Washington Smart CEO
01/01/08

Makeover Story: Critical Connection

Telly Telhan, President

When Telly Telhan started his company four years ago, he did not have the marketing budget to clearly articulate his message to a target audience. “We were trying to convey our thoughts as quickly as possible, get a presence on the Web and give our potential clients a resource to take a look at,” Telhan says. “Because of our low budget, there wasn’t much true messaging or branding. It wasn’t really telling anyone who we were and what we were planning on doing.”

Challenges: Telhan wanted to take Critical Connection’s image from a wellestablished local name to a national brand. “We needed to step up our game to make sure that when potential clients were researching some of the top firms in the country, that our brand is powerful and commanding,” Telhan says.

Results: In the five months since his company re-branded, Telhan says the effort has more than paid for itself. “It’s been phenomenal,” he says. “The whole rebranding campaign paid for itself within the first month because we had a more effective Web site. It was a pleasant surprise. I wasn’t expecting the ROI that quickly, and now it has paid for it three to five times over at this point.

Advice: “Think about where you stand in terms of growth and where you want to be five to 10 years from now,” Telhan says. “I found a little difficulty not just thinking about today or tomorrow, but several years down the road in terms of if the message stays the same and there is continuity.”

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