A Twist That Cleans Up

Q

What do janitors have to do with James Bond 007? Not a lot – that is, until now.

Friends Dan Teran and Saman Rahmanian were perplexed by a common problem faced by start-ups- office spaces could never adapt as quickly as the companies needed them to. It was such a pain to set up a new workspace, move a wall, order new desk chairs, or bring in an exterminator. They brainstormed and imagined the dream office manager as something like the character Q in James Bond films, a quiet genius who understands technology and creates the tools that help Bond do his work. That was how Managed by Q was conceived.

Reading the New York Times article, “Managed by Q’s ‘Good Jobs’ Gamble,” I was struck by how Teran and Rahmanian’s thought process mirrored the BrandTwist technique of twisting with a brand completely outside of a company’s category to come up with disruptive differentiating ideas. With the tagline “We make it easy to run your office,” Q uses wall-mounted iPads with an intuitive app for ordering supplies or other services. Q takes care of all the details, quietly and quickly. Specific operators are matched with companies based upon an algorithm determining best fit for clients’ needs in terms of skills and personality traits.

This TWIST warrants premium fees for what is often considered a generic service with a bonus of supporting one of the company’s core values. While actual sharing in the “sharing economy” is rare, Q’s goal is to provide its employees with a living wage. Q’s business model, hiring full-time employees with fair pay, benefits, 401Ks and training, translates to lower turnover costs of employees and clients- reducing both hiring and marketing expenses. Clients are happy to have consistent, reliable support. And the awesome employees, traditionally viewed as pure cost on the P&L statements, are considered value-added embedded salespeople for Q’s higher margin services.

I am rooting for Q to succeed, as this is a win-win for everyone! Now it is your turn. Can you think of a problem facing your sector? Is there a brand in a completely different category whose approach could be TWISTED to turn your sectors negative into a positive? We always love to hear your feedback.

About the Author:

Randi-SA

Randi Curhan is founder of MissionBoostConsulting.com, specializing in helping you figure out what you really need to do to bring your business to the next level, get projects off the plate, and get it done. A Wharton graduate, former Goldman employee and an MBA, Randi is also a Brand School Graduate and a member of the Brand School Facutly.  Randi’s love of figuring sh** out and getting it done has always made her a valuable part of teams throughout her academic and professional life. Even while taking time “off” to raise her children, Randi was the one to set up fundraising systems, databases, email invitations and graphics for events – which was the beginning of her Mission Boost Consulting.

You can reach Randi via MissionBoostConsulting.com, on Facebook, Twitter and Linkedin.

Interested in guest blogging for BrandTwist? Contact jamie@brandtwist.com.

 

 

 

 

A Fashionable TWIST on Granny Glasses

blinks

I am always on the look out for that really great fashion statement piece, so I was quick to notice my BFF wearing a beautiful pendant necklace. That’s when she really impressed me by flipping her necklace open to reveal that it multi-tasked as a pair of chic reading glasses. This struck me as a brilliant TWIST. For the woman who is embarrassed to pull a pair of readers out of her designer handbag just to read a the menu in a hip restaurant –  Blinks are a great solution. Their tagline is “We make needing reading glasses a fashion statement.” No granny glasses here!

Blinks co-founders, sisters Stephannie Keller and Heidi Valenti, really understand a key pain point of their target customer, the fashion conscious middle-aged woman. They fittingly named their company Girl Powered Inc. Blinks really scores a home run with this stylish solution and was even featured in the 2012 Academy Awards swag gift bag.

As a Brand School graduate, I really love Brand School’s A+++ practice of TWISTING.  To successfully leverage lessons from brands that you admire you need to: 1) Become Aware of innovative brands, 2) Analyze what’s working and catching your attention and 3) Apply this to your own brand challenges.

This got me thinking about how I could incorporate a similar TWIST into my own brand, MissionBoost consulting. Everyone knows that social media is necessary tool to give your business a leg up. However, some of my clients are insecure about posting on social channels, as they do not want to come off as Granny with her first-time Facebook post. By incorporating my client’s individual voice and sense of style and using tools like Canva and Pablo, I help her create posts that are formatted with great fonts and beautiful images to make her and her businesses shine.

How can you use your favorite brand TWIST to inspire innovations that connect to your core customer and grow your business?

Brand School gives you the tools to innovate and deliver more of what your ideal customers really crave. See what Brand School’s team of experts can do for you and see if you qualify for a one-on-one Brand Health Check Strategy Session HERE.

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“Brand School was helped us set structure to our process, define our target and recognize our customer’s motivations. We were able to create timely taglines and better define our branding campaigns.” - Randi Curhan, Development Coordinator for Redwood High School Foundation, Non-profit

About the author:

Randi-SA

Randi Curhan is founder of MissionBoostConsulting.com, specializing in helping you figure out what you really need to do to bring your business to the next level, get projects off the plate, and get it done. Randi grew up 3rd of four kids, sandwiched between two gifted, mathlete brothers. Randi realized at a young age (when her preschooler brother shouted out the answers to her homework problems before she finished reading them) that she had to work a little harder to get where she wanted to be. That did not intimidate this girl who thrived on the challenge. It’s how she got into an ivy league school where she excelled among the Wharton pocket protector set, nailed the dream job at Goldman and got a spot in an amazing MBA program. Randi’s love of figuring sh** out and getting it done has always made her a valuable part of teams throughout her academic and professional life. Even while taking time “off” to raise her children, Randi was the one to set up fundraising systems, databases, email invitations and graphics for events. Consistently boosting and supporting people around her, always excited to learn the latest trends and tools and to put them into action, has earned Randi her status as “Legend” in ability to help others the job done.

You can reach Randi via MissionBoostConsulting.com, on Facebook, Twitter and Linkedin.

Interested in guest blogging for BrandTwist? Contact jamie@brandtwist.com.