Brand Recognition in the Everyday World

It goes without saying that it’s good to be recognized in our work, from our colleagues, and from our customers.  And on top of that, if we’re challenged and enjoy our work life, it fulfills us. If the company we work for has widespread brand recognition, we feel like we’re part of something bigger than ourselves; it creates a sense of loyalty. If you invest the time and truly give your talent and effort to something, you naturally will feel loyalty for that endeavor or that enterprise.

I’m lucky. A big part of my job at Zircon is connecting with people. I get to communicate directly with our customers. They reward me by investing in our products. They challenge and inspire me. They give me the opportunity to make them successful with Zircon’s stud finders and wall scanners and have a positive influence on their day. It is important to me.

With that said, I’m still constantly surprised by the number of people I come into contact with that actually know the company I work for when I’m out and about. I seldom assume that the random person I’m talking with on a golf course, or in line with at the grocery store, would recognize the name Zircon, but many do.

Zircon has been making StudSensor stud finders and other scanners and detectors for over thirty five years. The StudSensor is a tool most people own or at least have used. Zircon is recognized for that and it’s a nice thing. In addition to product innovation and high quality, tool users recognize exceptional customer service, whether in an expected office environment or out and about in the town.

For example, I recently chatted with a guy in his mid-thirties who I met on the golf course. When I mentioned that I work at Zircon, he exclaimed, “Wow, you guys have incredible tools and I am sure thankful!”  He continued to explain that his MultiScanner i520 has been working steadily for some time, but then started to function a little erratically.

The MultiScanner i520 features two stud scan modes, metal scan, and a dedicated AC scan mode.

The MultiScanner i520 features two stud scan modes, metal scan, and a dedicated AC scan mode.

Through some on-the-spot troubleshooting, we both concluded that he probably just needed to put in fresh, new batteries. It was refreshing to be able to speak with a customer face to face. And I have to admit, his testimonial,  and recognition of our brand, felt very good, especially from such a satisfied Zircon tool user.

There’s a lot of motivation to live up to a good reputation. There are always problems to be solved. My team helps customers everyday who are often confused and frustrated with a product issue. It should be the goal of every company to become, in a sense, “Maytag repairmen”. It’s a great image created by a clever marketing person that has endured and remained as part of our pop culture. It means working to create a product that is so flawless, it never needs service. It’s a lofty goal, but a good one. So, we’ll keep our eyes on that goal and keep moving forward, keep innovating. And if we continue, in the humblest sense, to be recognized, well, that’d just be the cherry on top.

How do you build brand recognition and connect with your customers in a meaningful, reciprocal way? Please connect with us and let us know! Follow us @zircontools, like us on Facebook, or visit us at For additional insights, also visit our popular blog “The Real World of Customer Service“.

Let’s continue the conversation! Join us the 1st and 3rd Thursday of each month for #diytrends at 11 am PST. Engage, learn and share.

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2 Responses to Brand Recognition in the Everyday World

  1. Pingback: Marketing Innovation | Zircon’s Marketing ToolBox

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