Building a brand means understanding an organization's value proposition and how to make it resonate with target audiences through strategic marketing. Tasked with taking the commodity business of industrial fans and creating branding that would give them a market advantage, Jerry created "We're your Fan Guys" as a means of leveraging the company's engineering and service offerings, while increasing sales and elevating the brand across all media including sales support media, advertising, and a complete website redesign and content refresh.