By: Katie Melnick
Fizz Creative
Branding Studio

Often times when we first start working with our clients, we find that there seems to be confusion as to “What is a brand?” and “What is a logo?” We thought we’d unpack the differences between these two very different things. A brand is much more than “just a logo;” it’s a customer’s gut feeling about your product or service. Everything you do or say will have an impact on your brand. Think about whenever you walk into a store, the music they play, the way they display their products, the smell of the store; this is all part of their brand. They want to tailor your experience to make sure it communicates their core values and beliefs. A logo is simply the expression of that brand. A logo is one small part of the puzzle that helps give shape to the greater concept of what the company values are.

The reality is your brand isn’t really about you, it’s what OTHER people know you to be. It’s so crucial this message is consistent across your website, packaging and other materials, to make sure you are clearly communicating what makes you unique from other companies in your same market.

In looking at your own business ask yourself these three questions:
what do you do?
(what is your core service)
How do you do this?
(do you have a unique process or way you provide this service?)
Why do you do what you do?
(what is your purpose? what drives you?)

People don’t buy what you do, they buy WHY you do it. For example, if you sell ice cream, you aren’t just selling ice cream; you are selling an experience! You are selling happiness, fun, and playfulness! Think of the experience you are generating for your customers. How do you want them to feel when they eat/use your product? This really positions you in a way that helps clarify with your customers why you are special.

Another great way to position your company is to look at your competition in your market and see where there might be gaps. This is your opportunity to find a unique market position that isn’t like anyone else. For example, our client Nine Spoons sells soup to both large and small grocery stores. When she first looked on the market, she saw there were a lot of canned soups and not as many options for fresh, prepared soups. She wanted to provide a unique quality recipe for wedding soup that was hearty and delicious and was made with fresh ingredients. The inspiration for her business came from her grandmother who made this soup so it could feed a large family. Her brand is all about showcasing quality and family. When she saw there weren’t as many companies in the fresh soup market, she saw this as her opportunity to create a product people were familiar with and presenting it in a new way. I would encourage you to try and find a unique position for yourself in the market. There may be a lot of other companies that do what you do, but how do you do it differently? Having that clear message in the market can make all the difference!

About Fizz

We are a collaborative branding studio, directed by Jasen & Katie Melnick. We are a husband and wife team with a passion for branding, packaging design, typography, travel and anything beer related! We believe the best brand connections occur beyond the logo. We specialize in developing strong, confident visual elements for passionate businesses. Check them out here!

What exactly is your business?

Courage to Caregivers is a new nonprofit serving Northeast Ohio. Our mission is to provide hope, support, and courage to caregivers, family members and loved ones of those living with mental illness with a focus on personal health and wellness provided in a positive and uplifting environment. We believe that when you support someone you love with mental illness, it is absolutely essential to ‘put on your own oxygen mask before helping those around you.’ We know that self-care is the oxygen mask for the mental illness caregiver.

How did you come up with your business idea?

As Founder and Executive Director, I lost my brother to suicide in 2014. I was his primary long-distance mental health caregiver for four years. At the moment he took his own life, we knew that we had learned a great deal about how to effectively support someone you love with mental illness and we knew that there ‘had to be a better way.’ The idea for Courage to Caregivers was born.

How did you find out about Aviatra?

Former board member Lynn-Ann Gries heard my pitch and suggested the Explore program. I was probably somewhere between Explore and Launch – Explore was a perfect fit to hone and improve my pitch and business plan.

What is your inspiration?

My brother’s memory, our family and the daily calls, emails and engagement we receive from the many mental illness caregivers who feel alone on their journey supporting a loved one.

What has been your biggest accomplishment with your business so far?

SO many!!

Receiving our tax-exempt 501c3 status on July 20.

We were invited to submit a formal grant to a Foundation that typically does not fund startups.

AND .. I’m excited to have been selected a semi-finalist in the Health and Wellness category for Cleveland Leadership Centers Accelerate program. I’ll pitch my idea for Courage to Caregivers on Wednesday, February 21. https://www.cleveleads.org/events/accelerate/accelerate-2018-presenters/

What was the most valuable thing you gained from your experience with Aviatra?

The value of a good hook! Being concise and clear and compelling with your mission.

What was the biggest challenge you faced when starting your business?

Being compared to the ‘competition’ (which isn’t really the competition. Being able to articulate how we are different (and early in the pitch) is critical to demonstrating need for our future programs and services.

Where do you hope to be in 5 years?

We conducted a regional marketing research study, gaining over 150 returned surveys with valuable feedback​ in Spring 2017​. From that survey, we narrowed our program offerings to the top 6. In July we conducted focus groups on our proposed models​.​

​We plan to pilot our top three programs for one year: One-to-One Peer Support, Support Groups and Breathing Meditation beginning in spring 2018. ​

​In 5 years, I hope we have two dedicated spaces (east and west side) with a mobile ‘office’ that is able to take our programs and services to our participants, serving the inner city and surrounding areas.

Any advice for future Aviatras?

It’s going to be HARD work. Don’t forget to take care of YOU in the process. As we promote self-care for the caregiver, the same goes for the tireless entrepreneur on a mission. Our best advice from stakeholder interviews as we prepare to launch – focus on doing LESS better.

Interested in exploring more?

​Connect with us via our website: www.CouragetoCaregivers.org

Consider following us on social media at:

https://www.facebook.com/couragetocaregivers/

https://www.instagram.com/couragetocaregivers/?hl=en

 

Welcome to the new monthly column “What’s The SCORE” provided by Greater Cincinnati SCORE.  SCORE is an all-volunteer organization of career business professionals and executives dedicated to using our real-life skills and experiences to help you and your small business.

Greater Cincinnati SCORE, which includes greater Cincinnati, northern Kentucky and southeast Indiana, has more than 100 experienced executive volunteers who offer free mentoring in finance, operations and marketing and low-cost workshops for small business owners.  Mentoring is provided as individual, team mentoring and email mentoring to help startups, non-profits and existing businesses.

Individual mentoring is unlimited and confidential. Expertise that will put you on the right path toward business success.

Team mentoring – they say two heads are better than one. Sometimes three and four heads are better than two. Team mentoring provides SCORE clients with several mentors at one time, mentors with different backgrounds and areas of expertise.

In addition to mentoring, SCORE offers business seminars on the most critical issues facing small business today. Our introductory seminar is free.  There is a modest charge for other seminars. Some of the topics we cover include: So You Want to Start a Business, Starting a Non-Profit Financial Management and Financial Projections, Marketing and Sales Strategies, Using Social Media for Business Growth and Business Feasibility and Funding.

Once a month we will bring our experience to you in this column. If you have questions about the information we share, please follow us in social media and ask us your questions.

Next month we will share The Benefits of Using the Business Model Canvas.

Since 1964, SCORE has helped more than 10 million aspiring entrepreneurs. Each year, SCORE’s 10,000+ volunteer business experts provide 350,000+ small business mentoring sessions, workshops and educational services to clients in 300 chapters nationwide. For more information about SCORE call (513) 684-2812 or visit www.scoreworks.org.

What exactly is your business?

Cathy’s is a gourmet ice cream sandwich shop where we pair freshly baked cookies with classic ice cream flavors. We also offer a variety of offerings, such as churro ice cream sandwiches, scoops, milkshakes, sundaes, cookies, and beverages. In addition to our store operation, we enjoy catering events as well as attending vendor events around Cleveland.

How did you come up with your business idea?

While waiting on my bar exam results, I had spent tons more time baking and eating out. One day, I paired freshly baked cookies with ice cream at home and was amazed!

How did you find out about Aviatra?

Once I decided I wanted to pursue Cathy’s as a Cleveland staple, I knew I needed more business knowledge. Through internet research, I learned about the program, the course subjects, and network it maintained.

What is your inspiration?

My inspiration is serving and empowering others! Cathy’s is a place where you can custom build your own ice cream sandwich in an upbeat, fun place. I wanted it to be a classic atmosphere while channeling millennial vibes serving sweet and soft cookies with delicious ice cream plus tons of toppings to choose from.  

What has been your biggest accomplishment with your business so far?

Tons of things I’m grateful for, but by far, I’m thankful for the opportunity to share my knowledge to inspire young women interested in business through our CathyCares program. We are partnered with a local high school where we have monthly meetings, speakers, and the ability to expose a group of ladies to entrepreneurship.

What was the most valuable thing you gained from your experience with Aviatra?

Network. Many of the women I met in the program, I’ve worked with and partnered with through our business.

What was the biggest challenge you faced when starting your business?

The biggest challenge when starting was trying to do everything myself! I was responsible for the vision, marketing, payroll, human resources, brand management, etc., basically wearing too many hats. I realized what I enjoyed the most was interacting with customers and then leading and determining the vision for our brand. Building a team will allow founders to do what they do best instead of being too stretched.

Where do you hope to be in 5 years?

I intend to maintain Cathy’s as a corporately ran brand based in Cleveland with 20 locations throughout the southern and eastern regions.

Any advice for future Aviatras? 

The best advice is to trust the process (even the tough stuff!) and always believe in yourself. Always.

What exactly is your business?

I own and operate Liza Michelle Jewelry – a handmade jewelry brand featuring nature-,inspired, environmentally friendly fine jewels. LMJ offers an ever changing readymade collection of limited edition pieces, as well as a fine jewelry + bridal line.  LMJ also loves to collaborate with clients on custom jewelry for every occasion.  In addition to my jewelry company, in 2017 I started LMJ Foundry – a boutique precious metal casting company providing production casting, mold making, and finishing services to other jewelry companies.

How did you come up with your business idea?

I have a bachelor’s of fines arts in jewelry + metalsmithing from the Cleveland Institute of Art, and have always been making things with my hands. When I was laid off from a toxic corporate jewelry gig in 2012, I knew it was the perfect time to strike out on my own. As for LMJ Foundry, after 4 years in business, I had been approached numerous times from other jewelry companies looking for production casting services.  I saw a need, and decided to fill it.  It’s my goal with both businesses to provide meaningful and fulfilling employment opportunities for our growing jewelry and metalsmith community here in Cleveland.

How did you find out about Aviatra?

I have several friends who went through the Aviatra program successfully and I decided it was a good time to build up my business skills to propel my businesses higher!

What is your inspiration?

I draw inspiration from the strong women in my life. I am blessed with a mother that has a huge heart and a brilliant mind. She taught me my humility, compassion, kindness and work ethic.  I am surrounded by strong female business owners that move through their lives and work with strength, integrity, and a huge willingness to collaborate and share.

What has been your biggest accomplishment with your business so far?

The work I’ve done with my clients. I love working collaboratively with my clients to create meaningful, one of kind pieces to commemorate just about any life milestone.  When I hear a client has recently gotten engaged with a ring we designed together, or when a client surprises a friend with an incredibly meaningful piece to mark a huge accomplishment, I am immensely proud of the work I’ve done, and the ability to realize my clients vision.

What was the most valuable thing you gained from your experience with Aviatra?

The theory and practical knowledge I gained from my Aviatra courses will always stick with me, but the biggest thing I learned is to trust myself, and to have confidence in the decisions and moves that I make. You can know so much about your industry and how to be successful, but if you don’t trust yourself to make those decisions you won’t go anywhere.

What was the biggest challenge you faced when starting your business?

Money! I scraped together what I could and took a small loan from a family member to get up and running.  There’s a high overhead to creating fine jewelry, but I reinvested everything I made the first year to really set up an infrastructure that continues to serve me.

Where do you hope to be in 5 years?

I hope to get LMJ to the national jewelry brand level in the next 5 years, as well as provide growing employment opportunities. With LMJ Foundry, I hope to have that business grown to a national level and operated by a business partner, so I can focus on the design business.

Any advice for future Aviatras? 

If you can’t do something as well as what you do your best at – hire someone who can. You can’t do everything, nor should you ever think you have to.  Have a trusted team and it will be worth the money and time saved.

portrait photo by Tom Sawyer & modeled jewelry photos by Kyle Kresge