More than Just a Stamp; this is a Brand

Patterned Concrete Industries

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Patterned Concrete Industries is a pioneer in stamped concrete that specializes in decorative architectural concrete finishes. This is a proprietary start-to-finish system, installed by highly trained professionals who are licensed and trained by Patterned Concrete Industries and dedicated to delivering the best quality of stamped concrete.
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In 1972, Patterned Concrete’s original owner Skip Moorhead patented tools, established the company and by 1974 trademarked the name. “Although many people feel that Patterned Concrete is an adjective and cannot or should not be trademarked, they fail to understand that there was no such thing or process known as Patterned Concrete when it was trademarked,” explains Patterned Concrete Industries President Joe Guida.

“At the time when this new exciting concrete breakthrough was taking place, it was referred to as stamped, textured or imprinted. In the early days of imprinting, concrete tools did not texture the surface of the concrete, and it was not until later that the process of imprinting concrete with textures was introduced.”

The company’s second owner Wayne Higdon was the first to design the “York stone” pattern which has become very popular in the industry. “He was the first to design the open-ended texture mats and tools to create a hand-cut stone process,” says Guida. “At the time, he went through a big battle in trying to keep trade secrets and tricks of the trade away from his competitors.” These two patterns were so unique because they allowed concrete to be imprinted without repetition, like laying natural stone.

The company uses stamping tools that are only available to contractors that have made an investment to become licensed and trained by Patterned Concrete Industries.

“Our stamping tools are different than what’s in the marketplace – from other companies that manufacture stamping tools,” says Guida. “All of the Patterned Concrete stamping tools are made from natural stone; they’re designed to be rigid so that you don’t sink or settle when you’re using them on wet concrete.”

Being an original brand has its challenges. “Patterned Concrete is who we are, not what we do. Patterned Concrete is an actual trademark name for which we actually license and train contractors. And we also offer our finishes through the contractors with the brand Patterned Concrete,” says Guida.

Patterned Concrete may stamp concrete, but not all stamped concrete is Patterned Concrete. Many people have confused Patterned Concrete’s trademark name with the act of stamping concrete.

“One of the biggest issues we’ve had is in cleaning up Google, Yahoo, and all other websites or carriers, to stop the use of the term and the trademark Patterned Concrete,” says Guida. “By stopping people from using the trademark improperly, we’re strengthening the brand and bringing it back to its true meaning, which is an organisation of concrete professionals doing decorative and architectural concrete finishes to the standards of the brand – Patterned Concrete.”

Just because a company stamps concrete, that does not mean that it follows the same set of guidelines, or that it uses the same materials or has the same standards as Patterned Concrete. “It can make a big difference when an organisation has forty-five years of experience and training and knows tricks of the trade,” says Guida. One thing that is true for sure – the final imprint is as good as the stamping tool you begin with.

“Companies that purchase the right to the brand name “Patterned Concrete®” are not only trained but are supported with technical literature and marketing materials,” says Guida. “The newest addition to the Patterned Concrete contractor list is Brent Pottle from Halifax, N.S. who is branded as Patterned Concrete of Nova Scotia.

“Over the years, Patterned Concrete contractors have won many concrete awards for accomplishments on various projects and have earned high credibility in the decorative concrete market,” says Guida. As a matter of fact, Patterned Concrete Ontario has won the Consumer Choice Award for the last two years.

In appreciation, dedication awards were given to contractors that are considered the grandfathers of Patterned Concrete,” says Guida. “We asked each one of them to give a speech when they received the award; it was interesting because every one of the speeches were about standards and how everything revolved around the family of contractors and their commitment to quality,” he says.

“We’re a family of contractors with the end goal to put out a quality product that the consumer, our clients, and users can enjoy,” says Guida. “We get the gratification of producing ‘works of art.’ People are amazed to see how concrete (that goes down in a very normal fashion) can end up with a natural or stone-like finish. It really is incredible.”

When in the market for stamped concrete, consumers need to educate themselves. “It’s important to us that there be clarity with regards to Patterned Concrete versus stamped concrete or impressed concrete,” says Guida. “Consumers need to understand that Patterned Concrete is a company, a brand and not the generic term. And to some degree, there’s an obligation on our end to make sure consumers don’t think they’re getting Patterned Concrete just because they’re asking for ‘patterned concrete’ because with concrete, if it’s not well done, it can be the biggest upset and it’s very costly to remove and replace,” he explains.

“Sometimes, we’ll get phone calls from people who think they have had ‘patterned concrete’ installed, and now they need it fixed. Only it’s not Patterned Concrete® they have, but some other stamped concrete that was installed by some other company,” says Guida. “It’s all textured and stamped but not by us, so it’s not a Patterned Concrete install, and unfortunately, we can’t fix it because we don’t know what the other concrete company originally used.

“We’ve got goals and quality assurance,” says Guida. “We have proprietary tools and finishes that we do with our marketed tools, branded to Patterned Concrete as well as materials branded to our product line. So, by getting stamped concrete by Patterned Concrete, you’re getting a complete system.

“That’s so important,” says Guida. “Anybody can buy color and stamping tools, but at the end of the day, who is qualifying the contractor in terms of his training, his background, his knowledge? And will he be able to repair or add on to a job five or ten years down the road? Is there a central database that has the customers’ colors and patterns recorded like Patterned Concrete does? That’s what makes the difference in respect to being a Patterned Concrete contractor rather than simply purchasing some stamping tools.

“We don’t buy cars in a box. We buy a car that has a name on it,” says Guida. “The brand name reflects the quality, the engineering and the assurance that it’s going to do what it has to do. If we all bought cars in a box, we would just pick different wheels and hubs and doors and frames, and we’d get it delivered. And how good the car is would depend on who put it together.

“We don’t believe in that; we believe in the complete system. We’re Patterned Concrete, and we consult, we educate, and we install based on our backgrounds and our training with our system,” says Guida.

Patterned Concrete Industries is always trying to achieve more of a natural stone appearance, a higher end, architectural capture. “We have a saying: Don’t just stamp your concrete, brand it with Patterned Concrete,” says Guida. “It’s like we brand it. We sign it. At the end of every installation we do, we stamp our name Patterned Concrete.”

At Patterned Concrete Industries, the art of stamping and the science behind it is taken seriously. “Every day we do this type of work, but it’s never the exact same thing,” says Guida. “One day, it’s windy. One day, the sun comes out and the concrete’s working a bit different. Another day, it’s overcast and we need to stamp the concrete a little differently than when it’s sunny and hot because it’s going to texture differently. In that way, every day is unique.” And Patterned Concrete contractors have both the training and know-how needed to adjust the way they work accordingly to meet these natural challenges.

“When we install a concrete driveway, people are often shocked when they see us doing it,” says Guida. “They expect a machine to do it, but it’s all done by hand.”

Patterned Concrete Industries is dedicated to keeping up the standards of its brand and plans to continue growing and adding to its list of contractors while adding additional product lines to be branded under Patterned Concrete.

Due Diligence

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October 18, 2019, 9:01 PM EDT