Nu Look

didn’t make those words up; that’s what was derived from our employees and our cus- tomers. They said, ‘It was amazing; they take really good care of you.’ Our employees say, “It’s an amazing place to work.’ So, those are the things that rose to the surface and that’s what we use as our brand DNA– those are our core values: personalized care and amaz- ing results.” “We’re going to try and do something differ- ent from anybody else in our sector,” Fingles says, summing up the story of its search for brand. “How does a company, at its core, get to provide exceptional care and exceptional service to create amazing experiences for the customer? That’s what we’ve been putting all of our energy into trying to figure out.” Congratulations NU LOOK HOME DESIGN, a true American success story! Alside Supply, manufacturers of siding and windows since 1947. out to dinner. You can get some lobsters and steam them up and make potatoes au gratin and asparagus with Hollandaise sauce. The restaurant doesn’t have an advantage over you; what they’re doing is providing service. And the service requires human capital be- cause that’s what service is.” So, one result of the brand initiative, ac- cording to Fingles, was recognizing the need for the company to focus on its current and future staff so that they can provide the type of service that connects emotionally with their customers. “Human capital is the hard- est thing to get – to hire people and maintain a staff,” he says. “The number one reason why businesses fail is because they don’t have the right people working there. So, over the next several years, we’re going to knuckle down and work on our brand as an employer, work on our internal culture, and work on solutions to ensure that we have the best people work- ing here, so we can provide the best service. Once we get the best people working here, to provide the best service, then we can start to elevate our revenue. And once we elevate our revenue, we can hit our targeted growth goals.” In addition, the branding exercise gave Fin- gles and Bury a working encapsulation of the company’s true brand values. “Our brand DNA is ‘personalized care with amazing results,’” Fingles states. “If you buy a roof from us, we want to provide personalized care to create an amazing experience and amazing results. If you work here, we will provide personal- ized care to give you an amazing result. We PREFERRED VENDORS n ABC Supply Co. www.abcsupply.com ABC Supply Co., Inc. is the largest wholesale dis- tributor of roofing in the United States and one of the nation’s largest distributors of siding, windows, and other select exterior and interior building products, tools, and related supplies. Since its start in 1982, the company has grown to become a na- tional organization with more than 700 branches and other facilities in 49 states. n Alside Supply www.alside.com NU LOOK HOME DESIGN