creating loyalty part 2: FOCUS on doing what you do best

by John on January 24, 2011

In my last blog, we began talking about what creates loyalty…what makes you return to businesses again and again?

In examining other companies I feel strong loyalty towards, one that immediately jumps out is my printer. Way back in 1999, before we even opened In-Depth, I met Derek Brooks of Brandywine Printing. Derek and his father opened Brandywine in Alpharetta and the company I worked for at the time was close by. Brandywine printed our cards and stationery, and helped out many of our clients. I lost touch with Derek when I left the company and we opened In-Depth in Woodstock.

Fast forward several years. We relocated our family and business closer to Cumming and by chance, I ran into Derek at an after hours Chamber event. Without missing a beat, we started talking like old times and I came away from the event with a renewed friendship. Derek is one of those people in life that I just truly enjoy being around.

Through Torri’s involvement in the Cumming-Forsyth Chamber of Commerce and their SCORE group, she has been able to spend a good bit of time with Derek and immediately developed the same type of respect for Derek that I have. But Derek’s dynamic personality, family values and big heart are not the only reasons I use him for our printing.

If you ever have the pleasure of hearing Derek’s “elevator speech,” it is memorable. He always says the same thing – “I put ink on paper”. Simple, concise and to the point. And he means it.

Derek doesn’t try to be all things to all people. He knows where Brandywine’s strengths lie and he focuses on them. He will do whatever it takes to make you happy, will find you all kinds of resources to help with your project, but he won’t try and be something he isn’t. In the end he is a printer … and he puts ink on paper. Brandywine focuses on what they do best.

We wrap cars. Sure, there is more to it than that. We start by asking questions about why folks want to wrap a car; we develop a unique look that effectively achieves marketing goals; but in the end… we wrap cars. We are capable of making signs, banners, and setting up any kind of graphics project from cards to web sites; but we don’t do that.

We understand that in order to be the best at one thing, you can’t consume your time being mediocre at everything. It’s important to put all of your focus into doing what you do best.

This is something that Derek and Brandywine practice … and it shows in every printed piece that goes out the door. It’s why we’re loyal to Brandywine Printing. What makes you loyal?

  • http://www.brandywineprinting.com Derek Brooks

    You guys…. Y’all are too much! Thanks for all the kind words. It’s good to know that folks appreciate what we’re doing, and how we’re doing it.

    It all goes back to my grandpa, he told me once, “Do one thing and do it well.” He was one of the wisest men I’ve ever known. I think he’d be proud that you appreciate his way of thinking.

    Now for the rest of the story… (this is quite ironic)

    The reason that my grandpa gave me this great advice came from him noticing that I had a black thumbnail. I had smashed it while hanging a sign. A sign that you (John) made for me (for El Taquita). It was January, cold, and windy. I was at the peak of my frustration trying to nail this sign to some 4×4 posts that I had already cemented into the frozen ground. That’s when I hammered the nail on my thumb instead of the nail in the post. OUCH!

    That was the last time that I ever tried to sell something that I couldn’t produce myself. Before I smashed my thumb, I would sell anything to anybody. As a result of that experience, and my Grandpa’s advice, we now do one thing and do it well, and that one thing is this… At Brandywine Printing, we put ink on paper!

    Thanks again. Y’all keep up the good work!

  • http://www.indepthwraps.com John Westmoreland

    Thanks for the comments Derek. Sometimes it takes advice and sometimes it takes a hammer, but usually you wish you had gone with the advice and avoided the hammer. I think you had told me that story before, but I had forgotten and as usual you brought a laugh to both Torri and myself. What a great anecdote to illustrate my point, thank you for always being the guy with the story to tell.

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