Why Threshold? A Brand Story About Opening Doors

TL;DR

A brand has to have a good story. That was a key belief when I thought about what to call my consultancy in 2020. I was so scared to start a small business on my own – I’d only ever known working for an employer and with a rich team of people from different disciplines – and the idea of going solo was terrifying, especially in the midst of the calamity of a global pandemic.

My insecurity didn’t provide a permission structure for creating an eponymous business, but I still wanted a name that meant something to me, with symbolism that would translate easily to my clients and partners. A brand story rooted in sincerity and emotion helps a business create a connection with its customers. And a compelling brand story has the power to highlight a brand’s vision and values – important tools for strategic direction and decision-making. And so, I thought about my family, more specifically my father, my grandfathers, and their own hard-earned careers.

In so many ways, sons and daughters set out to be something different from their mothers and fathers. And so, in the 1970s, my father launched a career in sales, a different turn from the generations of men who came before him. My dad’s father worked in a steel mill in Youngstown, Ohio, and his father before him worked in mills in Youngstown and Pennsylvania. The first in his family to go to college, my dad took the family tradition one step further by working in sales for Republic Steel.

Steel runs in my blood on both sides of the family tree. My other grandfather bucked his family's tradition in medicine to become a metallurgist for U.S. Steel. My dad’s career took the tradition of steelwork a generation further – selling commercial and residential doors made of steel. When I was growing up, my dad would walk in and out of school buildings, arenas, and other commercial facilities, examining the seams of a steel door to determine its provenance. He’d proudly tell me when the doors were manufactured by his employer, and he’d get even more excited when he talked about his client relationships.

Charlotte, Minneapolis, Cincinnati, and New Haven – the Crossen family moved around a lot for my dad’s career. New opportunities came with new hometowns and even bigger sales territories. Dad was on the road and away from the home front for one- or two-week stretches. As I got older, I could introduce my dad to a friend from college, and he’d have a story about a little restaurant off the beaten path or a client he used to call on in the same town.

My dad was a connector during his career. He focused on building trusted relationships and prided himself on being a dependable partner for his clients. And Dad was a good salesman, too. If he got his foot in the door, he could build a connection, solve a problem, and win the business.

About a dozen years after my dad retired from a successful career in sales and marketing, my own career took a turn into commercial real estate and construction, and our company library had spec books featuring the brands and products my dad had represented. Steel products made by the remnants of companies my grandfathers used to work for. It was a full-circle moment that reminded me of my roots – the people who came before me, the values passed down from generation to generation at the kitchen table, and the trades that serve as the foundation of our symbolic family business.

I set out to be something different than my father – I earned a degree in journalism and initially spent 10 years in television news. But life has a way of calling us back to our roots. And when I found myself as a proprietor of a small business, I wanted to honor the work and values my family had prided itself on. A salesman crossing the threshold to build relationships by selling steel doors.

And so, Threshold Marketing & Communications was born. The brandmark ‘T’ conceals a set of doors that are opening to new connections, new ideas, and new collaborations.

When people ask me about Threshold, I typically lead with the marketing and communications solutions I provide, along with a list of the industries and client types I serve. In passing, I’ve shared this anecdote about the brand’s origin story, and several people have suggested I share that story, too.

Threshold underscores generations of hard work – blue collar, white collar, and different professional disciplines. Today, I’m thrilled to cross the threshold and take the family tradition a generation further – helping people by building relationships and ideas with steely resolve.  

TL;DR

1. Your brand should tell a good story. A good brand story is memorable, it’s easy to tell, and it’s yours – and no one else’s.

2. A brand story rooted in truth and sincere emotion can help your customers develop an affinity for your business. And a well-defined brand story allows you to stand out from the competition and gives your business a personality that defines your culture.

3. A compelling brand story can communicate your company’s mission, vision, and values. This is important for both prospective clients and potential employees. It underscores what you stand for and further differentiates your brand from your competitors.