Signs of the Times - April 2020 - 22

VEHICLES + VINYL

graphics" or large visuals on truck
wraps, were not widely used, but he
was confident this rebrand presented
a great opportunity.

KickCharge Creative's rebranded logo, mascot and wrap design for Timo's
Air Conditioning & Heating (top) and Timo's previous branding (below).
on the web caught the eye of Joey
Timo. At the time, Joey was a service
technician for Timo's; he's now its
president. "[Joey's] dad was initially
resistant to the idea [of a rebrand],
since they had been relatively successful with their current logo," Dan
said. "But Joey was looking to take
the company in a new direction
and felt it was time to update their
image."
Timo's original branding was
derived from clip art: "Forgettable,
and not really delivering anything
22

SIGNS OF THE TIMES

APRIL 2020

unique in terms of a story, or feeling,"
as Dan described it. The running
man was amateurish and the simple, cut-lettering on white vans
looked like everyone else. "We call
that 'blanding' and it's a pervasive
disease afflicting the vast majority of
small businesses."
Soon after getting to know his client,
Dan settled on themes of family and
nostalgia to help create the type of
mascot his company has become
famous for - not to mention influential.
At the time, Dan recalled, "super

GATHERING THE DATA
"Timo's [sales revenue] was around
$750K/year at the time we rebranded,"
Dan reported. "Since then, we've helped
spearhead all their marketing efforts
for almost 10 years - creating their
collateral, ads, billboards, social media
and websites," elevating Timo's to
one of the largest HVAC contractors
in Palm Springs. While it's natural to
expect a clearly successful company to
be willing to share certain revenue
information, Dan maintained there's
more to it than that. "I don't view
our clients as customers; we're more
partners in their marketing. Truthfully, most are just so genuinely
grateful for our efforts, they are
happy to try and help."
When it comes to your shop
collecting this information from
your clients, Dan suggested that you
explain how you want to use their
revenue growth for your own marketing. "Some were more than happy to
share revenue and dollar amounts,
but others were more open to the
idea of percentages," he said. To keep
KickCharge's marketing of this data
consistent, Dan uses percentages for
everyone. And this type of marketing
shares the focus of his firm's design
prowess with the revenue growth it
delivers for his customers.
"A very common error with signshop marketing is making it all about
yourself or your shop," Dan said,
since this doesn't directly address the
needs of a potential customer. "At the
end of the day, we've won hundreds
of awards, written books, published
articles, etc. It's all great. But the
bigger question is, how does all that
stuff help [the customer]? Make your
marketing answer those questions,
and it will connect."



Signs of the Times - April 2020

Table of Contents for the Digital Edition of Signs of the Times - April 2020

Contents
Signs of the Times - April 2020 - Intro
Signs of the Times - April 2020 - BB1
Signs of the Times - April 2020 - BB2
Signs of the Times - April 2020 - Cover1
Signs of the Times - April 2020 - Cover1a
Signs of the Times - April 2020 - Cover1b
Signs of the Times - April 2020 - Cover2
Signs of the Times - April 2020 - 1
Signs of the Times - April 2020 - Contents
Signs of the Times - April 2020 - 3
Signs of the Times - April 2020 - 4
Signs of the Times - April 2020 - 5
Signs of the Times - April 2020 - 6
Signs of the Times - April 2020 - 7
Signs of the Times - April 2020 - 8
Signs of the Times - April 2020 - 9
Signs of the Times - April 2020 - 10
Signs of the Times - April 2020 - 11
Signs of the Times - April 2020 - 12
Signs of the Times - April 2020 - 13
Signs of the Times - April 2020 - 14
Signs of the Times - April 2020 - 15
Signs of the Times - April 2020 - 16
Signs of the Times - April 2020 - 17
Signs of the Times - April 2020 - 18
Signs of the Times - April 2020 - 19
Signs of the Times - April 2020 - 20
Signs of the Times - April 2020 - 21
Signs of the Times - April 2020 - 22
Signs of the Times - April 2020 - 23
Signs of the Times - April 2020 - 24
Signs of the Times - April 2020 - 25
Signs of the Times - April 2020 - 26
Signs of the Times - April 2020 - 27
Signs of the Times - April 2020 - 28
Signs of the Times - April 2020 - 29
Signs of the Times - April 2020 - 30
Signs of the Times - April 2020 - 31
Signs of the Times - April 2020 - 32
Signs of the Times - April 2020 - 33
Signs of the Times - April 2020 - 34
Signs of the Times - April 2020 - 35
Signs of the Times - April 2020 - 36
Signs of the Times - April 2020 - 37
Signs of the Times - April 2020 - 38
Signs of the Times - April 2020 - 39
Signs of the Times - April 2020 - 40
Signs of the Times - April 2020 - 41
Signs of the Times - April 2020 - 42
Signs of the Times - April 2020 - 43
Signs of the Times - April 2020 - 44
Signs of the Times - April 2020 - 45
Signs of the Times - April 2020 - 46
Signs of the Times - April 2020 - 47
Signs of the Times - April 2020 - 48
Signs of the Times - April 2020 - 49
Signs of the Times - April 2020 - 50
Signs of the Times - April 2020 - 51
Signs of the Times - April 2020 - 52
Signs of the Times - April 2020 - 53
Signs of the Times - April 2020 - 54
Signs of the Times - April 2020 - 55
Signs of the Times - April 2020 - 56
Signs of the Times - April 2020 - 57
Signs of the Times - April 2020 - 58
Signs of the Times - April 2020 - 59
Signs of the Times - April 2020 - 60
Signs of the Times - April 2020 - 61
Signs of the Times - April 2020 - 62
Signs of the Times - April 2020 - 63
Signs of the Times - April 2020 - 64
Signs of the Times - April 2020 - 65
Signs of the Times - April 2020 - 66
Signs of the Times - April 2020 - 67
Signs of the Times - April 2020 - 68
Signs of the Times - April 2020 - 69
Signs of the Times - April 2020 - 70
Signs of the Times - April 2020 - 71
Signs of the Times - April 2020 - 72
Signs of the Times - April 2020 - Cover3
Signs of the Times - April 2020 - Cover4
https://www.nxtbook.com/nxtbooks/STMG/sott_202008
https://www.nxtbook.com/nxtbooks/STMG/sott_202007
https://www.nxtbook.com/nxtbooks/STMG/sott_202006
https://www.nxtbook.com/nxtbooks/STMG/sott_202005
https://www.nxtbook.com/nxtbooks/STMG/sott_202004
https://www.nxtbook.com/nxtbooks/STMG/sott_blackbook_2020
https://www.nxtbook.com/nxtbooks/STMG/sott_202003
https://www.nxtbook.com/nxtbooks/STMG/sott_201802
https://www.nxtbook.com/nxtbooks/STMG/sott_201801
https://www.nxtbook.com/nxtbooks/STMG/sott_201712
https://www.nxtbook.com/nxtbooks/STMG/sott_201711
https://www.nxtbook.com/nxtbooks/STMG/sott_201710
https://www.nxtbook.com/nxtbooks/STMG/sott_201709
https://www.nxtbook.com/nxtbooks/STMG/sott_201708
https://www.nxtbook.com/nxtbooks/STMG/sott_201707
https://www.nxtbook.com/nxtbooks/STMG/sott_201706
https://www.nxtbook.com/nxtbooks/STMG/sott_201705
https://www.nxtbook.com/nxtbooks/STMG/sott_201704
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2017
https://www.nxtbook.com/nxtbooks/STMG/sott_201703
https://www.nxtbook.com/nxtbooks/STMG/sott_201702
https://www.nxtbook.com/nxtbooks/STMG/sott_201701
https://www.nxtbook.com/nxtbooks/STMG/sott_201612
https://www.nxtbook.com/nxtbooks/STMG/sott_201611
https://www.nxtbook.com/nxtbooks/STMG/sott_201610
https://www.nxtbook.com/nxtbooks/STMG/sott_201609
https://www.nxtbook.com/nxtbooks/STMG/sott_201608
https://www.nxtbook.com/nxtbooks/STMG/sott_201607
https://www.nxtbook.com/nxtbooks/STMG/sott_201606
https://www.nxtbook.com/nxtbooks/STMG/sott_201605
https://www.nxtbook.com/nxtbooks/STMG/sott_201604
https://www.nxtbook.com/nxtbooks/STMG/sott_201603
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2016
https://www.nxtbook.com/nxtbooks/STMG/sott_201602
https://www.nxtbook.com/nxtbooks/STMG/sott_201601
https://www.nxtbook.com/nxtbooks/STMG/sott_201512
https://www.nxtbook.com/nxtbooks/STMG/sott_201511
https://www.nxtbook.com/nxtbooks/STMG/sott_201510
https://www.nxtbook.com/nxtbooks/STMG/sott_201509
https://www.nxtbook.com/nxtbooks/STMG/sott_201508
https://www.nxtbook.com/nxtbooks/STMG/sott_201507
https://www.nxtbook.com/nxtbooks/STMG/sott_201506
https://www.nxtbook.com/nxtbooks/STMG/sott_201505
https://www.nxtbook.com/nxtbooks/STMG/sott_201504
https://www.nxtbook.com/nxtbooks/STMG/sott_201503
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2015
https://www.nxtbook.com/nxtbooks/STMG/sott_201502
https://www.nxtbook.com/nxtbooks/STMG/sott_201501
https://www.nxtbook.com/nxtbooks/STMG/sott_201412
https://www.nxtbook.com/nxtbooks/STMG/sott_201411
https://www.nxtbook.com/nxtbooks/STMG/sott_201410
https://www.nxtbook.com/nxtbooks/STMG/sott_201409
https://www.nxtbook.com/nxtbooks/STMG/sott_201408
https://www.nxtbook.com/nxtbooks/STMG/sott_201407
https://www.nxtbook.com/nxtbooks/STMG/sott_201406
https://www.nxtbook.com/nxtbooks/STMG/sott_201405
https://www.nxtbook.com/nxtbooks/STMG/sott_201404
https://www.nxtbook.com/nxtbooks/STMG/sott_201403
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2014
https://www.nxtbook.com/nxtbooks/STMG/sott_201402
https://www.nxtbook.com/nxtbooks/STMG/sott_201401
https://www.nxtbook.com/nxtbooks/STMG/sott_201312
https://www.nxtbook.com/nxtbooks/STMG/sott_201311
https://www.nxtbook.com/nxtbooks/STMG/sott_201310
https://www.nxtbook.com/nxtbooks/STMG/sott_201309
https://www.nxtbook.com/nxtbooks/STMG/sott_201308
https://www.nxtbook.com/nxtbooks/STMG/sott_201307
https://www.nxtbook.com/nxtbooks/STMG/sott_201306
https://www.nxtbook.com/nxtbooks/STMG/sott_201305
https://www.nxtbook.com/nxtbooks/STMG/sott_201304
https://www.nxtbook.com/nxtbooks/STMG/sott_201303
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2013
https://www.nxtbook.com/nxtbooks/STMG/sott_201302
https://www.nxtbook.com/nxtbooks/STMG/sott_201301
https://www.nxtbook.com/nxtbooks/STMG/sott_201212
https://www.nxtbook.com/nxtbooks/STMG/sott_201211
https://www.nxtbook.com/nxtbooks/STMG/sott_201210
https://www.nxtbook.com/nxtbooks/STMG/sott_201209
https://www.nxtbook.com/nxtbooks/STMG/sott_201208
https://www.nxtbook.com/nxtbooks/STMG/sott_201207
https://www.nxtbook.com/nxtbooks/STMG/sott_201206
https://www.nxtbook.com/nxtbooks/STMG/sott_201205
https://www.nxtbook.com/nxtbooks/STMG/sott_201204
https://www.nxtbook.com/nxtbooks/STMG/sott_201203
https://www.nxtbook.com/nxtbooks/STMG/sott_bg2012
https://www.nxtbook.com/nxtbooks/STMG/sott_201202
https://www.nxtbook.com/nxtbooks/STMG/sott_201201
https://www.nxtbookmedia.com