From moving office recently, its become really apparent to me that all sandwich shops are the same… But why is this. Im putting my money on the fact that none of them have invested in their own brand.
Now the first thing to note is your brand is much more than just a “Logo”.
A brand is the mission statement of your business. It identity’s:
- Who your target market is
- What price you charge
- What type of customer service you provide
- What your unique selling point it
- What your key messages are
- How you appear in the open market
- How you will interact with you customers
- And much, much more.
But why invest in a brand?
Let’s take an example.
99.9% of all sandwich shop’s, will have no branding, no proper signage, the same food as every other sandwich shop, the same price as everyone else and you get the same standard service. They base their living on passing trade and most have no way of expanding their business.
Now across this imaginary road is a Subway. Its food is made fresh in front of you, which let’s be honest is no different to a normal sandwich shop, but in Subway it’s their selling point. Subway has a set system on how to ask you things, bread first, then meat, cheese, toasted, salad, sauce then drink. I know this as I eat so often there.
Subway has a strong brand based on being fresh and healthy, And guess what their unique selling point is!? It’s not the food, it’s not the system of ordering, it’s not the shape of their bread or even the meal deals they offer, it’s the fact they are the only sandwich company with a brand.
By Ross Davies