Mainebiz

V O L . X X I V N O. X I M AY 2 8 , 2 0 1 8 12 W e all know a logo design is only a small part of branding. What's critical to a successful branding strategy is defi ning the brand message. A brand message should answer the question in seven words or less: "Why should a cus- tomer hire you over a competitor?" Believe it or not, many businesses have a tough time accurately describing themselves. It's especially diffi cult if the business off ers a variety of products and services to diff erent markets. Here are a few tactics to discover your identity: 1. Conduct a survey: Ask your customers what they think of your business. Craft questions so you receive honest answers. Enable customers to openly comment on your business, brand, customer service, products, sales and overall experience with your company. In-person survey responses need to be documented to evaluate com- mon threads and themes. 2. Inventory strengths, weaknesses, opportunities and threats (SWOT): Focus on your strengths and dis- continue or outsource the things you're not good at doing. What new opportunities can you identify that you might have overlooked? Has the market changed? Are there new competitors who threaten your business? Allow plenty of time to write your SWOT analysis. 3. Identify consistent profi t centers: The key is making a profit from a service you provide or a product you sell — not just making a living. Profi t enables you to grow a sus- tainable business. 4. Defi ne what you're passionate about and why: Articulate what gets you excited about your busi- ness and why. is is the rocket fuel for your business so take the time to sort this out. 5. If you're a Jack-of-all-trades: Bundle your services under one label, such as a business consultant to a specifi c industry or expertise in solving a specifi c business problem. Separate your services and skills from your niche market so that you can pivot your business to new, more profi table markets, if needed. Know your clients How well do you know your clients? I'm acquainted with a fi nancial advisor who knows his clients very well: their educa- tion, income, number of children, neigh- borhoods, vacation spots, cars, job titles, and the schools their children attend, etc. He knows their pain-points and provides tailored advice to his clients, so they can avoid an undesirable future. Know your customers and pain- points on a deep level so you can deliver solutions that alleviates their pain — either now or in the future. How can you relieve your customer's pain? Now that you know more about yourself and your customers, how can you best relieve your customer's pain? What unique "pain relief " do you provide your customers? Consistently reducing or removing a customer's pain will grow raving fans for your business. Be crystal clear about your pain-solution and its delivery. Narrow your focus and offerings No one can be all things to all people and do an excellent job. We're all fi nite in what we can accomplish. Use what you have wisely and focus on the outcomes that can be achieved while stretching to reach long-term objectives. Concentrate on one or two solutions that delivers serious pain relief for your customers, delivered at precisely the right time. Craft your brand message If you've taken an honest assessment of your business and customers, you should have quality data and insights to help craft your brand message. Review the data and look for patterns that point to a direction or theme. Craft your brand message to con- nect to your customer's pain and delivers an inspiring promise. Apply the brand message throughout your organization for an outstanding cul- ture and unforgettable experience for your customers. A H is the owner and creative director of GCMD, a Portland web design, branding and marketing agency that's focused on BB companies and larger non- pro ts. .GCMD. / -- Create the perfect brand message in 5 simple steps B Y A L E X A N D R A H E S E L T I N E H OW TO PRESEN T ING SP ONSORS A D D E A DL IN E JU N E 29 Inserted into our August 6 issue Distributed at our Women to Watch event on September 25 TO L E A R N MOR E , VISIT MA IN EBI Z .BI Z / W T WMAG S P E C I A L E D I T I O N Be a part of the commemorative Women to Watch Alumni Magazine! August 6, 2012 V O L . 1 3 N O . X X M A I N E ' S B U S I N E S S N E W S S O U R C E $ 1 . 0 0 A l s o I N s I d E August 6, 2012 V O L . 1 8 N O . 1 7 M A I N E ' S B U S I N E S S N E W S S O U R C E $2.00 Profiles begin on page 18 Manufacturing carolyn Brodsky President, Sterling Rope nonProfit Blaine grimes Chief development officer, Gulf of Maine Research Institute Professional services Melissa smith President of The Americas, Wright Express He altH care lisa letourneau Executive director, Maine Quality Counts WoMan-oWned coMPany Pam allen Owner of Quince & Co. F O C U S M A I N E ' S B U S I N E S S N E W S S O U R C E ned coMPany Owner of Quince & Co. August 8, 2011 V O L . 1 3 N O . X X M A I N E ' S B U S I N E S S N E W S S O U R C E $ 1 . 0 0 A L s o I n s I d E August 8, 2011 V O L . 1 7 N O . 1 7 M A I N E ' S B U S I N E S S N E W S S O U R C E $1.00 F O C U S H e a lt H c a r e : e d u c at i o n : n o n p ro f i t : New England Passenger Rail Authority W o m a n - o W n e d b u S i n e S S : m a n u fa c t u r i n g : CEO, Saunders Bros. at Locke Mills LLC profiles begin on page 15 M A I N E ' S B U S I N E S S N E W S S O U R C E ned Owner of Quince & Co. M A I N E ' S B U S I N E S S N E W S S O U R C E n o n p ro f i t : patricia Quinn Executive director, Northern New England Passenger Rail Authority m a n u fa c t u r i n g : louise Jonaitis CEO, Saunders Bros. at Locke Mills LLC August 9, 2010 V O L . 1 3 N O . X X M A I N E ' S B U S I N E S S N E W S S O U R C E $ 1 . 0 0 A l S O I N S I D e August 9, 2010 V O L . 1 6 N O . 1 7 M A I N E ' S B U S I N E S S N E W S S O U R C E $1.00 F O C U S P R O F E S S I O N A L S E R V I C E S : C O M M U N I C AT I O N S : T E C h N O L O G y : C O N S T R U C T I O N A N D R E A L E S TAT E : N O N P R O F I T : M A I N E ' S B U S I N E S S N E W S S O U R C E CEO, Saunders Bros. at Locke Mills LLC M A I N E ' S B U S I N E S S N E W S S O U R C E $1.00 R O F E S S I O N A L Regional manager and principal scientist, Kleinfelder/S E A Consultants O M M U N I C AT I O N S : Susan Corbett CEO, Axiom Technologies LLC y : Susan MacKay President, Zeomatrix O N S T R U C T I O N A N D R E A L E S TAT E : President, Howie's Welding & Fabrication; managing principal, Otis Mill Ventures Executive director, Pine Tree Legal Assistance Profiles begin on page 17 August 10, 2009 V O L . 1 3 N O . X X M A I N E ' S B U S I N E S S N E W S S O U R C E $ 1 . 0 0 Feds boost bank loans, spending B y R e B e k a h M e t z l e R A federal program designed to pump cap A federal program designed to pump cap A - ital into the nation's banks has driven up A ital into the nation's banks has driven up Acommercial lending at the four Maine Acommercial lending at the four Maine A banks that collected more than $50 million from the effort. The Capital Purchase Program, created as part of the Targeted Asset Relief Program enacted last fall, was aimed at providing healthy, well-capitalized banks with $218 bil- lion total in additional funds to ensure contin- ued lending. The federal government provided the capital to banks by purchasing non-voting stocks and participating banks agreed to pay a 5% dividend rate per year for the first five years. After five years, the rate jumps to 9%. a l s o I n s I d e August 10, 2009 V O L . 1 5 N O . 1 7 M A I N E ' S B U S I N E S S N E W S S O U R C E $1.00 F O C U S p h o t o s / dav i d a . r o d g e r s ; K r i s d o o dY p h o t o / J o e p h e L a N M A N U FA C T U R I N G : H E A LT H C A R E : N O N P R O F I T : W O M A N - O W N E D B U S I N E S S : S C I E N C E A N D T E C H N O L O G Y : C O N S T R U C T I O N : M A I N E ' S B U S I N E S S N E W S S O U R C E R O F E S S I O N A L Regional manager and principal scientist, Kleinfelder/S E A Consultants O M M U N I C AT I O N S Susan Corbett CEO, Axiom Technologies LLC y : Susan MacKay President, Zeomatrix O N S T R U C T I O N President, Howie's Welding & Fabrication; managing principal, Otis Mill Ventures Executive director, Pine Tree Legal Assistance Profiles begin on page 17 years. After five years, the rate jumps to 9%. Steven Ward, senior vice president and CFO of The First Bancorp in Damariscotta, says his bank's total risk-based capital is now above 14%, up from 11% at the end of last year. "In addition to giving us greater ability to weather the current economic storm, it also provides us with more of an opportunity to work with borrowers who are struggling to Claire KiedrowsKi K a p pa M a p p i n g i n c . shannon Kinney D r e a M L o c a L D i g i ta L Beverly neugeBauer & dr. BarBara slager c o a s ta L Wo M e n ' s H e a L t H c a r e sandra stone M a i n e a n g e L s i n v e s t M e n t n e t Wo r K F O C U S e D u c at i o n / t r a i n i n g T H E L I S T s e e W H o ' s n e x t o n pa g e 4 6 » p ro f i L e s s ta r t o n pa g e 1 4 » p H o t o s / t o p : a M B e r Wat e r M a n ; Bo t t o M : t $2.00 August 5, 2013 VO L . X I X N O. X V I I www.mainebiz.biz work with borrowers who are struggling to 5% dividend rate per year for the first five years. After five years, the rate jumps to 9%. Steven Ward, senior vice president and CFO of The First Bancorp in Damariscotta, says his years. After five years, the rate jumps to 9%. Steven Ward, senior vice president and CFO of The First Bancorp in Damariscotta, says his bank's total risk-based capital is now above 14%, up from 11% at the end of last year. "In addition to giving us greater ability to weather the current economic storm, it also provides us with more of an opportunity to work with borrowers who are struggling to e t Wo r K t i M g r e e n W ay work with borrowers who are struggling to F O C U S S o u t h e r n M a i n e S e e w h o ' S n e x t o n pa g e 4 6 » EllEn BElknap Margo Walsh aMBEr laMBkE laurEn WaynE Claudia raEsslEr Sp onSored By P r o f i l e s s t a r t o n P a g e 1 6 » M aine is awash in high-profile, accom plished women. We have female leaders in Congress, the U.S. Senate, executive suites in public companies and board rooms, but also manufacturing sites, healthcare companies and in the farm-to-table supply chain. Yet the journey continues. Now in its sixth year, the Mainebiz Women to Watch award started in response to the lack of women on the cover of our own publication, as well as to growing evidence that women were, in fact, assuming more control of executive suites and Senate chambers and small businesses. is year we were pleased to see nominations from across the state and across industry lines. e women profiled in this issue are just a fraction of the women in leadership positions around the state. ey represent the fields of architecture, manufacturing, staffing, entertain ment and agriculture. ey're women that have faced challenges, personally and professionally, and found ways to get things done. ey're resourceful, creative, resilient, independent minded, hardworking, thoughtful and smart. And we're proud to present them as our 2014 Women to Watch. p h o t o S / t o p r i g h t : a M B e r w at e r M a n ; o t h e r T H E L I S T August 11, 2014 V o L . x x n o. x V i www.mainebiz.biz weather the current economic storm, it also provides us with more of an opportunity to weather the current economic storm, it also provides us with more of an opportunity to work with borrowers who are struggling to work with borrowers who are struggling to weather the current economic storm, it also ored By P r o f i l e s s t a r t o n P aine is awash in high-profile, accom plished women. We have female leaders in Congress, the U.S. Senate, executive suites in public companies and board rooms, but also manufacturing sites, healthcare companies and in the farm-to-table supply chain. Yet the journey continues. Now in its sixth Women to Watch award started in response to the lack of women on the cover of our own publication, as well as to growing evidence that women were, in fact, assuming more control of executive suites and Senate chambers and small businesses. is year we were pleased to see nominations from across the state and across industry lines. e women profiled in this issue are just a fraction of the women in leadership positions around the state. ey represent the fields of architecture, manufacturing, staffing, entertain ey're women that have faced challenges, personally and professionally, and found ways to get things done. ey're resourceful, creative, resilient, independent minded, hardworking, thoughtful and smart. And we're proud to present them as our 2014 Women to Watch. a n ; o t h e r S : t i M g r e e n way T H E L I S T F O C U S G R E AT E R B A N G O R S E E W H O ' S N E X T O N PA G E 4 2 » P H O T O S / W I L L I A M T R E VA S K I S KRISTEN MAILE GENA CANNING HEATHER SANBORN LOIS SKILLINGS Women to Watch award around the state. ey represent the fields of P R O F I L E S S TA R T O N PA G E 1 6 » $2.00 August 10, 2015 VO L . X X I N O. X V I I www.mainebiz.biz aine is awash in high-profile, accom plished women. We have female leaders in Congress, the U.S. Senate, executive suites in public companies and board rooms, but also manufacturing sites, healthcare companies Yet the journey continues. Now in its sixth Women to Watch award started in response to the lack of women on the cover of our own publication, as well as to growing evidence that women were, in fact, assuming more control of executive suites and Senate chambers and small businesses. is year we were pleased to see nominations from across the state and across industry lines. e women profiled in this issue are just a fraction of the women in leadership positions around the state. ey represent the fields of architecture, manufacturing, staffing, entertain ey're women that have faced challenges, personally and professionally, and found ways to get things done. ey're resourceful, creative, resilient, independent minded, hardworking, thoughtful and smart. And we're proud to present them as our 2014 Women to Watch. r e e n way Women to Watch award around the state. ey represent the fields of T H E L I S T F O C U S C O R P O R AT E P R I VA C Y & S E C U R I T Y P H O T O S / T I M G R E E N WAY S E E W H O ' S N E X T O N PA G E 3 8 » P RO F I L E S S TA R T O N PA G E 1 4 » L I N D S AY S K I L L I N G D E A N N A S H E R M A N D E B R A D. TAY L O R A N D R E A C I A N C H E T T E M A K E R $2.00 August 8, 2016 VO L . X X I I N O. X V I I I www.mainebiz.biz F U L L C O N T E N T S O N PA G E 4 F O C U S C O R P O R AT E S E C U R I T Y 36 Cyber notebook Check out some of the latest trends in corporate security and cybersecurity. 0 50 100 150 200 250 300 350 400 450 500 Hospitality Education Technology Financial Services Retail Other Industries Government Health Care 2013 2014 2015 2016 32 Cyber crime Maine experts in corporate security talk about how to protect vital business records. P H O T O S / T I M G R E E N WAY PRESEN T ING SP ONSORS Mainebiz is proud to present the 2017 Women to Watch. This year we had so many great nominees, we named five honorees instead of the traditional four. They come from a range of industries and each have an interesting story to tell. Each is a strong leader in her own way — and we think you'll agree these Women to Watch are blazing a trail in the Maine economy. PATRICIA ROSII PATRICIA ROSI ELIZABETH HAYESI DANIELLE M. CONWAYI DEIRDRE WADSWORTHI DEIRDRE WADSWORTH NANCY STROJNYI P R O F I L E S S TA R T O N P A G E 1 4 $2.00 August 7, 2017 VO L . X X I I I N O. X V I I I www.mainebiz.biz The Women to Watch Alumni Magazine is a publication celebrating 10 years of Mainebiz Women to Watch honorees. We will be taking a look back at the many women recognized over the last decade to see where they are now and what they have accomplished. Commercial and industrial roofing Roof installation, repair and maintenance Partnering with Maine's largest businesses, hospitals, schools and towns The Difference is in the Details 43 Years of Experience Managing Roof Assets in Maine To learn more, visit www.geroofing.com 669 Riverside Drive, Augusta / 207-622-9503 © Gary Peachey

• Cover