never forget there’s a lotta’ love in Mop’s cookin’! Mop’s Grill is located at 8551 Hwy 6 South #200, Missouri City, Texas 77459 @ the corner of Sienna Parkway and Highway 6. Please stop by or call 281-778-6900 for more information.
munity by providing excellent Christian environment and education with Christian curriculum. The Academy also provides jobs to those in the Missouri City and Houston area. Currently, the Academy offers infant child care and academic education for children ages 2-5 and an after school program for children through age 12. Pastor White’s main goal is to provide the Houston and Missouri City area with a Christian fellowship and a facility that can draw the community closer to the purpose of God. The fellowship is being guided by the vision of Christ’s commandment to love and through the power of this love people are experiencing fulfillment and a purpose for their lives.
Pastor Rudolph White Jr., Founder and Senior Pastor of Christian Bible Church in Missouri City announces that plans are well underway to begin construction of a new ministry facility. CBC has moved from its original location at 3710 McHard Road to its current location, 1314 Turtle Creek Drive in order to make preparations for the new facility. The new facility will house an office complex, classrooms, full size basketball court, indoor children’s playscape, a coffee shop, a book store and Christian Bible seeks much more... to go beyond SunPastor White along with his wife, Valarie White, are residents of Missouri day service and Bible City and take great pride in their community. Pastor White has estab- Study to offer the comlished himself through applied studies at Luther Rice Seminary, South- munity a haven filled western Theological Seminary, has obtained his Bachelors of Biblical with love and supStudies degree from the College of Biblical Studies and has obtained port. Christian Bible Church operates to his Master’s Degree from Faith Seminary in Tacoma, Washington. touch lives one by one He is vastly known and appreciated for his eloquent expository preach- through the power of ing and teaching gift that refreshes, restores and ushers people into the love while “Exposing the Power of God’s Word presence of God. Verse by Verse”. In addition, there is the Christian Bible Academy, which has also moved to the 1314 Turtle Creek Drive location. The Academy serves the comSEPTEMBER 2008
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Tips to build your brand Are you looking to build your brand? Proper branding is critical to your long term success. A lot of people think of branding as logo development. But in reality, branding is managing the thoughts and feelings of your customers to ensure that you are what they desire. If your desired brand image isn’t what’s in the minds of your target audience, you’ve got to figure out where the gaps are and how to address them. And fixing those issues is hard work because the old adage still rings true the customer is always right. These quick tips will help you understand what is and isn’t important in building your brand.
Prepare a one page corporate overview. This one pager will be vital as a leave behind when you meet a prospect. Use short sentences in short paragraphs - people like to read quickly. Also make it very conversational; it’s not a white paper. Your one page overview should include your value proposition, target audience benefits, previous audience experience and a mini-case study - and don’t forget your contact information. Participate in local business events. And by participate, that
means be on a committee. Just showing up at events is great, but you’re just a face in the crowd. Ask to be on one of the committees. Believe it or not, it’s as simple as just asking most of time. choose MSN as your search engine over Google because of their logo? No, having a nice professional logo is great, but it Groups are looking for volunteer help and it’s a great way to elevate very rarely increases sales. A professional logo is great, but don’t think your status and visibility among the entire organization. you need to spend a fortune on it. It’s more important to include your logo on every piece of communication. Put it on business cards, letterDo what you say you’re going to do. It may sound like comhead, envelopes, invoices, yellow page ads, building signage, newsletmon sense, but one of the primary drivers of brand loyalty is ters, etc… a consistent experience. If you say you’re going to have the photographs ready on a set day, be sure they are ready. Nothing leaves Have a professional website. It’s not just good enough to just a bad taste in someone’s mouth like missed expectations. Positive exhave a website, you must reflect your brand image. If you’re periences lead to good feelings which lead to telling their friends. But known as a top notch photographer, the last thing you want is don’t forget that bad experiences spread much faster and are harder to a website designed 10 years ago. It doesn’t reflect well on you. Every- overcome - if you get a chance at all. one, yes everyone, uses the web today to check references. If someone recommends your service, you can almost guarantee that they will go Stand for something. People latch on to something they can online to look for you. Your website design should be updated at least understand and appreciate. If you’re trying to be everything to every two years to stay current. everybody, chances are you’ll attract no one. If you think it’s too controversial to choose a niche, remember the power of being seen Blogs are good. Blogs help your business on multiple levels. as an expert. Experts are not good at everything, they’re awesome at First off, valuable content on a consistent basis will make you one thing. This allows you to better position yourself and charge more look like an expert. People are looking for experts, not ap- for your services. People seek out experts, not generalists. prentices. The software that powers blogs has multiple advantages. It’s very easy to publish. It’s a database driven environment where style is Realize that you’re not in control of your brand. That’s right, separate from content so you will not need to go back to your web deyou only set the direction for your brand. Your actual brand sign agency for every little change. And use of tags and sitemaps make image is determined by your audience. You can use these tips basic search engine optimization easy. But the real reason blogs are to ensure alignment between your desired brand image and your actual great is that they enable conversation. Two-way dialog is much more brand image in the minds of your customers. Branding isn’t a one shot valuable than a company that just dumps messaging and collateral on deal, it’s an on-going juggling act of marketing, research and conversatheir customers. tion. If you’re not tapping into those conversations with your audience, how do you know what their real impression of you is? How will you Blogs are good, but they’re just one tool. A blog should not know how to address it? Brand growth comes from alignment. You have be your sole marketing strategy. You should have a compre- to ensure that your actions, stationary, website and marketing efforts hensive multi-touch marketing plan to get your value proposi- put out the right image. But you cannot stop there; Those are pre-sales tion in front of your target audience. This can take many forms. You can activities that get you noticed and hopefully bought. You also have to launch a direct mail campaign, email campaign, host a webinar, spon- ensure that all actions and engagements during the sale and post-sale sor a local event, attend a trade show, attend networking events, cold are positive and in line with your desired brand image. If your audience call prospects, win awards, etc… There are a thousand different ways has a different view of you than you’d like, then you need help. And it’s for you to be noticed. You have to find the best combination of methods probably best to bring in an outside perspective. for your strategic goals. Data shows that people need to be exposed to a brand at least seven times before they buy. If you simply do one touch and stop, you’re wasting valuable budget dollars and probably wondering why your efforts are not successful.
The design of your logo really doesn’t matter. Would you
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Houston’s Community Champions Released to Do Greater Works By Jeffrey L. Boney President/CEO Houston Citizens Chamber of Commerce
Sharon Phillips and Jeffery Boney Houston’s long-time Community Champions Sharon Phillips, first vice president and Vern Stockton, president, community and external affairs, both of Washington Mutual Bank were rewarded in grand style at a community celebration on Thursday, August 7, 2008, at Grooves Restaurant and Lounge.
Vern Stockton and Jeffery Boney Several members of the “Friends of Sharon Phillips and Vern Stockton” host committee acknowledged the WaMu team’s commitment to the community and delivered heartfelt remarks including: Keith Davis, Sr., Joel Clary, Jackie Hoyer, Francis Page, Jr., Dr. John Codwell, Reverend Leslie Smith, Carla Lane, Denita Holmes and Anhlan Nguyen, to name a few.
Sharon and her husband arrived by limo to Grooves where they were met at the door by some of Sharon’s dearest friends. The ladies formed Sharon and Vern both plan to continue their work in the community with exciting new ventures. a makeshift red carpet entrance with red napkins. MWH Public Relations assisted with the event coordination and helped Sharon relayed that she will launch a consultancy called Multicultural set the ambiance for the evening, while Grooves Restaurant prepared a Connections Public Relations. The firm will assist organizations and individuals with public service relationships and partnership development lavish cuisine spread in honor of the occasion. skills and services, event preparations and media presence. One of the Washington Mutual Bank is relocating its Community Affairs Depart- primary focus areas of the firm is connecting community leaders with ment and functions to the company’s Dallas and headquarters in Se- the community to provide programs for youth and adult development, attle, Washington. Effective August 15, the Houston Community Af- entrepreneurial opportunities, social awareness events and galas, and fairs Department was dissolved. Also celebrated and recognized were informative seminars. WaMu Community Affairs Department team members Barbara Moore, Maryanne Miller, Gloria Sanderson, Michelle Miller, Andrea Cavanaugh “When one door closes another one opens,” said Boney. “I believe you should give people their roses while they can still smell them. We anxand LaKeitha Hines. iously await the next chapter in these leaders’ lives and know they will Over 300 political, nonprofit, community and corporate leaders, friends, continue to be strong community advocates.” family and colleagues poured into Grooves to share in the celebration. All were moved to thank Sharon and Vern for the corporate leadership they exemplified in the Houston community to deliver to nonprofits counsel as well as financial support. “Sharon and Vern have a heart to serve,” said Houston Citizens Chamber of Commerce Jeffrey L. Boney, the event coordinator. “We wanted to do something to show our gratitude for their commitment to leading the way in supporting organizational efforts. In many respects, WaMu was the first to step up to provide financial support to several organizations. We appreciate the belief and vision they both demonstrated. Because of their foresight, these organizations are now delivering excellent social services to the communities they serve.” Congresswoman Sheila Jackson Lee delivered remarks during the celebration. The Congresswoman commented on Sharon’s and Vern’s ever-present smile and willingness to go the distance and assist where help was needed. SEPTEMBER 2008
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The Challenge is On!
Jolanda “Jo” Jones By Elvia Valdez Council Member, Jolanda “Jo” Jones, a former contestant from the popular CBS reality series, Survivor and Mayor Bill White, the honorary chair, are bringing the jungle to Houston on the lush green banks of Buffalo Bayou in downtown Houston. The Houston “Survivor” Challenge, will be held Saturday, October 25, 2008. This event will give 20 Houstonians the opportunity to compete with and against real celebrity “Survivors”, and other reality stars, in a full day of physical and mental challenges, culminating in one top winner. For those not participating, there will be a chance to cheer
on your favorite reality star as this event will be free and open to the public. a Channelview native and graduate of Northshore High School. Another highlight is HousThe challenge will consist of four full days tonian Uchenna Agu, who along with his wife of activities (October 23-26), including a VIP Joyce, won Amazing Race All Stars, will serve reception, fashion show and trip to Galveston as the host of the event. with the reality TV stars. There will also be “Pygmy Island” challenges for children and Proceeds from the 2008 Houston “Surviyouth to participate. vor” Challenge will benefit the Buffalo Bayou Partnership (www.buffalobayou.org) and the Some of the reality show alumni who are U’jana Conley Foundation for SIDS (www. participating include Vecepia Robinson, Win- ujanaconleyfoundation.org). We look forward ner, Survivor Marquesas; James Clement, twice to your participation as we turn the banks of voted Fan Favorite, Survivor China/Fans vs. Buffalo Bayou into a jungle you are sure to surFaves; Twila Tanner, Runner-Up, Survivor Vanu- vive! atu; Katie Gallagher, Runner-Up, Survivor Palau; Erik Reichenbach, Survivor Fans vs. Faves; Ami For more information or to set up an interCusack, Survivor Vanuatu/Fans vs. Faves; Bob- view, contact Council Member Jolanda “Jo” by Jon Drinkard, Survivor Palau/Guatemala; Jones’ office at 832-393-3006 or Elvia Valdez, Bruce Kanegai, Survivor Exile Island; Coby Ar- Press Secretary at 832-393-0782. cha, Survivor Palau; Rita Verreos, Survivor Fiji/ Miss Venezuela; Lea “Sarge” Masters, Survivor TO BE A CONTESTANT, if you think you Vanuatu; Tyler Denk & James Branaman, Win- have what it takes, or for more information, ners, Amazing Race10; Eric Sanchez, Winner, log onto www.ujanaconleyfoundation.org!!!! Amazing Race8; Nikki Obrien; Amazing Race5/ Deadline to apply is October 15th. Miss Teen Texas; James Rhine, Big Brother6/ All Stars; Diane Yoo, Miss Asia USA 2008; and Natalie Bolton, Survivor Micronesia, who is
Jeffery Craft & Roman North
Easterners or other foreign residents so we decided it was our turn,” said Craft. Roman North and Jeffery Craft met ten years ago in the Navy where from day one they were making an impact in every country, city and state they traveled. North, who was already a successful business owner, came up with the idea to open a Cricket store and called Craft. Craft, without hesitation, said “Let’s Go.” With over ten successful years of sales and training under his belt, Craft only needed the know-how and determination and the two created the perfect match yet again. “We finally opened our doors in May of 2007. We sell new and used Cricket phones, service and accessories; we have low payments and have the capability to flash phones as well.” Cricket is a simple, affordable wireless service offering consumers and businesses a flat rate without sharing or limiting your minutes to talk or text. Cricket has service in over 60 calling areas in over 23 states with roaming plans available for those who travel often. For people who want to save money, talk comfortably with friends and family without rushing, and not be tied to a contract, Cricket is the answer. “Even customers using Sprint and Verizon Wireless service are bringing their phones to Cricket for us to convert, so you should come see us too,” said North. “We do have business interest in other ventures such as entertainment concerts in Houston, screenplays and the trucking industry, but Cricket is our baby,” explained Craft.
Cricket Wireless is the pioneer in the cell phone industry offering unlimited service with no commitments and no credit checks. Jeffery Craft and Roman North are also pioneers in their own right. Craft and North opened the first black-owned Cricket franchise store in Missouri City, Texas and just celebrated their one-year anniversary. “In the beginning, it took over six months of researching, planning Cricket is located at 1937 Texas Parkway in Missouri City (across and going over our marketing strategy,” said Craft. “During that time, we recognized that there is a shortage of African-Americans who own from the Post Office). The store is open daily from 10am-7pm and closed cellular phone stores. The industry is primarily dominated by Middle on Sundays. Please call 281-403-1505 or stop by for more information. SEPTEMBER 2008
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CNN Analyst Roland Martin to Deliver Keynote Address at 14th Annual African American Business Achievement Pinnacle Awards in Houston
Roland Martin Roland Martin, nationally renowned, awardwinning and multifaceted journalist, will deliver the keynote address to more than 1,000 guests at the 14th Annual African American Business Achievement Pinnacle Awards (Pinnacle Awards) in Houston on Friday, Oct. 17, 2008, at the George R. Brown Convention Center, 1001 Avenida de las Americas, Houston, TX 77010. The reception and silent auction, hosted by Jones Magazine, will begin at 6 p.m. The awards dinner program will begin at 7:30 p.m. and conclude at 9:30 p.m. The Pinnacle Awards are hosted by the Houston Citizens Chamber of Commerce (HCCC), one of Texas’ oldest and largest African-American chambers of commerce. This year’s ceremony, where the awards will be presented Oscar® style, is themed “Honoring Houston’s Entrepreneurial Elite.” Shell Oil Company is the title sponsor for the second consecutive year. Named by Ebony magazine in 2008 as one of the 150 Most Influential African Americans in the United States, Martin’s “In Conversation: The Senator Barack Obama Interview” won a 2008 NAACP Image Award for best Interview. Martin also is a popular CNN contributor. He was named one of the top 50 political pundits by the Daily Telegraph in the United Kingdom and was awarded the 2008 President’s Award by the National Association of Black Journalists (NABJ) for his work in multiple media platforms. Martin is a commentator for TV One Cable Network and also host of “The Roland S. Martin Show” on WVON-AM /1690 in Chicago. In Aug. 2007, he joined Essence magazine as a special correspondent, writing a bi-monthly column and a daily blog on Essence.com. An insightful and provocative analyst, Martin has appeared numerous times on MSNBC, FOX News, Court TV, BET Nightly News, BBC SEPTEMBER 2008
News, National Public Radio, The Word Network, America’s Black Forum, American Urban Radio Networks, the Tom Joyner Morning Show, and NPR’s News and Notes. Martin is the author of “Listening to the Spirit Within: 50 Perspectives on Faith.” Additionally, he is a member of NABJ, and a life member of Alpha Phi Alpha Fraternity, Inc. Martin is a 1987 graduate of Jack Yates High School-Magnet School of Communications, and a 1991 graduate of Texas A&M University, where he earned a bachelor’s of science degree in journalism. In May 2008, Martin received a master’s degree in Christian Communications from Louisiana Baptist University. “Roland Martin is a fellow Jack Yates High School graduate, so I was doubly excited to bring him home to Houston for the Pinnacle Awards,” HCCC President and CEO Jeffrey L. Boney said. “Roland will present his insights on the current political climate and what it means for business owners.” The Pinnacle Awards are the highest award for entrepreneurial excellence presented by HCCC. The Pinnacle Awards spotlight and honor African-American businesses that have achieved success by combining vision, determination, commitment, perseverance and dedication to building strong communities. Pinnacle Award nominees must be 51-percent African-American owned, a for-profit business for a minimum of three years, and located in the Greater Houston Area and surrounding cities. Three nominees will be selected in each category and one winner from each category will win. Entries were categories:
accepted
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• Healthcare (e.g., doctors, healthcare providers, dietitians, therapists, counselors, veterinarians) • Construction and Real Estate (e.g., project managers, civil engineers, engineers, architects, building services providers, realtors, developers, interior designers, appraisers, organizers) • Hospitality (e.g., restaurateurs, caterers, concierge professionals, chefs, housekeeping, hotel ownership/management)
• Financial Services (e.g., CPAs, financial services firms, insurance firms, mortgage companies) • Legal (e.g., lawyers, paralegals, private investigators, private security guards, forensic scientists) Two awards introduced last year, The Mack H. Hannah, Jr. Upstart Business Award and the Advocate Award, will be permanent programs of the Pinnacle Awards gala. One winner will be selected for each award. The Mack H. Hannah, Jr. Upstart Business Award recognizes a burgeoning African-American business with a high potential for success. The award recipient receives resources and a $2,500 cash injection to the business. The Advocate Award honors an organization that has been a true champion for African-American small businesses in the Greater Houston Metropolitan area by empowering, doing business with or providing business opportunities to African-American businesses. Pinnacle Sponsors to date include: Title Sponsor Shell Oil Company; VIP Reception Title Sponsor Comerica Bank; Advocate Award Title Sponsor KBR; Advocate Award Presenting Co-sponsor H-E-B; Upstart Award Co-sponsors Capital One Bank and DiverseStaff a Lane Staffing Company; Official Airlines of the 2008 Pinnacle Awards Southwest Airlines; Bronze Sponsors: Chevron, Merrill Lynch and Wells Fargo; and Table Sponsors George R. Brown Convention Center, Houston Minority Business Council, Nationwide Insurance, Silver Eagle Distributors, Unity National Bank and Washington Mutual Bank; and Media Partners KRIVTV Fox-26, KTXH-TV My 20, Radio One (KMJQ Magic 102.1 FM, KBXX 97.9 The Box and KROI Praise 92.1 FM), The Wash Allen Show, Houston Business Journal, D-MARS.com, I-10 Media Group, Jones Magazine, Rolling Out Magazine, DBA Business Media and The Houston Sun. Pinnacle Awards sponsorships are still available. To sponsor, purchase a table and to reserve advertising space in the popular Pinnacle Awards souvenir booklet, please print a sponsorship packet from www.hccoc.org or contact Margo Williams Handy, MWH Public Relations at 281.213.9554 or e-mail info@ mwhpublicrelations.com.
About Houston Citizens Chamber of • Professional Services and Sales (e.g., Commerce: manufacturers, distributors, wholesalers, Founded in 1935, the Houston Citizens Chamconsultants, retail, staffing, barbers, stylists) ber of Commerce has a mission to help secure business opportunities for African-American • Communications (e.g., authors, print me- business owners, entrepreneurs and profesdia, speakers, photographers, telecommu- sionals and provide them with programs and nication specialists, visual communicators, forums to educate, equip and empower the videographers, marketers, PR firms, graphic growth and prosperity of their businesses. For more information, log onto www.hccoc.org or designers) call 713.522.9745. • Information Technology (e.g., hardware/ software companies, programmers, designers, robotics, computer scientists, computer repair technicians) www.
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Strategies for Successful Career Branding plishments are the foundation of your career brand. But before you seek out new work, take the time to plan and focus on what you want your brand to stand for -- and develop a strategy for gaining experience in areas of your brand in which you are weak. So, besides doing your job, ask for new and challenging assignments that will build your brand. Consider freelancing or consulting. Use volunteering to gain experience. If you’re a student, seek out multiple internships.
By Carla Lane Contributing Writer What is it that all successful companies have mastered -- and what job-seekers looking to advance in their careers need to master? What is it about Coca-Cola, Microsoft, Starbucks, Disney, and McDonald’s? What makes a consumer buy one product over another -- and makes one job-seeker much more sought after than others? The answer is marketing, but more specifically it is the power of branding. And branding isn’t just for products anymore. Branding can be described as many things, but it’s best defined as a promise… a promise of the value of the product… a promise that the product is better than all the competing products… a promise that must be delivered to be successful. Branding is the combination of tangible and intangible characteristics that make a brand unique. Branding is developing an image -- with results to match. Branding (some call it self-branding when talking about individuals) is essential to career advancement because branding helps define who you are, how you are great, and why you should be sought out. Branding is your reputation. Branding is about building a name for yourself, showcasing what sets you apart from others, and describing the added value you bring to a situation. Most job-seekers are not proactive in establishing and building their career brand, letting their actions speak for them when seeking promotions or new jobs. But why not take the time to master some very basic tactics that can help build your career brand and make you a much more attractive employee or jobseeker? Remember, if you don’t brand yourself, others will for you. And while you may be happy and secure in your job now, you really never know when that will change.
Complete Education/Training For many careers, a minimum amount of education is necessary, but to excel in your career you may need to complete additional education, training, or certifications. Getting additional education can greatly enhance your career brand. It may be hard in terms of time and finances, but find a way to do it. Some employers even offer an educational reimbursement benefit. If you are unsure if you need more education -- and you probably do -- seek out a mentor, someone highly respected in your field (who has branded himself or herself well), and ask for advice.
Promote Yourself
You can have an amazing brand, but if no one knows about it, you are not going to have much success with your career development. And no one more than you has more reasons to promote your brand. Throw modesty out the window? There is a fine line between bragging and promoting -and you need to learn it -- but it’s always better to err on the side of promoting your brand than not. One of the oldest tools of promotion for jobseekers is the resume, and you certainly need to start there by listing all your key accomplishments, skills, and education on your resume. You may even have your positioning statement (qualifications summary) on your resume… but don’t stop there. Begin developing two career portfolios -- a print one and an online one. If you don’t have a personal Website, now is the time to buy a domain (such as myname.com) and let the world read all about the benefits of your brand. Your portfolio should include all important brand artifacts: resume(s), mission statement, detailed accomplishments list, samples of work, articles and working papers, speech transcripts, awards and honors, testimonials, and more. One interesting trend we’ve seen is of emBuilding your brand begins with tracking your past accomplishments and gaining strategi- ployers “Googling” the names of prospective cally important new experiences. Your accom- job-seekers -- typing each name into one or
more Internet search engines -- and basing initial candidate screening decisions partly on the number (and quality) of hits for each jobseeker. The lesson? Your brand needs to have a strong online presence. And finally, don’t forget to promote your brand on the job. Workers often assume the boss knows your accomplishments, but often times s/he does not. Certainly at review time, have a list of all you have achieved since your last review, but also consider finding ways to let the boss know your successes throughout the year.
Build Relationships Nothing in marketing is more powerful than a promotion tool called word-of-mouth, which can be defined as what people say about you. Thus, nothing is more powerful in building your career brand than what your network of contacts -- your friends, colleagues, customers, clients, and former bosses -- say about you and your set of skills, education, and accomplishments. And keeping your network strong involves nothing more than relationship building. Keep in good contact with your network and be sure they know of your most recent successes. But the best brand-builders don’t stop with their current network; these folks are in constant network-building mode. Search out new professional associations as well as the growing number of online networking communities. Once you identify and build your brand, remember to continue strengthening and protecting it. There will always be competing brands (job-seekers) ready to fill any gap you leave behind. You are indeed founder and CEO of Me, Inc., and the more you do to cultivate your career brand, the more successful you’ll be with your current employer and in the jobsearch.
Gain Experience/Track Accomplishments
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Major Houston-Headquartered Staffing Firm DiverseStaff, Inc. Changes Ownership and Name The DiverseStaff executives announced on Monday, August 25, 2008 that Carla Lane, the new president and chief executive officer, will take the helm of the company, and the company’s name will change to DiverseStaff a Lane Staffing Company. Lane purchased the company’s brand name from DiverseStaff, Inc.’s former President and Chief Executive Officer David Harris, in March 2008. DiverseStaff a Lane Staffing Company is a comprehensive employment-solution provider. Lane joined DiverseStaff, Inc. in 2003 as senior vice president and chief operating officer and was responsible for the company’s overall financial strategy and financial processes as well as branch operations in Houston. Since that time, she has transformed its business strategy, adding new higher-margin business lines and increasing community involvement. “I look forward to continuing to build upon the successes of the prior leadership,” said Lane. “We’ve grown the footprint of the company by nine states and expanded our client base of Fortune 100 and 200 clients. This year, we are implementing a new direction for the company that will allow us to serve our clients and our job seekers at a higher level of expertise.” Under the new DiverseStaff a Lane Staffing Company, umbrella organization, seven operations have been established:
7. DiverseBizJobs.com – Job posting and job search Web site
2. DiverseScreening & Testing – Pre-employment screening and testing 3. DiverseStaff – Temporary and contract staffing 4. DiverseTraining – Employer training, employee training programs and
About DiverseStaff a Lane Staffing Company
“We found that our clients are looking for one company to handle their entire employment needs with precision and professionalism,” said Lane. “This is our specialty, and the new umbrella organization clearly defines our staffing approach to provide comprehensive employment solutions to our clients and excellent training and employment opportunities to a multi-cultural workforce.” DiverseStaff a Lane Staffing Company, currently operates in Houston, Dallas/Ft. Worth and Port Arthur, Texas; Orlando, Fla. Clients and associates are served in Arkansas, the District of Columbia, Louisiana, Maryland, Pennsylvania, Missouri, Minnesota, Massachusetts, Oklahoma and Texas. During the Houston Minority Business Expo 2008, occurring Sept. 10-11, DiverseStaff a Lane Staffing Company, will be awarded the HMBC Strategic Alliances Award. The award honors businesses that are active participants in forming strategic alliances between prime vendors and minority subcontractors. The award is in line with Lane’s philosophy of “taking care of the people first and the bottom line will take care of itself.” For more information regarding DiverseStaff a Lane Staffing Company, employment solutions, please visit www.diversestaff.com, call 1. DiverseRecruiting Specialist – Permanent placement, direct hire and (713) 522-0000 or toll free (866) 372-0008. specialized recruiting
workforce development
5. DiversePayroll Partners – Payroll processing and tax compliance 6. DiverseHR Consultants – Employment administration, benefits, com-
DiverseStaff a Lane Staffing Company is a comprehensive employment-solution provider. Headquartered in Houston, the company has additional offices in Dallas/Ft Worth and Port Arthur, TX, and Orlando, and serves and associates in Arkansas, District of Columbia, Louisiana, Maryland, Pennsylvania, Missouri, Minnesota, Massachusetts, Oklahoma and throughout Texas. Visit www.diversestaff.com for more details.
pliance and safety programs
Rebuilding your brand
So you have had a brand for several years but you think it’s time to rebuild your brand. No need to worry, there are many ways to rebrand your business. Some of those reasons are positive (two organizations have merged or a company has significantly expanded its offering), while others are less rosy (the current brand has been tainted in some way or has become outdated). Regardless of the reason for rebranding, there are right and wrong ways to go about it. The first step is determining the extent of the rebrand, which will typically be determined by the reason for wanting to change market perception. In situations when a brand has been firmly established yet is simply outdated or needs to be refreshed due to the addition of new products or services, tweaking is required, rather than a full-blown rebrand. In these cases, you don’t want to eliminate the brand value that’s been developed over the years, but merely make subtle changes to update it or make it representative of an expanded offering. Aunt Jemima is a great example of tweaking a well-established brand to update it. The image used for years on its products--an African-American “blue collar” woman--was simply out of step with today’s mores. Rather than completely change the brand, Aunt Jemima updated the woman to reflect a more professional image. SEPTEMBER 2008
Corporate mergers will often result in complete rebrands. When organizations have failed to establish a brand, or have been through any kind of scandal, total rebranding may also be in order. In these cases, the intent is to erase any previous brand identity and replace it with completely new imagery and messaging. Sprint is an excellent example of a total rebrand, necessitated when the company merged with Nextel. The company eliminated the angular logo (and red corporate color) that seemed indicative of inflexibility and replaced it with a more fluid logo--placed on a cheerful gold background--that reflects the company’s friendliness and flexibility. Not all rebrands are successful. Do you remember New Coke, for instance? While it’s impossible to know for certain what the outcome of a rebrand will be, you certainly can put yourself in a position to be successful by making solid decisions, beginning with building a brandplanning team. Trusted employees should be included, and perhaps even some valued customers, so you can receive external input. Next up is reviewing the way the company operates, to ensure that internal processes and procedures are appropriate given the new brand messaging, or determine that they need to be altered in some way. Following that exercise, an exciting rollout needs to be orchestrated; employees must be passionate about the new brand, so they can generate passion in the marketplace. Every department should be involved, since rebranding isn’t merely a marketing function, but a companywide endeavor. Once the initial excitement dies down, it’s important to sustain the new brand by instituting an ongoing program for measuring employees’ consistent and complete use of it. Maintaining brand integrity within a company puts you on a path to market buy-in, which is the very reason for rebranding www.
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Build loyalty
with inexpensive branding
Many small businesses are good at pursuing a relationship with customers, but they aren’t as good at nurturing it. Nurturing a relationship allows you to reinforce your brand and increase brand loyalty. This also helps you weather the storms of increasing competition. For example, your competitor may drop its price, but your customers will remain loyal to you. Furthermore, small businesses have a “leg up” over large competitors because they’re more flexible and personalized to the individual customer. Many entrepreneurs assume branding is expensive. But reinforcing your brand doesn’t need to cost a lot. Here are 10 easy, inexpensive ways you can boost your brand:
difference between you and your competition, create one and consider trademarking it.
5. Print your logo on an inexpensive premium like a hat or golf ball.
The more memorable the item, the better. Distribute your premium on every sales call, to customers, prospects and even suppliers. Buy in bulk to reduce costs.
6. Start an e-mail newsletter for your customers and prospects.
Include your own articles and link to other pieces related to your industry. This is a great way to keep your brand in front of customers and prospects regularly.
7. Offer your expertise to local or industry media publications that are A good affiliate network allows you to grow your e-business efficiently read by your target customers. 1. Create an affiliate program.
and affordably, channeling additional traffic to your site without the ex- Make yourself available as a source for upcoming stories related to your pense of pay-per-click advertising. Provide your affiliates with links and business. Or, write an article and pitch it to target publications. 8. Visit your clients around holidays (or minor holidays like Groundhog’s ads that carry your branding message.
2. Start or contribute to a blog.
Day), leaving them a holiday-themed surprise with your logo on it.
Look for a highly trafficked and searched blog in your industry, then Use the stickers you print (see No. 3) to customize the treats you choose. write and post relevant articles about your business. Let your personal- This one takes some creativity, but a little candy can go a surprisingly long way. ity shine through in the tone of your writing.
3. Print your logo on labels or stickers and place them on all communica- 9. Follow up with customers to thank them for their business and get feedback on your product or service. tion with customers.
Stickers appeal to our tactile nature and add interest to just about any- Call, e-mail or visit current customers as often as time permits. thing. They don’t need to be fancy, but they should feature your logo 10. Ensure that all your promotional materials match one another graphiand colors. cally. At the very least, your business cards, stationery, signage, packaging, 4. Attach your tagline to your e-mail signature. If you don’t already have a tagline or motto that communicates a key brochures and website should all feature your name, logo and tagline consistently. SEPTEMBER 2008
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