The brand of a business is the sum total of its services, marketplace reputation, day-to-day practices, ability to get the job done and meet the customer’s expectations. In a nutshell, it’s how existing and potential clients understand what you do and how you can help them.

In Part One (Pages 61 to 64 in the January/February 2013 issue of American Farriers Journal), we looked at various brand features and characteristics, and how to begin establishing your own brand whether you’re new to the industry or a longtime shoer. In this issue, we’ll examine how two farriers have branded their own businesses and what they do to maintain those brands on a daily basis.

Many Irons In This Shoer’s Fire

Located in the area of Big Timber, Mont., Dr. Katie Cosgriff of MT ChiroSports is a fourth generation farrier who’s been shoeing for 16 years in the northwestern United States. She also is board certified as a human/animal chiropractor and a certified strength and conditioning coach. Cosgriff’s equine interests extend to driving and jumping. These not only shaped her personal interests and her career but also how she runs her business.

“I have a passion for such a variety of things — that’s why I have my website, so I can include information on all the things I’m involved in and all the services I offer,” she says. “It allows people to absorb the details over time. When you first meet people, their attention span can only absorb so…