(photo Teresa Earnest Photography)
Many times we get hung up on the word BRAND. What is it? Is it your logo, color scheme, promotions, etc.? Actually, no. All the sexy parts of branding, all those things named above, can only happen after you have an intimate discussion with yourself and or business team about what experience you want to deliver to your customers or clients. We are not talking about the product or service but the experience. Without identifying the experience, you can make many costly marketing decisions and miss valuable opportunities to communicate the essence or spirit of your brand.
Through a series of articles, I will guide you through a process that will help you discover the essence of your brand. The best way I know how to explain this process is through a cooking analogy. So here we go…
Image yourself as a Chef in a busy kitchen. In walks in a well-respected food critic. You have one meal to communicate what your restaurant is about. And of course, that meal starts with a reduction sauce, the key ingredient in the evening’s meal; the starting point to communicating the essence of your restaurant.
This special sauce now becomes the basis for all your cooking, or in other words the launching pad for your business strategies, central creative ideas and tactics, logo, promotions, etc. If done with patience and with full participation of stakeholders, it never fails to produce an “a-ha” moment.
This is a lot to think about and can feel overwhelming. In the following article series I will introduce the 3 key factors to mull over as you go through the process of discovering your “a-ha” moment; The Why, The How and the Value proposition:
Of course the cooking analogy is a simplistic representation of the process, but none the less, if you take the time, it will save your business money down the road. You will now have a road map as your guide to keep you from making costly mistakes in creating marketing materials, promotions, etc that are off message and ineffective.
What is your brand essence? I look forward to going through this journey with you and hearing about your reduction sauce.