I AM SURE YOU have invested much time and hard-earned money to create the product or service you currently offer your customers. The last two columns focused on establishing clear communication with your customer base with some practical considerations … putting together an effective ad to talk to your customers, and then deciding the best media options for getting your brand message across to them.

We will now examine a few more ideas to further build your brand and grow your business. They can be simple measures that will not necessarily take any significant financial investment, but will involve a committed and determined investment of your time.

Excel at delivering your brand promise

This can be achieved in two ways: a memorable in-store experience and superior service. The customer has seen your advertising messages and on that basis has walked into your store with certain expectations. This is the moment of truth. Will your ‘brand promise’ deliver against those expectations? Now is the chance to go that extra mile to make sure your customer leaves absolutely satisfied with your brand offer, and with full intentions of returning again in the future.

Going that extra mile could mean: carrying Mrs Jones’ groceries out to her car because she is getting on a bit and does not have the strength she once had.

Taking the time to carefully answer all the questions regarding your customer’s new purchase and then, as a freebie, including that little ‘extra’ something as an appreciation of their patronage. The little extra something could be as simple as a discount voucher of some kind valid for a future date, thus ensuring their return should they wish to use it.

Another extra could be personally delivering a box of chocolates or some flowers to the home of an irate customer to reinforce the fact that you are genuinely sorry for an inconvenience caused.

Actions like these cost very little in monetary terms and have huge potential to win customers for life.

Make sure your brand consistently offers the best possible quality. Sometimes one has to ‘invest’ in the brand at the expense of short term profitability in order to build a sustainable quality brand for the long term. If the widget you sell needs an extra wheel because customers are asking for it … do it; make the investment. It may cost a little extra but will pay for itself many times over in the long run.

If your product or service offers consistent quality and the shopping experience matches that level, then over time the price becomes less of an issue – it is offset by the positives in dealing with you and your brand. Your customer will feel… ‘I am prepared to pay the few extra dollars because I know I will be completely satisfied with my purchase and they make me feel special in the way they treat me ’

A happy customer is a returning customer

Ask your customer what they think and feel about your brand .This is effectively the beginning of building your own customer research information pool. It will often uncover barriers to entry or purchase, or confirm positives for continued purchase. This will help you to refine and improve your overall offer. It all goes toward understanding who your customer is and what is important to them. Apart from the fact that you will gain valuable information to help grow your business, your customer will think well of you for taking the time to talk to them, thus earning their respect and ultimately their trust. You will recall from an earlier columns that one of the key building blocks for any brand is TRUST.

Actively market your brand ’internally’

It is vital that your vision for the business and the brand positioning strategy is shared with your staff. Once involved they will readily understand where you want to take the business and be able to effectively translate that learned knowledge into the type and quality of service that your customers deserve.

Brand building is as much to do with common sense and the way we treat people as it is to do with obeying a few basic rules. Brand building:

• gives you differentiation in the market place
• is a great vehicle to communicate and build promotions
• builds a goodwill factor into your balance sheet [ultimately that translates to a dollar value]
• encourages customer recall and self selection
• allows a higher price to be charged over time
• helps to build customer loyalty
• helps you add associated products to your offer and piggy back on your brand recognition.
• will build a strong image for your business

Decide your plan, stay with your plan, execute your plan well and remember….

‘That some achieve great success is proof that others can do it as well’ Abraham Lincoln

BOQ is Australia’s fastest growing retail bank and it’s a success partly due to the many managers owning their own branch. As small business owners they have invested in communities they care about. They’re also committed to the BOQ philosophy of corporate social responsibility by aligning their values and actions with the expectations and needs of stakeholders, whether they be customers, employees, shareholders, the environment, the community they operate in, or the government regulators they must comply with.

“Most of all, the first thing we own is personal service”, says Stephen with genuine enthusiasm. “We believe in the importance of personal attention for our customers whether they are shop assistants or shop owners; whether they are seventeen or seventy. We believe local communities are better served when they have their own bank manager who knows what’s at stake and understands the personal responsibility involved in undertaking a business venture.”

Stephen strongly supports his local community as president of Maleny Commerce, an organisation which has gone from strength-to-strength over the last couple of years. For example, its monthly business breakfast meetings can attract upwards of 65 local traders and professionals. Stephen is also a director of Queensland’s Chamber of Commerce & Industry (CCIQ) which guarantees there’s an influential hinterland voice in a number of state business forums.

Chef Chris Wright, Pauline and Craig Mitchell back on deck at The Terrace

THE TERRACE Restaurant of Maleny is a byword for fine dining on the Sunshine Coast hinterland. Over the years it has attracted many thousands of tourists and locals to its doors, and has helped put Maleny on the map. Winner of best tourism restaurant in Australia in 2002, it was inducted into the Queensland Business Leaders Hall of Fame by its former owners Craig and Pauline Mitchell.

Craig and Pauline sold the restaurant several years ago, but recently bought back into the business in partnership with one of their former chefs, Chris Wright. It was Chris who developed many of the restaurant’s signature dishes still on the menu today, and he is back with a strong intention to create a renaissance to rekindle the interest of visitors and locals.

Chris is delighted to be living on the Hinterland and to have returned to the Terrace. “I always loved working here with Craig and Pauline, and over the years we have discussed various business options. So, when the Terrace came back onto the market recently we saw it as the perfect business partnership for us”.

Chris’s formal training began under the tutelage of traditional European chefs at both The Hilton and Sheraton Hotels in Melbourne before he moved on to expand his skills in a host of dynamic kitchens throughout Queensland.

Chris has a finely tuned sense of the perfect menu. While retaining the perennial Terrace favourites such as the seafood chowder, granite grill, and the popular seafood platter, Chris has evolved the menu with a range of exciting new dishes to create what Chris describes as a Global Renaissance. This is a dining experience based on various global cuisine styles – dishes prepared with European cooking techniques, but presented in contemporary rather than traditional styles – in other words, classics with a twist.

Wait staff member Coralee in her new Terrace uniform

Examples of new main dishes include: slow roasted pork shoulder and marinated medallions of wild boar on a corn and capsicum espitata with sofrito, Tequila and white tomato caulis $30. Edeowie farm cutlets with mint pea mousse, eggplant and almond baklava with oregano glaze $34. Snapper medallions layered with sand crab, chilli jam, and crisp crust on shellfish bisque $36. 250g Slow roasted sirloin with kipfler potatoes; red currants pine nuts and chocolate Yorkshire pudding with a lime glaze $36.

As for desserts: Try Peach and pear crumble with cardamom and palm sugar ice-cream served with cinnamon yoghurt sauce $16. A 2 course menu for children under 12 for $15 is also available.

Chris prepares food with a total sensual experience in mind and this will include a fabulous banquet menu, and an eight course degustation menu that is a dining experience not to be missed. The Terrace Team have also expanded their extensive wine list to include more affordable wines by the glass, starting from just $5.

For bookings: call The Terrace Restaurant of Maleny on 5494 3700.

Jane Todd with her dog Pug in her new Maleny kitchen with Range cabinet maker, Paul Randall

INSTALLING a new kitchen into an old house can be daunting even to the most determined renovators. The disruption to normal life is enormous and the cost seems to spiral out of control. Fortunately for Jane Todd, who lives in a quaint Queenslander in Maleny, she found local cabinetmaker Paul Randall whose calming demeanour took the angst out of renovation.

Jane, who has lived in her house for seven years, had slowly re-decorated it herself, and she was ready to install a more modern and a more functional kitchen.

“It was fairly tatty with an awful old upright stove. Some of the cupboard doors wouldn’t close and the workbench was dated and marked”, says Jane.

As a busy proof reader of academic theses, and a tutor in editing at the University of the Sunshine Coast, Jane didn’t really have the time to wander around showrooms selecting the many elements of a modern kitchen.

This is a scenario Paul is used to. “I could see that Jane needed some guidance”, he says, “but I didn’t want to impose too much. So I gave her some ideas to play with, like not too many colour samples for the bench tops.”

Most of the cupboard carcases have been retained as well as the burgundy tiles around the workbench and sink. Paul simply replaced old wooden panels with cream melamine. New cupboard doors, pot drawers and kickboards add the fresh and modern facelift the kitchen needed.

Paul also advised on stove and range hood options, and suggested new mixer and water filter taps. Jane had no need to chase tradesmen as Paul also coordinated the plumber and electrician.

Trained in the UK, Paul prefers to do makeovers and restorations particularly of kitchens, vanities, wardrobes and built-in furniture – in fact projects where the high cost of building makes it economical to do a makeover.

Jane is delighted with a new kitchen that hasn’t ‘broken the bank’ and adds a refreshing new aspect to her heritage Queenslander.

The Maleny Credit Union will launch a new finance broking business this month to boost service options to its Hinterland clients, and to attract a broader client base beyond the Sunshine Coast.

MCU Financial Services will be powered by the credit union but it will have its own logo and identity, and is the brainchild of MCU CEO Greg Stevens. His aim is that all existing and potential clients of MCU have access to the most comprehensive advice on their lending options, in addition to consumers who solely want access to this business separate from the credit union,whether it’s self- managed super schemes, to commercial and business loans.

Mr Stevens told the Hinterland Times that loans negotiated through MCU Financial Services will earn additional income for the credit union which will make more funds available for the MCU’s Community Grants Scheme. This will mean greater ongoing support for MCU members in the Hinterland region as well as support for not-for-profit groups and local art projects.

Maleny-based Marlene Jackson has been appointed to run MCU Financial Services which will have a three person board including MCU CEO, Greg Stevens. Greg will also be the managing director of this business. Marlene Jackson has an MBA in marketing and many years experience in Asia and the Pacific representing international firms such as the UK property company Richard Ellis, and international management consultantcy Arthur Anderson. She established her own business as marketing consultant and finance broker since moving to the Hinterland almost six years ago.

Ms Jackson said that MCU Financial Services will introduce a new level of lending expertise to the Hinterland.

“We will look at lending solutions that are specific to the person we are talking to”, said Marlene. “Where a bank does it the other way around. They have to massage the client around their products, because they can’t change their products.”

What it means for the average client is that the first port of call will still be an MCU loans officer. If he or she can’t provide the loan you want, then they will recommend you to MCU Financial Services.

Marlene will be developing this business independently of the credit union. However, if an MCU loans officer can’t provide the loan you want, then they will, with your consent, recommend you to MCU Financial Services.

“I would look at the person’s individual scenario”, says Marlene, “and shop around to find the best deal. This service is available to everyone and you don’t need to be member of the Credit Union, and all information given to MCU Financial

Services is kept separate and confidential from the Credit Union’s operations.

And there’s another benefit for MCU members”, adds Marlene.

“We can provide what we call a ‘health check’ on their finances to ensure they have the most suitable loan for their particular circumstances. That advice is free, and even if I find that a member’s existing plan is the best they can get, then I will advise them not to change.”

This new financial arm to the MCU is likely to be a shot in the arm to the income stream of the business that started out as a local co-operative more than 25 years ago. The credit union is hamstrung in growth potential by its relatively small geographic lending area, the loan funds it has available at any one time, and the types of loan instruments it can write.

Marlene Jackson says “Setting up MCU Financial Services is a pioneering and entrepreneurial way for a credit union to think as well as providing consumers with a one stop shop. You have to give Greg Stevens full marks for his vision in looking at new income streams for the MCU”.

Marlene won’t have a 9 to 5 regime and she won’t be office-bound. “I will be mobile”, she says, “and I will come and see you in your time and wherever it suits you, seven days a week.

Marlene Jackson has the entire country to market the new financial services arm of MCU. She is used to negotiating loans across the country and across the world. She will work closely with Greg Stevens to ensure MCU Financial Services is well pitched to attract both local clients and those outside the region.

This is where a Power of Attorney comes in. The grant of a Power of Attorney can either be made as a general grant for a particular purpose and for a particular time frame as long as the purpose of the grant does not relate to medical or personal matters; or as an enduring grant for an unlimited time frame for financial, personal and health matters.

It is important to distinguish between a grant of power of attorney and a will. A grant of power of attorney can only be used when the person granting the power is alive. Should that person die, then the grant of power of attorney ceases to be of effect and the Will takes over.

Everyone should consider appointing someone to act as their enduring attorney. The choice of an attorney should be taken with a lot of care and thought and should be someone you have complete trust in. When appointing someone as your enduring attorney you can specify exactly in which circumstance that person will act as your attorney. An example is the circumstance where you have been assessed by a medical practitioner as having lost capacity. To remove someone as an attorney is also possible by you expressly revoking that power.

By appointing an enduring attorney you are protecting yourself against the possibility that should you one day lose capacity to manage your own affairs, you will not put your financial position at risk. It is an insurance policy worth having!

Tove – Easton Lawyers

Ph 5478 6500 tove@eastonlawyers.com.au

‘To do this, you need to understand what a lender looks for!’

Lenders look at a combination of factors in analysing a loan application, which can be simply classified under the term ‘5 C’s of Credit’. Set out below are some brief descriptions of the ‘5 C’s of Credit’ to assist potential applicant/s consider and/or prepare a loan application.

1) Character: A lender will look at the stability of the applicant/s for both residence and employment, as a more stable person is more likely to repay their loan. Stability of residence is more relevant for unsecured personal loans and loans secured by motor vehicles. A lender is looking for honesty and will cross check all the applicable information provided in the application as well as the supporting information and subject to any anomalies and their relevance to assess the risk may cause the loan to be declined. The lender will also obtain a copy of your Credit File, which lists everyone’s credit enquiries made against the applicant/s including guarantees given. Also recorded are any credit defaults (paid & unpaid), bankruptcy act information, court judgements and directorships, personal details such as date of birth, license number, address & changes, employer etc. You can request a copy of your credit file on www.mycreditfile.com.au. Ensure a loan application is completed accurately.

2) Capacity: The lender will assess whether the applicant/s can afford to repay the loan, in most cases using a calculation that assesses the applicant/s Net Disposable Income (NDI). An applicant’s NDI is calculated by deducting from the applicant’s after tax income their current and proposed financial commitments (including a stress test margin of around 2.00% on top of the proposed and/or existing loans to ensure the loan can be repaid if interest rates rise) and the lender’s estimate of the applicant/s living expenses (in line with Australian Bureau of Statistics cost of living calculations). The NDI (after tax and assessed living costs) must be in surplus and above the lenders ‘confidential’ policy amount).

Savings statements are scrutinized to establish a savings pattern as opposed to lump sum savings, and loan statements will be viewed for dishonour fees and/or late payments to establish loan conduct/affordability and credit cards over limit. Too many credit cards may affect a loan application as the whole credit limit is assessed even if un-drawn as applicant/s can draw this credit at any time.

Income needs to be able to be validated, regular and certain, therefore main income from employment, normally minimum 12 months with same employer unless changed to a job in the same industry (can’t be on probation) and/or self employed for at least 2 years, exceptions can apply, investment income, some social security payments etc. The lender can’t put applicant/s into financial hardship.

3) Capital: This is an applicant/s net worth (assets less liabilities), which demonstrates a capacity to save and build wealth. Lenders’ look at the net worth of the applicant/s based on the length of time they should have been generating an income. Therefore explanations may need to be given if the applicant/s net worth position is too low for their time they were eligible to earn income, which could be due to relationship separations, being new to Australia, failed business and/or bankruptcy etc.

4) Collateral: This is the security being purchased and/or other available securities that can be used to cross collateralize the proposed loan. The security is assessed firstly by a loan-to-valuation-ratio (LVR), and then the security is valued by the lender’s valuer and/or valuation method, mostly conducted by a registered valuer (property), and not based on the owner’s valuation. The lenders’ LVR limits depend on the type of security offered. The higher the loan size and/or LVR the higher the lending risk.

5) Conditions: This relates to economic conditions, employment and/or self employment industry risks as well as the lender’s policy against these estimated risks.

BUNYA HOUSE,

28 Maple St, Maleny

(AFSL 246921)

Ph: 07 5499 8988

www.malenycu.com.au

Designing with flowers has absorbed Terrianne Burns for twenty years. From running two florist businesses in Brisbane to creating floral designs for world mega stars including Kylie Minogue, Robbie Williams and John Travolta. It’s what she’s always wanted to do. Terrianne is now running a thriving floral design business from Maleny where brides come from as far afield as New York and London to be married on the Hinterland of the Sunshine Coast.

TERRIANNE and her husband Trevor moved to Maleny from Brisbane in 2005 with Terrianne setting up Mondo Floral Designs and Trevor managing the production of the glossy Sunshine Coast Brides magazine, and more lately the Little White Wedding Church.

This active couple are a wedding industry in their own right in a market that is booming on the Sunshine Coast. Terrianne’s focus is servicing a wedding market that shows no sign of letting up. “We’re not a retail florist in the sense of people coming through the door wanting a bunch of flowers to take home. We specialise solely in wedding requirements and that’s a very big market”, says Terrianne from her large Maleny studio.

It’s not just flowers either because the modern bride is very conscious of ‘ theming’. So Mondo offer a package of creative ideas and are often called upon to provide the whole styling package including, designer mirrors, tea- lights, glass vintage vases, and candelabras.

“Each bride has a different vision for their wedding day and want individual floral touches”, says Terrianne, “and we work in with all the local restaurants, venues and suppliers so that we can assist in achieving the end result.”

What is surprising is that most of the bridal couples you see posing for photographs on the Hinterland, have come from somewhere else.

“Many come from Sydney or Melbourne”, says Terrianne.

Some come from overseas, and for us that involves a lot of email communication. Of course that’s very challenging with something as creative and demanding as floral design. Some people do come here to see us, like a couple from New York who are getting married at Maleny Manor in January. They are here for a week now and are touching base with us about their requirements. Sometimes we never see the brides. It’s all by email and there has to be a lot of trust from their perspective. But we have a very comprehensive website that presents our service and style perfectly” (created by Maleny’s Nathan Arrowsmith).

Terrianne has seen a large increase in her business each year since 2005. She now employs four people and is delighted to have just taken on a trainee. “She is a school- based trainee from Maleny High School and is very creative and spent an initial five weeks with us. She is so excited by floral design that we have just confirmed a government school-based traineeship for her.”

Mondo Floral Designs selects its flowers from all over Australia, including many varieties from local growers. Terrianne and staff visit their wholesalers, taking care always to have the final say over what they will take. “We tend not to import anything at all”, says Terrianne. “All of the product we receive is Australian grown, much of it is from NSW and Victoria where the roses in particular grow better. All our beautiful bulbs come from down south.”

“Because we’re now doing 6-9 weddings each weekend, we find that we need to get the very best product from wherever that may be across Australia”. What pleases Terrianne most about her very busy work schedule are the beautiful thank you cards she gets in the mail each week.

“We get to know everyone personally. I just love it because it’s a very involved service. We may do an hour or two hour initial consultation, and continue to keep in contact with our brides and on the day itself we deliver everything personally. We set everything up at the reception too. We make sure brides know how to hold their bouquets, and how to walk when they’re all dressed in their wedding gown. Often it’s the first time.”

Terrianne will design arrangements for church, reception and guests accordingly.” Many of our brides have a big focus on flowers. It’s the one day of their life when they’re allowed to have flowers”, she says with a grin. “A bride may spend $2000 – $3000 on bouquets ceremony and reception designs. At the other end of the scale, we have had $8-10,000 budgets just for flowers. That’s a very large event and it doesn’t happen every week”, she adds with a smile. “As far as the season for flowers is concerned, it’s definitely been extended with commercial growing techniques to what it used to be. It enables us to provide much of what they want … most of the time”, she adds with laugh.

It seems David Austin roses, hydrangeas and peonies are some of the most popular blooms. Sometimes particular flowers dictate the wedding day. For example, peony roses flower for only six weeks of the year so, if anyone wants a peony wedding says Terrianne, they have to get married from November to mid December.

“For us though, it’s about pleasing the client not what is easy for us. For example, last year we had a really large wedding where it was impossible for me to get what the bride wanted in Australia. The only way I could get the particular orchid that she wanted at that time of the year was to import it from New Zealand. She had no qualms and said I want it. Please do it. And I must say, we got a beautiful response card from her after the wedding.

Terrianne is delighted to be part of a thriving industry which depends on the natural attractions of the Hinterland. “Maleny has that attraction”, says Terrianne enthusiastically “because it has such beautiful accommodation and award- winning venues. I don’t think people realise the vast number of suppliers to the wedding industry are up here. Many of them are leaders in their field. So rather than just being here for one day, family and friends will converge on this area for three days. They make a big event out of it so that their wedding becomes memorable”.

CONTACT DETAILS:

Studio consultations by appointment 349 Mountain View Road, Maleny

5499 9479

0416 074 583

terrianne@mondofloraldesigns.com.au

www.mondofloraldesigns.com.au

When the sun goes down, caterers pack away and the music and celebrations draw to an end, you can rest assured that Jason and Mandy Stephensen of Australian Wedding & Professional Photography AWPP will have captured every detail, candid moment and heartfelt emotion.

Jason and Mandy add a ‘personal experience’ in their approach to your wedding photography. “We married in 2006 and could not find a photographer that would give us what we wanted from our photography. Our wedding was a little different to most but we didn’t seem to fit into any ‘package’…” says Mandy. “With this in mind, we approach our couples’ wedding photography with their wishes and needs in mind. We use the simple philosophy ‘Tell us what you want and we will deliver’.

“Most importantly, we capture your day as it unfolds naturally. The raw emotion and natural, candid expressions are the ones that will mean the most when you reflect back on your treasured memories in years to come. We have fun with our couples which really shows in their photos. We have also become friends with many of our clients over the years as they return to us to document special moments in their lives through photos!”

For more information on AWWP photographic services or to have AWPP capture your special day phone 07 5442 9222 or 0437 330 619 alternatively email infoawpp@bigpond.com and check out the website and blog at www.awpp.com.au

“Give us one day of your life and we’ll give you memories to last a lifetime!”

AUTHORS OF THE “UNIQUE LOOK AT THE BLACKALL RANGE” DVD WEDDINGS, PORTRAITS, COMMERCIAL, LANDSCAPE

Getting married in 2009/2010?

Win $1000 Designer Wedding Album

Jason & Mandy of Australian Wedding & Professional Photography (AWPP) are giving away a Designer Flushmount Album valued at $1000 to a lucky couple planning to marry in 2009/2010 who books their photography before December 30. To Enter simply register by phoning 5442 9222 or email your contact details to infoawpp@bigpond.com.au

All entries will receive a DVD slideshow of their special day valued at $350 when booking with AWPP.

Material is protected from the time it is first written down, painted or drawn, filmed or taped. Copyright material will also enjoy protection under the laws of other countries who are signatories to the international treaties, of which Australia is a member.

Copyright protection is provided under the Copyright Act 1968 and gives exclusive rights to license others in regard to copying the work, performing it in public, broadcasting it, publishing it and making an adaptation of the work. Rights vary according to the nature of the work. Those for artistic works, for instance, are different to those for literary and musical works. Although making copies of copyright material can infringe exclusive rights, a certain amount of copying is permissible under the fair dealing provisions of the legislation.

Copyright doesn’t protect you against independent creation of a similar work. Legal actions against infringement are complicated by the fact that a number of different copyrights may exist in some works – particularly films, broadcasts and multimedia products.

Consider using a copyright notice

Although a copyright notice with the owner’s name and date is not necessary in Australia, it can help prove your ownership of the copyright, and is necessary to establish copyright in a few overseas countries. It can also act as a deterrent to potential infringers.

Copyright is lost if the owner applies a three-dimensional artistic work industrially. In such a case, it is necessary to register the design if protection is required.

Duration of copyright

This varies according to the nature of the work and whether or not it has been published.

Depending on the material, copyright for literary, dramatic, musical and artistic works generally lasts 70 years from the year of the author’s death or from the year of first publication after the author’s death.

Copyright for films and sound recordings lasts 70 years from their publication and for broadcasts, 70 years from the year in which they were made.

Easton Lawyers

62 Maple Street, Maleny

Ph 54943511

6b/3 Obi Obi Road, Mapleton

Ph 5478 6500

tove@eastonlawyers.com