Car Wash - Fall 2017 - 114

ask champ...
Email your questions to Champ at AskChamp@carwash.org.

I just had my lo
go redesig ned, an
d now I want to
looks great, so
put it to good us
I'm excited to up
e. It
da
te my brand on
(website, social
all of my mater
med ia, etc.) W he
ials
re should I be m
shows up?
aking sure my
new brand

Champ Savage is a
marketing expert.
It says so right on
his business card.
He has traveled the
world bringing ideas
to business owners
of all kinds, and his
accolades are even
more numerous
than his passport
stamps. Now, Savage
lends his expertise
exclusively to CAR
WASH Magazine and
its readers.

114

Here's the deal.
Unless you're a
rancher trying to
cows and your ne
tell the differenc
ighbor 's, your br
e between your
an
d has to be muc
mark.
h more than your
identif ying
I could sell you
a lot of B. S. abou
t how I can re-b
and give you ba
rand you for a fiv
ck a cool logo an
e-figure sum,
d
a
set of "brand gu
day, that 's not re
idelines" but at
ally getting to th
th
e end of the
e core of what a
Yes, great logos
successful bran
can go a long wa
d is.
y to communica
some brands ha
te your brand pr
ve iconic images
omise. In fact,
th
at
have become de
right ... Nike, Ap
fining elements
ple, Target etc.
in their own
But, your logo ca
n't BE your bran
d promise. Your
of who you are,
brand promise
and what you wi
is the core
ll
be
.
For example, Ni
most recogniza
ke has arguably
ble marks on th
one of the
e planet, but Ni
to the runners an
ke built its BR AN
d casual athlete
D
by
ap
pealing
s who still make
statement: "To
up its core marke
bring inspiratio
t
wi
th
a simple
n and innovation
to every athlete
So, before you sta
in the world."
rt down the path
of plastering a log
answering a sim
o everywhere, sta
ple question. Ca
rt by
n you clearly ar
ticulate your br
Let's assume it'
and promise?
s something alo
ng
th
e
lin
es
car at a time."
of "Instilling prid
e and joy, one cle
an
Your logo should
reinforce that. If
no
t,
I
kn
ow a guy ...
Beyond a logo,
look at all of the
different visual
define your com
and emotional at
pany and differe
tributes that
ntiate you from
interaction custo
th
e
competition. Lo
mers and potent
ok at every
ial customers, an
make sure they
d vendors may
support and en
ha
ve
with you and
force your bran
d promise.
So, for example:
* How do you
greet customer
s?
* What does yo
ur building look
like (is it clean,
pride of ownersh
and does it refle
ct a sense of
ip?)
* How well-lit
are your bays?
* What do your
advertisements
look like?
* Where do yo
u advertise? Do
these places refle
will look?
ct where your ta
rget audience
* What do you
post about on so
cial media?
* What kind of
emails do you se
nd? What do th
to your storefro
ey look like? Do
nt?
they feel similar
* What comm
unity events are
you involved wi
* Even ... what
th?
do your locatio
n(s) smell like?
A long-winded
answer to get to
the crux of the
making sure yo
matter. Where sh
ur brand shows
ould you be
up? Everywhere
.

CAR WASH MAGAZINE | WWW.CARWASH.ORG |

FALL 2017


http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Fall 2017

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Globetrotting
Waterway Gas & Wash
Rising stars
You've made it... now what?
Kadelyn Burgess, Crew Car Wash
Roll up your sleeves
They say they want a revolution
Lessons pave the way to success
Car Wash Excellence Summit
Carina Spurlock, Mister Car Wash
Shaun Nordgaarden, Waterway Gas & Wash
Automotive technology
... And now I own a car wash
“The How of Car Washing”
Take a Tour: Wash N Roll
Blast from the Past
Marketing Minute
Download It!
Ask Champ
Top Tweets
Advertiser Index
5 Things
Car Wash - Fall 2017 - Intro
Car Wash - Fall 2017 - belyband1
Car Wash - Fall 2017 - bellyband2
Car Wash - Fall 2017 - cover1
Car Wash - Fall 2017 - cover2
Car Wash - Fall 2017 - 3
Car Wash - Fall 2017 - 4
Car Wash - Fall 2017 - 5
Car Wash - Fall 2017 - 6
Car Wash - Fall 2017 - 7
Car Wash - Fall 2017 - 8
Car Wash - Fall 2017 - 9
Car Wash - Fall 2017 - 10
Car Wash - Fall 2017 - 11
Car Wash - Fall 2017 - 12
Car Wash - Fall 2017 - Letter from the ICA
Car Wash - Fall 2017 - 14
Car Wash - Fall 2017 - Meet the Board
Car Wash - Fall 2017 - 16
Car Wash - Fall 2017 - 17
Car Wash - Fall 2017 - By the Numbers
Car Wash - Fall 2017 - 19
Car Wash - Fall 2017 - 20
Car Wash - Fall 2017 - 21
Car Wash - Fall 2017 - 22
Car Wash - Fall 2017 - Overheard Online
Car Wash - Fall 2017 - 24
Car Wash - Fall 2017 - 25
Car Wash - Fall 2017 - Globetrotting
Car Wash - Fall 2017 - 27
Car Wash - Fall 2017 - 28
Car Wash - Fall 2017 - 29
Car Wash - Fall 2017 - 30
Car Wash - Fall 2017 - 31
Car Wash - Fall 2017 - 32
Car Wash - Fall 2017 - 33
Car Wash - Fall 2017 - 34
Car Wash - Fall 2017 - 35
Car Wash - Fall 2017 - Waterway Gas & Wash
Car Wash - Fall 2017 - 37
Car Wash - Fall 2017 - 38
Car Wash - Fall 2017 - 39
Car Wash - Fall 2017 - 40
Car Wash - Fall 2017 - 41
Car Wash - Fall 2017 - 42
Car Wash - Fall 2017 - Rising stars
Car Wash - Fall 2017 - 44
Car Wash - Fall 2017 - 45
Car Wash - Fall 2017 - 46
Car Wash - Fall 2017 - 47
Car Wash - Fall 2017 - 48
Car Wash - Fall 2017 - 49
Car Wash - Fall 2017 - 50
Car Wash - Fall 2017 - You've made it... now what?
Car Wash - Fall 2017 - 52
Car Wash - Fall 2017 - 53
Car Wash - Fall 2017 - 54
Car Wash - Fall 2017 - Kadelyn Burgess, Crew Car Wash
Car Wash - Fall 2017 - Roll up your sleeves
Car Wash - Fall 2017 - 57
Car Wash - Fall 2017 - 58
Car Wash - Fall 2017 - 59
Car Wash - Fall 2017 - 60
Car Wash - Fall 2017 - 61
Car Wash - Fall 2017 - 62
Car Wash - Fall 2017 - 63
Car Wash - Fall 2017 - They say they want a revolution
Car Wash - Fall 2017 - 65
Car Wash - Fall 2017 - 66
Car Wash - Fall 2017 - 67
Car Wash - Fall 2017 - 68
Car Wash - Fall 2017 - 69
Car Wash - Fall 2017 - 70
Car Wash - Fall 2017 - 71
Car Wash - Fall 2017 - 72
Car Wash - Fall 2017 - 73
Car Wash - Fall 2017 - 74
Car Wash - Fall 2017 - 75
Car Wash - Fall 2017 - 76
Car Wash - Fall 2017 - Lessons pave the way to success
Car Wash - Fall 2017 - 78
Car Wash - Fall 2017 - 79
Car Wash - Fall 2017 - 80
Car Wash - Fall 2017 - Car Wash Excellence Summit
Car Wash - Fall 2017 - 82
Car Wash - Fall 2017 - 83
Car Wash - Fall 2017 - 84
Car Wash - Fall 2017 - Carina Spurlock, Mister Car Wash
Car Wash - Fall 2017 - 86
Car Wash - Fall 2017 - 87
Car Wash - Fall 2017 - 88
Car Wash - Fall 2017 - Shaun Nordgaarden, Waterway Gas & Wash
Car Wash - Fall 2017 - 90
Car Wash - Fall 2017 - 91
Car Wash - Fall 2017 - Automotive technology
Car Wash - Fall 2017 - 93
Car Wash - Fall 2017 - 94
Car Wash - Fall 2017 - ... And now I own a car wash
Car Wash - Fall 2017 - 96
Car Wash - Fall 2017 - 97
Car Wash - Fall 2017 - 98
Car Wash - Fall 2017 - “The How of Car Washing”
Car Wash - Fall 2017 - Take a Tour: Wash N Roll
Car Wash - Fall 2017 - 101
Car Wash - Fall 2017 - 102
Car Wash - Fall 2017 - 103
Car Wash - Fall 2017 - 104
Car Wash - Fall 2017 - 105
Car Wash - Fall 2017 - 106
Car Wash - Fall 2017 - 107
Car Wash - Fall 2017 - Blast from the Past
Car Wash - Fall 2017 - 109
Car Wash - Fall 2017 - 110
Car Wash - Fall 2017 - Marketing Minute
Car Wash - Fall 2017 - 112
Car Wash - Fall 2017 - Download It!
Car Wash - Fall 2017 - Ask Champ
Car Wash - Fall 2017 - Top Tweets
Car Wash - Fall 2017 - 116
Car Wash - Fall 2017 - Advertiser Index
Car Wash - Fall 2017 - 118
Car Wash - Fall 2017 - 119
Car Wash - Fall 2017 - 120
Car Wash - Fall 2017 - 121
Car Wash - Fall 2017 - 5 Things
Car Wash - Fall 2017 - cover3
Car Wash - Fall 2017 - cover4
Car Wash - Fall 2017 - outsert1
Car Wash - Fall 2017 - outsert2
Car Wash - Fall 2017 - outsert3
Car Wash - Fall 2017 - outsert4
Car Wash - Fall 2017 - outsert5
Car Wash - Fall 2017 - outsert6
Car Wash - Fall 2017 - outsert7
Car Wash - Fall 2017 - outsert8
Car Wash - Fall 2017 - outsert9
Car Wash - Fall 2017 - outsert10
https://www.nxtbook.com/naylor/ICWQ/ICWQ0218
https://www.nxtbook.com/naylor/ICWQ/ICWQ0118
https://www.nxtbook.com/naylor/ICWQ/ICWQ0417
https://www.nxtbook.com/naylor/ICWQ/ICWQ0317
https://www.nxtbook.com/naylor/ICWQ/ICWQ0217
https://www.nxtbook.com/naylor/ICWQ/ICWQ0117
https://www.nxtbook.com/naylor/ICWQ/ICWQ0416
https://www.nxtbook.com/naylor/ICWQ/ICWQ0316
https://www.nxtbook.com/naylor/ICWQ/ICWQ0216
https://www.nxtbook.com/naylor/ICWQ/ICWQ0116
https://www.nxtbook.com/naylor/ICWQ/ICWQ0415
https://www.nxtbook.com/naylor/ICWQ/ICWQ0315
https://www.nxtbook.com/naylor/ICWQ/ICWQ0215
https://www.nxtbook.com/naylor/ICWQ/ICWQ0115
https://www.nxtbookmedia.com