Age is a beautiful thing

It’s amazing what a valuable education I’m getting from the radio these days. Even short hops to the post office and airport seem to be fruitful.

This morning‘s session included a history lesson, thanks to a local car dealership touting:

“…owned and operated by the Anderson family for thirty-five years.”

When I owned a store, our tagline was “Fine invitations, stationery, and gifts since 1994” simply because I wanted consumers to recognize we brought experience to the table. On our tenth anniversary-—the goal I’d set for this plan-—that line became a permanent part of our logo every time it appeared. Email. Newsletter. Flyers. Handouts. Shelf talkers. You name it.

The addition of a family name, though…hmm…hadn’t considered that, but am certainly impressed by the personal connection it implies.

I’m not suggesting you dial up the sign company and plunk down seven grand for new neon. I am, however, asking you to think about ways to brand your store using the experience and personal connection you have. It’s one thing to invite customers in to pick up a gift; it’s quite another to ask them to purchase it from Mary Smith, who’s been happily serving her community for fifteen years.

Got more than a decade under your belt? Use it. The fact it begins with “nineteen…” makes it sound even better, since that was before the turn of the century.

Age is good.