Here is an analogy we use to help our clients understand the importance of establishing a clear brand identity. It involves food so if you aren’t too interested in branding, stick around to hear a pretty fun story instead
A young couple, Devon and Alex, have been together for three years. On an early autumn evening, they went on a date, the date. After three years of travel, fine dining, and a clear knowledge of acquired tastes, Devon was surprised when they pulled up to a diner on the outside of the city. The parking lot, if that’s what you could call the gravel plot around the small building, had just a few cars. “La Nourriture Poubelle” was on a sign above the door. Devon’s frown deepened but Alex insisted they go inside, they had a reservation.
Stepping through the threshold, Devon’s face jaw dropped and eyes stretched. It was the most beautifully decorated restaurant they had been to in all three years. The beautiful aroma of food and wine filled the air. They were recognized by name and seated at a table. There were about eleven other people in the restaurant talking quietly with attendants standing at the walls and waiters bring plates to and from the tables.
They wiped their hands with warm towels and the waiter came to the table to take orders. “There are no menus at our establishment. Please let us know exactly what would delight your palette and we will have it prepared. We do suggest starting off lightly, to ensure you can enjoy all five courses.”
Both Devon and Alex were thoroughly impressed. The meal introduced one flavorful dish after another and in the shining moment of proposal, all hearts and stomachs were full from such a wonderful evening. The couple left smiling after such an amazing night and looked forward to a happy life together.
You see, although the restaurant’s brand identity is a diner on the outskirts of town, the customers understand the brand as a fine dining restaurant. Intentional brand identity, regardless of what you create is only part of the formula to what makes your brand.
