Case Study: Transforming a Local Business into a National Brand

(Update - we are working on a rebrand with the next generation of this family business - stay tuned!)

Background:

In the period spanning 2006-2017, we took a local small family business and orchestrated a remarkable transformation. Through strategic branding efforts centered around the key individual, the company not only achieved local success but also garnered national recognition, with achievements including a museum exhibit, a successful national tour, invitations to exclusive events, speaking engagements, school presentations, features in newspapers and magazines, and pitches to several TV production companies. Despite their eventual retirement, the brand's online presence continued to thrive, dominating Google search results even seven years post-retirement, despite the unpublished old website.

Strategic Initiatives:

1. Personalized Branding: Crafted a brand centered around the key individual, creating a unique identity that resonated with the target audience.
   

2. Museum Exhibit and National Tour: Orchestrated a museum exhibit at the Eiteljorg Museum Steel Ponies Exhibit in Indianapolis, resulting in a 5-month showcase.
   Planned and executed a successful national tour, expanding the brand's reach across the United States.
   

3. Invitational Events and Speaking Engagements: Secured invitations to exclusive invitational events, establishing the brand as a prominent player in the motorcycle industry. Arranged speaking engagements at various industry and community events.
   

4. Media Recognition: Garnered features in newspapers such as the Houston Chronicle, magazines including Easyriders, and online publications. Contributed to several TV production company pitches, resulting in notable appearances and collaborations and faciliation of coverage on channels like ABC 13 and Telemundo.
   

5. Online Dominance:Achieved and maintained a strong online presence, with a focus on dominating Google search results, even after the retirement of the business. Successfully maintained visibility despite the unpublished state of the old website.
   

Legacy After Retirement:

• Despite the eventual retirement of the business, the brand's impact endured, continuing to be prominently featured in Google search results seven years later.

• The strategic branding efforts ensured a lasting legacy, solidifying the business's place in the motorcycle industry.

• UPDATE: New announcements coming soon!

Conclusion:

This case study exemplifies the transformative power of strategic branding in turning a local family business into a nationally recognized brand, even with a tiny budget to start with. The combination of museum exhibits, national tours, media recognition, and a strong online presence contributed to the enduring legacy of the brand, proving that thoughtful branding strategies can leave a lasting impact, even after the business's retirement.

Tasks Performed by the team:

Rebranded company resulting in a national tour, including a 5-month museum exhibition in Indianapolis and national speaking engagements. Secured sponsorships from national companies and appearances that put the company on the map in the motorcycle industry.

• Created and directed marketing plan and budget
• Rebranded company with a new logo, taglines, websites, and collateral
• Crafted and controlled company reputation and message, as well as owner publicity
• Pitched and negotiated with production companies for national TV opportunities
• Arranged speaking engagements
• Planned and executed US tour schedule
• Authored press releases, communicating with media
• Prepare proposals, presentations, and sponsorship requests
• Designed trade show displays and collateral
• Graphic design for all marketing collateral, advertisements, websites, t-shirts, signs, posters, branding, etc
• Business development and planning for production parts line expansion

FEATURED WORK 2006-2017

Print

• Featured in SAY Magazine Entrepreneur issue

• First Place Freestyle at Ultimate Builder Bike Show

• Houston Chronicle

• Chromed Out Magazine

• Humble Observer for Vegas

• Humble Observer for Sturgis

• Easyriders Magazine - a Lichter submitted event photo

• Hot Bike Magazine

• American Trike Magazine

• Biker Kulture Magazine

• American Cycle Magazine

• Built Magazine

• Thunder Roads Magazine

• In The Wind Magazine- a Lichter submitted event photo

• The Biker Guide Magazine

• Clubhouse Magazine

• Numerous online magazine and blog features

• Current submissions in progress to domestic motorcycle publications

• Several un-credited event bike shots in various other magazines

Awards

• 1st Place Freestyle Ultimate Builder Championship Dallas, TX

• 3rd Place Freestyle Class AMD Invitational Bike Show at Harley 110th Anniversary

• Received more than 100 awards for work in both auto and bike industries in 20+ years

• Places often in top 3 places with at least one or all of the vehicles brought to shows

• Voted Best Motorcycle Shop in Houston by local media for 3 years

Television and Live Appearances

• ABC 13 Segment

• Telemundo at Las Vegas Bikefest

• Footage taken by ThrottleGirl at AMD Bike Show for upcoming videos

• Eiteljorg Museum Steel Ponies Exhibit -  Guest Speaker

• American Thunder Motorcycle Show on Speed Channel at ROT Rally

• Anything that Rolls-3 appearances

• Choppahead Videos

• Three Jim Beam Devil’s Cut  Appearances with wrapped bike and trailer, including liquor store bike display

• Filmed for a reality pilot pitch

• Currently submitted footage and info to 3 different production companies at their request (no contract or deals standing that would interfere with anything else)

Additional Info

• Competed at Artistry In Iron at Las Vegas Bike Fest Invitation Only show going on a third year October 2016

• March-August 2012 Steel Ponies Exhibit  at the Eiteljorg Museum of Native American and Western History -with custom CTC Board Tracker-5 month exhibit with bikes from Smithsonian, HD Museum, Wheels Through Time and record breaking/famous historical motorcycle displays. Involving bikes by Arlen Ness, photos by Michael Lichter, tv bike by OCC , jump bike of Evel Knievel’s and more.  Daniel was the only builder who created a bike for event unveiling.

• Won 3rd place Freestyle Class at Harley 110th Anniversary AMD Invitational Bike Show in August 2013 (invite only)

• Invited to compete with 19 other builders in Artistry in Iron Master Builders Competition at Las Vegas Bike Fest 2013 (invitation only competition)

Public  Speaker

• Celebrity builder and  event  judging appearances

• Participated in the AMD World Championship Bike Building Contest in Sturgis 2010

• BBB Good Standing-only local fabrication shop in good standing

• Invited to attend Bike Week and Biketoberfest in Daytona Beach (in negotiation)

• 2nd appearance backstage with musical artists for Buzzfest in October

• Featured builder at 2nd Gulf Coast Classic event in Houston

• Speaker for a second year at Landrum Middle School Career Day