Brand Identity

Since we introduced the topic of branding last blog, I figured I would stick with the same idea. I have worked in a restaurant my entire working life and I make it my business to try out as many new restaurants as possible. Obviously, the food is a big deal, but coming from a creative background, I really pay attention to a restaurants décor, set-up, menu presentation and just general atmosphere. I find that I can’t get comfortable sitting a restaurant that just doesn’t seem put-together. I spent the weekend in DC recently and had such a great, tickle-me-pink experience. Like I was really giddy about this. I was treated to a Ted Bulletin’s experience. It was like walking into an old style diner. Bar stools lined one side with coffee mugs and a newspaper at each seat—except the newspaper with actual news, was also the menu. Mind blown. Frank Sinatra’s suave baritone played over the loud speakers. The servers were upbeat and fun…and they made real milkshakes.

            After I walked outside, I realized this was the only restaurant on the strip with a line out of the door. Sure the food was great, but with there being over 15 other restaurants right next door and across the way, what made this one so special? Ted’s Bulletin had a good brand identity. They had a personality and like I mentioned, they offered an experience. I wonder if all those people standing outside found themselves subconsciously attracted to Ted’s Bulletin for the same reason I was, but had no idea why. 

I also enjoy going to Starbucks for this reason. The barista always asks for my name…and never spells it right, but that’s not the point. I know I am getting quality coffee made the same way, every time. They don’t just excel at one thing; their brand identity is not just their logo, they have comfortable décor, a good brand value and a good brand experience.

Some questions to consider this week are who do you know that has a strong brand identity? Do you know anyone or anything that has failed to create a strong brand identity? Do you think consumers even realize why they are attracted to someone or something with a strong brand identity?