February 3rd, 2011 Gazette By: Mike Hughes
A STOCKTON landscape gardener has set out the essential steps for branding a small business.
At the back-end of last year, Andy Smith realised that Green Onion Landscaping needed to be recognised as a brand with a positive marketing strategy.
He turned for advice to Business Link and adviser Mark David to address the marketing and design of the company van, uniform, stationery, and website.
Andy, of Fairfield, Stockton, said: “I’ve worked in the landscaping business for 18 years. My own business was successful and had been growing steadily for the past four years. I had heard of a few local landscaping businesses closing down. I decided that my company wasn’t going to join them and I started thinking about the opportunities still out there as a result of the closure of other firms in the area.
“The inspiration for my new logo design came from my love of the 1960s. My nickname is ‘Onion’ because there’s a 1960s song called Green Onions by Booker T and the MGs, I’m known for loving this, amongst other 60s tunes. The name Green Onion also stands out in your mind.”
The new Green Onion logo has now formed the basis of a new branding and marketing materials. The company is in the process of delivering new leaflets locally to coincide with the seasonal start of gardening projects.
Business Link adviser Mark David was able to help secure funds towards the marketing, design, and branding project through the Over The Threshold project run by Stockton Council in conjunction with North East England Investment Centre. They secured designer Ian Shield from edot3 in Newcastle to design the brand and put together a marketing strategy.
Andy said: “Ian did a great job designing my new brand; it’s very professional and clean-looking with that bit of a twist, it exactly depicts what Green Onion Landscaping is all about. I’m very creative and a perfectionist.
“My partner Catherine Houston has spent a long time doing SEO on the site and uploading all the images and writing articles, this has really paid off. We are now ranking in the top three for most of our landscaping services in Teesside, Stockton, and Darlington.”
The strategy is backed up with a regular blog, gardening ideas, and tips for customers and a subscribable newsletter. “I feel it’s time to put Green Onion Landscaping on the map,” said Andy.
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