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The rebranding plunge
 

When a competitor had the same name as Taylor Milliken’s growing company, he made the bold move to start fresh with a new identity.

Since it was first established in Hendersonville, a city North of Nashville, 11 years ago, Elite Landscape Co. has built strong brand recognition around the Nashville area for quality service and work.

Elite’s signature red leaf logo is easy to spot on roadways and lawns all around the greater Nashville area. But owner Taylor Milliken decided he had to take a big risk … and to make one of his toughest business decisions ever, to ensure his company’s future growth.

Elite’s growth has been impressive since its birth in 2002 – serving four times as many customers as it did just three years ago. But as Elite branched out into new markets, Milliken’s research showed his wasn’t the only landscape company operating under the “Elite” name.  A competitor just over the state line in Kentucky was using the same name, and as Milliken’s customer base expanded, he felt there was bound to be confusion for consumers.

“You’re going to run up against one of two problems” Milliken says. “Either you’re going to be competing against a great company with an established brand presence, or worse, one that’s got a bad reputation, with poor service and poor quality.

“The customer shouldn’t have to decipher which is which,” he says. “You have to be one of kind.”

Milliken’s goal was clear from the beginning: find a unique name that would pass the test not only in the region, but across the country. He resolved to come up with a new company name in just two weeks.

For the rest of the story, visit bit.ly/llelite.
 

The truth about ticks
Even though it’s getting colder, ticks can still be a problem. Terminix entomologist Stan Cope talks about where ticks are most prevalent and how to prevent getting bit. One tip: Tuck your pant leg into your socks to stop them from going up your leg.
bit.ly/llticks

Strong service
James David Power III, founder of J.D. Power and Associates, and his son Jamey Power, a former head of the J.D. Power’s office in Detroit, talk about the current state of customer service and how to use the Internet to improve your customer service and your brand.
bit.ly/lljdpower

Tips and tricks for social media planning
Jan Bills, owner of Two Women and a Hoe, explains how building a social media plan is similar to planting a garden. She also explains her step-by-step process of how to get started in the world of virtual networking.
bit.ly/llsocialplan
 

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