Owners of Firemen Movers (L to R): Lorne Babiuk, Scott Irvine, Doug Harper

Mia’s most recent column featured Firemen Movers – a  Toronto-based moving company owned and operated by off-duty firefighters.

The company’s owners, Doug Harper, Lorne Babiuk and Scott Irvine, have created a created a powerful brand – after all, who can you trust more than a firefighter?

“This is an industry we can truly impact,” says Babiuk. “When you think of a firefighter, you think of integrity, and that’s what we’re trying to replicate in this business.”

But, as Mia writes, Babiuk and his colleagues aren’t just living off of the natural assumption that a firefighter will be hard-working. Firemen Movers is driving forward a great digital strategy: they invite their customers to take the lead in building the company’s reputation by actively participating in a website called HomeStars – a space for homeowners to write reviews on North American home improvement and service companies.

Mia writes: “As I write this, Firemen Movers has a score of 9.5 out of 10 on HomeStars, averaged from 42 reviews. I can’t think of better advertising than solid, authentic customer ratings that are consistently that high – Firemen Movers’ status on this site is a wonderful testament to the good work its customers feel it does.”

When Firemen Movers does get a negative review, the company addresses the client directly and jumps on the opportunity to address the issue publicly online.

“It is clear [Firemen Movers] already knows one of today’s most important digital communications facts: conversations are happening about your company online, whether you choose to participate or not,” writes Mia.

“We have a powerful brand – people recognize it, they like the idea, and the response from the public has been fantastic,” Mr. Babiuk says. “It’s all about backing it up now.”

Mia’s most recent column featured Jane Dallin and Bryn Nihill, co-founders of the very cool SOOS Rocks Accessories. Started in early 2005, these two savvy women have already snagged some top-tier celebrity endorsements, graced the pages of popular fashion magazines, and become known for providing a very personal level of customer service.

Their secret? A willingness to step outside of their own comfort zones.

“As we all know, in the early days of establishing a reputation, something as simple as making a phone call can be nerve-wracking,” writes Mia.

“I felt like I didn’t know what to say. I felt stupid…insecure,” says Dallin, of making cold calls. “Now we just do it. It’s still not the easiest thing to do, but it is going to be beneficial in the end, so we have to step up and just do what needs to be done.”

In the column, Dallin shares some incredible examples of how having the confidence to make the ask has since benefited her company – including an amazing partnership she built with MTV.

“Determination is one of the key ingredients to a successful marketing campaign and the development of a strong business,” writes Mia. “No matter how intimidating the call, or how lofty the goal, the SOOS Rocks team has taught us that we can’t let our fears prevent us from shooting for the stars.”

Check out Mia’s column every Thursday in the Globe and Mail’s Report on Business.

Mia’s most recent column features EfstonScience - Toronto-based science and astronomy shop that recently expanded to open a renewable energy division – right in the middle of the economic downturn.

Mia writes: “The idea was a great one. The new division’s phone is ringing off the hook – EfstonScience has quickly become known as an expert in green energy. But as we all know, good business decisions are nothing without a strong communications strategy to drive you forward. The store has diversified its product offering, but the team is also significantly expanding its public-relations strategy to communicate that fact. The shop didn’t immediately dive into a snappy advertising campaign – just as it had evaluated the market before expansion, it also examined the audience it was expanding to.”

This year EfstonScience is celebrating 40 years of its very successful business, and despite their record of success, they continue to strive to keep fresh.

Mia writes, “I meet a lot of companies in my travels, and I’m always so inspired by those that haven’t stagnated or become comfortable with meeting the standard. You don’t have to be in business for 40 years to take a lesson from the EfstonScience team, which is: be hungry. Break down your own boundaries, and never stop striving to be the best there is.”

Check out Mia’s column every Thursday in the Globe and Mail’s Report on Business.