Borrowing rightfully a powerful brand helps a small local company grow. This is an article about Two Marines Moving, a small moving company in Alexandria, Virginia, that since opening its doors in November of last year, had evolved from two people (former Marines) to 35 employees with six trucks despite the recession. They had several hundred moves under their belt. At a time when other moving companies in the area were closing their doors, Two Marines Moving continued to gain momentum. There was an extra cachet associated with the name and logo. The sweat equity had "Marine" written all over it.

The military is always looking for force multipliers, something that multiplies effectiveness, logistics capability, firepower, or operational output. The use of the word "Marine" and the influence of the Marine Corps in the company name acted as a force multiplier. It affected prospective customers the moment they saw the company name. If you had a difficult relocation mission on the horizon, hiring former Marines to assist with that mission seemed like a logical choice. Customers were comforted by the belief that the people handling their move had previously faced difficult challenges and demanding situations.

Two Marines Moving provides local and long-distance moving services to residential and business customers throughout the Washington, D.C., metropolitan area. Founder Nicholas Baucom established the company to satisfy demand for a quality moving experience while creating opportunities to continue working alongside Marines after his honorable discharge from the Marine Corps.

Baucom employed military veterans who took pride in punctuality, professionalism, and proficiency. On any given day, moving trucks staffed by veterans departed to serve customers throughout the region.

Baucom was smart to leverage a powerful brand within his business model. Branding has become a central part of modern business strategy. At its core, branding extends far beyond logos and slogans. Effective brands make promises and consistently deliver on those promises.

Strong brands are reflected in customer loyalty, consistent messaging, integrated operations, and strong relationships. A review of customer testimonials on the Two Marines Moving website revealed evidence that those promises were being fulfilled and that referral relationships were continuing to expand.