JUST SHUTTERS: LOVE IN THE BANK
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How do brands build a band of loyal supporters who wouldn’t go anywhere else? It’s about emotional attachment.
So how do you win the kind of devotion enjoyed by brands such as Apple or Harley Davidson?
‘It's all about lovemarks’, says Simon Middleton, founder of consultancy Brand Strategy Guru. "Kevin Roberts of the advertising agency Saatchi came up with the notion of lovemarks" says Middleton. "It's beyond a brand, it's a thing that people actually get emotionally committed to," he admits.
One successful local business brand with an exceptional reputation is Just Shutters. “We are proud to be amongst the minority of brands that can boast genuine customer affection”, says Managing Director Chris Rocker. “You only have to look on checkatrade.com to see our excellent feedback.”
Great brands have certain things in common. First, they are highly distinctive. For example, there are lots of airlines in the world but none have achieved the glamour that Virgin Atlantic has. It's not just the level of service, but a certain style and attitude that makes those brands - large or small - stand out. Just Shutters have developed a lucrative niche in the window coverings industry by providing homes and businesses with the World’s finest plantation shutters.
Second, these special brands are authentic—they are true to themselves and don't tell lies. Ian Beasleigh who has just started a new franchise of Just Shutters in Reading says: “Just Shutters is a business built on principles, and that appealed to me when I was looking for a franchise business model to invest in.”
Chris says: “Extensive industry research, plus the results of our own experience have been combined to form a best in class business model for our franchisees to follow. We have invested heavily in researching the demographics of our customers, enabling our franchisees to target their marketing accurately and effectively with the channels and messages that we know will be most successful. After years of hard work refining our business model it is immensely satisfying to see the network of franchisees now starting to grow and suceed.”
Stephen Cheliotis, Chief Executive of The Centre for Brand Analysis, thinks small businesses that are closer to customers are well placed to create emotional engagement with them. "If you deliver the personal touch and a good product or service that exceeds expectations, then people will come back to you and tell their friends, too. It's about standing out—which, for a small business, is often about reflecting the personality of the business owner so that people want to engage with that personality," he says.
Just Shutters represent a modern, clean, eye-catching alternative to dated blinds and curtains. Plantation shutters provide elegance and character, in addition to privacy and added security. It is no wonder that plantation shutters are the fastest growing niche of the window coverings industry. Just Shutters offer a fantastic franchising opportunity for those who want to run their own business in the South of England, with Franchises available in Winchester, Bristol, Bath, Exeter and across the Central South and South West of England.
Middleton says: "Branding is about decisions you make every morning about how you're going to deal with customers or how you are going to make your shop look, how you will make people's hearts beat faster. It's completely within the power of small businesses," he says.
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