Unwrapping Success

Key Tips for Running a Top-Notch Wrap Shop

By Charlie Trujillo

When it comes to running a successful wrap shop, it's more than the likes and follows on social media. It's a blend of creativity and business acumen, driven by a deep focus on both customers and products. Whether you’re an old dog or just starting your company, here are six essential tips for running a top-notch wrap shop in today's competitive market.

Brand Identity

When it comes to having a quality brand, I've experienced both ends of the spectrum. Back when our business, Lettering Express, was founded in 1988, our logo was inspired by the classic Cheers television show. Picture it in all its glory... I'll wait. When it came to using our logo in different scenarios or applications, there was no thought or intention. Neon orange? Hell yes! Rainbow? You got it! Looking back, it was honestly madness, but we didn't know any better. Eventually, we were exposed to quality design and became involved in our community by attending local design industry events, like AIGA. That's where we met nationally recognized graphic designer, artist, and musician Matt Goad, and he changed our world. We collaborated on some of his personal projects, and his designs really resonated with me. I asked Goad to design a mural for our install bay, suggesting he add our logo in the "Matt Goad Style'' which focused on bold geometric shapes. I remember calling my wife after seeing the first version and telling her "We're about to rebrand our business." One major benefit we discovered from this process was hiring someone from outside our business, an experienced designer with no emotional opinion on our logo. We were too close to our brand; we needed to let the designer design and let the sticker stickers stick.

Once we rebranded, our game slowly but surely changed. Our clientele changed, we changed, and our business changed. All for the better - it seemed that awareness of quality design attracted a higher level of clients. Not only a higher level of client but also easier communication and reliability when it came to the sales interaction. Meaning, the leads turned into legitimate sales. The updated logo also opened up new markets where design was important, specifically when it came to design and architectural firms. This was around the time when we realized that a brand is more than a logo. It's the company's lifeline, this new identity sent us to define our mission and values. Once we established those elements, we could use them to guide all of our decision-making moving forward. Don't sleep on a proper brand, my friend.

Build the Dream Team

Running your business on your own is rad and all, but eventually, you'll want to go on vacation. For some of you reading this, that same vacation mentality might just mean actually leaving the office at 5 PM. If that hits close to home, I'd be willing to wager you might wear it as a badge of honor. I did too - trust me, it gets old, and the juice isn't worth the squeeze. I'm all about being the star of your own show, but it's not realistic for the long term. In my experience, we've had success dividing and conquering. This could mean completing a wrap in a few hours with multiple team members or tackling large wall murals with proper flow and pace. Know your lane and dig in. Even the weakest link on the team helps hold the group together. Everyone brings value to the table. If you're going to take out the trash, do it with style and grace - own that shit!

Positive Work Culture

Fostering a positive workplace environment cannot be overstated. Culture has always been important to our team, we spend a lot of hours at the office and that time needs to be healthy. If there's a bad vibe in the shop, you can feel the toxicity in the air, the tension so thick you can cut it with a knife. I always say, if there's no music in the install bay, something is off! Is everyone wearing headphones? Nope! Sideways chatter? Shut it down quickly. Addressing workplace culture issues is crucial for the overall group. Everyone on your team has a different background, different day, and different life, and the sooner you recognize that the better your life will be. Building a team isn't one size fits all. I've seen a negative Nancy bring the entire room down within seconds. If you let negativity fester within the group for too long, it will kill the morale of anyone who listens. Take it from my experience, anyone can fake an interview. Make sure you're hiring with intention and have a solid idea of what you value in a team member, remembering you’ll be spending 40 hours a week side by side. If you're running your business right, you're

Matt Goad with his design and installation

having a good time between the stress. The only way you can really move forward is to have the right people in place. Lift your team up at any given opportunity and pay them the best you can! Be transparent about the company's goals and ambitions, and encourage them to do the same.

Obtain Industry Certifications

Manufacturer training and certifications offer numerous benefits, with the most notable being continued education, credibility, and a good boost of confidence. If you think you know everything - you don't. If you think you're the best, you're not! Nothing is worse than thinking you're in first, but your mentality is keeping you in last. Learning from industry experts is factual, not just an Instagram influencer's opinion. I am by no means trying to bring anyone down here, these training just need credibility. When you attend training or obtain a certification, you start to develop a relationship with the manufacturer. This opens up numerous benefits for running your business. It could be a direct line to the source for questions or needs, or perhaps the "in the know" information on the next hot material or trend. This education also equips you with the tools to avoid major hiccups when choosing the correct material for a project. Don't stick to one manufacturer; taste them all, they can be sweet! All vinyl manufacturer's films behave differently, experiment with them in a class. You might dislike the film, but it's better to find out during training than with a failing fleet. Lastly, there's no better feeling than setting a goal to pass a test and crushing it! That boost is a great feeling, but watch out - the certification train can become expensive if not approached properly, do your research and choose wisely from the beginning.

All in a day's work - another color-change wrap, another satisfied customer.

Deliver Killer Customer Experience

You have heard the classic phrase, "The customer is always right". That's true to some extent, but in order to satisfy a customer, you need a great customer experience. Customer service isn't just about delivering a clean product; it's about delivering it within the communicated timeline and with the discussed quality. You never want to overpromise and underdeliver. It's pretty simple: do what you say you're going to do. In all moments you want to be curating customer confidence. One tip that worked for me was padding the timeline. If I thought a vehicle wrap would take three days, I would tell the client five. When you call with an early pickup, you look like a rock star. Try to solve the client's problem, not just complete the sale. If you are true to their needs and lead them in the right direction, you’ll create clients for life and there is no better marketing tactic than a referral.

Market Yourself Effectively

Marketing yourself is crucial in this social media-driven world. People's heads are down these days; give them something good to look at. I assure you wouldn't be reading this if I hadn't marketed myself correctly. That proper brand we talked about needs to be presented consistently and clearly. Stay true to yourself and ensure your brand matches that identity. I'm a big fan of being yourself through and through, which also makes it easier to go to work. If you don't put on a mask, work isn't work; create the life you want to live. The tips listed are not meant to be your road map to success. Unfortunately, these ideas won't solve your current problems or create sales today. My goal is to get you thinking about how your business looks and feels. Does it align with your passions? Do you have concrete goals for the future? Or are you on autopilot just trying to make it to the next deadline/ tomorrow? When it comes to product offering, keep your spread focused. Find the products & services you’re good at, the ones you enjoy making and that are profitable. Once you figure that out, you’ve found the missing puzzle piece, then you can move on to the next one.