By Peter Getman, Principal Branding Director
MicroArts Creative Agency

It sometimes takes longer to find and hire a specialist—a bona fide kick-ass specialist. But the benefits far outweigh the instant gratification of hiring just anyone.

As luck would have it I, I hired my first specialist sometime in the early nineties.

My buddies Mike, Barrett and I set out to buy a building. During our price negotiations with the building’s developer, his bank, Bank East, foreclosed on him.

Perplexed, we called my “big brother” Larry, and asked him, “Now what?” He said to hire the lawyer that does the most business with that bank in real estate.

We soon had a P&S agreement ready to be notarized with Bank East for 50% less than our price with the original developer. Before it we inked the agreement, the FDIC comes in and actually closes the bank.

“Now what?” I asked Larry. He said, “Find and hire the real estate lawyer that has the FDIC on speed dial.“

We did. It worked.

Three months later, we bought a business property valued at $1.5M for $180K, 40% less than the agreed price we had with Bank East and 80% less than the price with the original building’s developer.

Unbelievable, I agree. (My mother never did believe me.) But our branding agency still lives in this building today.

If you live in this mindset, your brand will be recognized for it—and profit because of it. Is your brand the specialist your market needs? Could it be? Should it be?

Or does your brand need a specialist? Here’s what the Brand Manager at Waste Management said:

“MicroArts is a special forces team for our brand. They are smart, nimble, well-trained brand launch specialists for your brand.”

It’d be fun to visit when you have a moment.