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A brand name can tell a story, and open doors to meaningful conversations

Posted on Categories BrandonomicsTags

When a brand name can paint a picture for your organization's purpose, it creates a platform for conversations, and helps to guide the way you tell your brand story. SEARCH has a great name in House of Tiny Treasures, and Robin Tooms interviews Thao Costis, CEO of SEARCH Homeless Services to learn why.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of Strategy at Savage Brands and my guest again today is Thao Costis, CEO of SEARCH Homeless Services. So Thao welcome back.

Thao: Well thanks for having me Robin, it’s really nice to be back.

Robin: Well I’m so glad you’re here talking about all the different programs of SEARCH. I want to talk today about House of Tiny Treasures; I mean it’s such a creative name on such a wonderful program, I thought maybe you could explain first why did you brand it that way? Why House of Tiny Treasures?

Thao: Well the children are truly our treasures and we feel like they need to be cherished and they need to be given the opportunities to live a thriving life and it starts at this early age. So it’s an investment and it’s continuing to polish them to help them do well.

Robin: So in this case you picked the brand name to really solidify with the purpose of why you’re doing this and it’s this future that you’re talking about; like you said, they are the treasure. How is this represented within the physical environment itself; I mean that’s just the name, what about the actual experience?

Thao: So the center is a preschool and nursery and these are little homes – little wood frame homes – that are painted a bright, light purple so it’s got the gem-like colors. But inside it’s very natural and it’s really bringing in the elements of the outside to the children as well. What we’re creating here for the children is a home-like environment but it’s bright, it’s cheerful and it’s where they can depend on the same consistency every day and the dependability of their relationship with their teachers.

Robin: So it’s a positive environment to match the new positive outlook they’re going to have.

Thao: Absolutely.

Robin: Well great, I appreciate you sharing that message and how you’re tying it all in together, thank you.

Thao: Thanks.

Robin: This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.


SEARCH Homeless Services helps thousands of men, women and children each year move from the streets, into jobs and safe, stable housing. SEARCH  meets clients where they are and gets them back on their feet through services that engage, stabilize, educate, employ and house.

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If you’re interested in knowing more about how purposeful companies attract the best employees, build loyal relationships with their customers, and differentiate themselves from their competition, then let’s start a conversation.