To move into the future, we must delve into the past every now and then. Throughout history, successful branding has been the foundation of powerful empires as well as successful restaurant chains.
The beautifully orange carrot used to come in many different colours. But the crunchy and healthy vegetable didn’t really make it into the collective mind until it was rebranded as orange. Story has it that it was the Dutch farmers in the 16th century that modified the previously white, purple and yellow carrots into orangeness in order to honor William of Orange, the founder of modern Netherlands.
The crunchy and healthy vegetable didn’t make it into the collective mind until it was rebranded as orange.
Even though orange carrots − according to the carrot experts − had been around for a long time, this was probably the defining moment when the orange branding stuck. Still today it’s difficult to find carrots in other colours.
So, what can we take away from this story?
(In case you wonder – it is me walking back and forth next to our carrot promoting hero from the new iZettle #DoYourThing video)
1. Consider the scalability
Everything you do is part of your brand – who you employ, where the business is located and what price level you decide upon. And the visual aspect of branding should capture this in the colour scheme, interior design and choice of fonts. If you’re good at these things, go ahead and fulfil your dream. If you’re not, please consult a professional. And take into consideration that your brand identity should be scalable right from the very start. Do you have a name, a theme and a concept that could be applied to other areas or cities? After all, you never know what happens three years from now.
Your brand identity should be scalable right from the very start.
Conduct research and ask friends and colleagues what they think of your branding ideas, but ultimately you may have to stand up and follow your own gut feeling.
2. Nurture your passion
Do things you love. If you run a restaurant and are truly passionate about basketball, stuffed animals, western movies or 60’s design – why not incorporate this passion into your establishment? Surround yourself with stuff you love and other enthusiasts will follow. Guests prefer authenticity before fads. Just look at the passionate branding experts at Cereal Killer café, now in three different locations.
3. Tell it to the people
There’s no use in standing there waiting for your guests to stumble through the doors. If your new branding strategy has a niche potential, then dig where you stand. If you’re in a big city, there’s always potential guests longing for a place just like yours – you just have to find each other. Join the Facebook groups, snap some decent photos and send a press release to the local blogs and magazines. For more inspiration and tips, check out our 5 tips to get promoted by the right article guide!
4. And let them spread the word
Think of the cool people that you wish were associated with your brand. Stick your neck out and invite them. Get some celebs, bloggers, influencers, Instagrammers and artists to attend your grand opening. Give them amazing free food and drinks without asking for anything in return.
Just make sure everyone is truly customer-oriented and on board with your brand values.
5. Expand your brand
Naturally, branding goes way beyond the physical world. But while it’s important to be active online, you shouldn’t be everywhere. If someone in your staff loves to make stupid Instagram videos, then that’s a new assignment right away. If someone else is all over Facebook, then the page is in safe hands. Just make sure everyone is truly customer-oriented and on board with your brand values – and don’t forget to compensate them for the extra work.
How do you tackle naysayers when growing your business? Let us know at firstname.lastname@example.org, we’d love to feature you. Don’t forget that you can do anything – sign up for iZettle and get the card reader today!