In this blog series, #BrandMatters, we talk to business owners about the impact that investing in their brand has had on their business.
This month it’s our pleasure to talk to family man and entrepreneur Ricky Jones, Shifts to Success alumni and award-winning founder and owner of Transformative Tiling.
TELL US A BIT ABOUT YOURSELF
Back in 2012, my best friend and I started R&B Tiling. We built up an excellent reputation in the local area with homeowners, building companies and plumbers.I spent many years in the Civil Service before starting the business but I left to pursue my passion for home improvement and to spend more quality time with my family.
I grew up watching my dad work in the building trade. I was inspired by his care and commitment to everything he did. It’s the attention to detail he always showed, the level of quality and the old-fashioned values he instilled in me. I now instill those values in my work and in my company.
I’m very passionate and take great care and pride in what I do and this comes across in the quality and finish of my work.
WHAT LED YOU TO START YOUR BUSINESS?
The main reason was to allow me to spend more time with my family. My family means everything to me. They have stuck by me and have supported me through some bad times, especially when I was in the old job.
When I was employed and answerable to others I missed so many wonderful moments in my children’s life. I didn’t want this to keep happening. I wanted to be able to attend those important school moments and family events and to be my own boss.
WHAT’S THE BEST PIECE OF BUSINESS ADVICE YOU’VE BEEN GIVEN?
Never give up and always look for the positive in a negative situation.
When I was working in the Civil Service I became a very negative person and always saw the bad in everything. I think this came as part of the job which I didn’t like. This didn’t make me a great person to be around sometimes.
My family inspires me to never give up and since running my own business my mindset has completely changed around. It’s made me a much better person.
WHAT BRANDS INSPIRE YOU – AND WHY?
I love Apple and Mercedes. Both brands shout simplicity but with such class. Both are user-friendly with excellent customer service. This is how I want my business to be and I believe that this is what we’ve created.
WHAT DID CREATING OR BUILDING A BRAND MEAN TO YOU?
In 2020, as a result of starting a business accelerator course (Shifts to Success) changing business situations, targeting bigger clients and wanting to scale the business, I decided we needed a rebrand.
I thought rebranding was just changing your name and your logo, but when I met Sapna, I realised that this is definitely not the case.
When I started to work with Sapna, the first thing she said was that ‘R&B Tiling’ or ‘RJ Tiling’ was just not going to help us stand out. So many tradespeople call their business after themselves, but I learned that this said the business was more about them, not their clients! Sapna encouraged me to think about how my clients saw things, how what we did changed their lives and homes.
In our naming call, Sapna came up with the name Transformative Tiling – and it immediately made me feel 10 feet tall. Transformative Tiling’s name was reflective of what we do for our customers. In addition, our strapline, ‘We Care about Quality’ really speaks about the ethos and values of the company.
On Branding Day, Sapna made me dig deep into the visions, missions and values of the company. We discussed my passion and goals for the business and the real reasons why people would buy from my company. I found out so much more about myself as a person and I will be forever grateful to Sapna for that.
WHAT IMPACT DID YOUR BRANDING MAKE TO YOU/YOUR TEAM AND YOUR BUSINESS?
I couldn’t wait to tell people about the name change and still love telling everyone who we are and what we do. Every time I say the name, give out a business card or brochure and even when I’m driving my van around, it makes me so so proud to be the founder and owner of Transformative Tiling. It motivates me to get up every day and go out and make other people’s lives happier.
I still can’t quite believe with the help of Sapna what we’ve created – in just one day as well! Sapna is incredible and will always be a part of the Transformative Tiling team.
My new brand has made me and my business feel so much more professional. It immediately elevated us and made us stand out from our competitors. I’ve scaled the business significantly (we are now officially a six-figure company!). I’ve even taken on my first employee with a view of taken on more in the future.
Since rebranding and really defining those missions, visions and values I focus on them daily. I also ensure the guys who I have working with me or for me also live up to them. We use them on a daily basis and on every job that they do.
As I said, I feel so proud every day that this is something that I’ve worked to help create.
FILL IN THE BLANK…”MY BRAND HELPS ME…
…stand out and feel proud. It helps me connect with my target market and scale my business. I’m now working with more of my target clients and it’s been brilliant.”
Thank you Ricky for telling us why your #BrandMatters!
If you want to create a brand your customers will truly connect with, book a free 30-minute VISION call us and let’s see what we can do…
Our founder, Sapna Pieroux’s award-winning book Let’s Get Visible! shows you how you can get brand clarity, stand out in your industry and supercharge your business growth. Buy it here.
Find Transformative Tiling inspiration on Instagram