Polishing the brand

The greatest branding lesson Liza Lightfoot has learned in her 30 years in business? “I wish I had done it many years ago but I was afraid to spend the money and didn’t think it was essential,” she says of efforts to revamp the look, feel and presentation of Avant Gardening and Landscaping, based in McFarland, Wis.

Marketing has never been a big priority. But then, this is a common theme among business owners who are busy figuring out how to absorb higher materials costs, inflating gas prices and more. Branding just doesn’t make the to-do list many times. But, Lightfoot learned, it should.

The concept was introduced by several employees, who suggested it was time to give the Avant brand greater visual appeal – a look that matched the type of high-quality, creative work the team produces for high-end clients. “It took someone to convince me that it was a good idea,” says Lightfoot, adding that she wants people in her business to bring ideas forward and take ownership over initiatives. So, this was one example where that happened – and efforts were successful.

The target market for Avant Gardening and Landscaping is clients who value design and are willing to pay for quality. That’s why the company charges a design fee for plans. Doing so gives Avant an opportunity to grow a relationship with a client prior to starting a project, and to vet clients to be sure they are truly a fit for the business. Those who want a free design generally aren’t a “sweet spot” for the Avant team.

Before, Lightfoot described the Avant look as “hippie.” “With the branding and visuals cleaned up, we look much more professional and that matches our goal to do a high-end product,” she says.