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All in the Family: Marketing a Small Business

We may not get to choose our family, but we can choose what we share with them. August is Family Fun Month and this past Sunday, August 11, was Son and Daughter Day, so in honor of this family-filled month, we want to honor family businesses!

As a company passionately committed to the betterment of business, family and the community, we have worked with many family businesses over the years. And we have found that when it comes to telling stories, family businesses usually have wonderful stories to share.

Take for example, Mint Roofing. Originally Dalbec Roofing, owners Kevin and Michelle Krolczyk came to CEL for rebranding and a website redesign. The CEL team worked with them to develop a brand that represented the inner workings and traditions of their company, while incorporating more modern design elements.

Passed down through three generations, Mint Roofing has a rich history that makes their story the highlight of their marketing. The company has been in their family for over 60 years and they have built a reputation for creating and maintaining roofs in tiptop (or mint) condition.

How does telling their story help their marketing? When the company changed their name, they did not change their values. Their core values – passion, flexibility, integrity and fun – are shared by every team member and have grown along with the company. Customers know what to expect from Mint Roofing and that hasn’t changed since 1950.

By establishing healthy relationships with customers over their years in business, people feel connected to Dalbec Roofing so when the company became Mint Roofing, their customers were excited and transitioned with them. They knew the service and integrity of the company would not change and it didn’t. Hats off to Mint Roofing for a story, well done.

Published on: August 12, 2013