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47<br />
Going back to the difference between<br />
brand and product, it is clear to see<br />
that this is not ‘rebranding’, it’s purely<br />
a product promotion.<br />
The brand has already been established<br />
– they have a constant stream of<br />
regulars who think of them as a<br />
throwback, friendly establishment to<br />
kickback with friends.<br />
If you’re familiar with the television<br />
show ‘Cheers’, it’s pretty much like that<br />
and its famous theme song “Where<br />
everybody knows your name”.<br />
The challenge here now is to promote<br />
their dinner menu. That’s it. That’s the<br />
product. Not the brand.<br />
However, the product also needs to<br />
have some element of the brand’s<br />
attributes. In this case, the brand is<br />
homely, friendly, old-school, familiar.<br />
So the food has got to embody the<br />
brand attributes as well. The food in this<br />
case cannot be uppity, high-class, and<br />
fine-dining. It’s got to be soul food from<br />
mom’s kitchen sort of thing.<br />
So to build a successful brand here are<br />
some pointers:<br />
Develop your customers’ persona<br />
To develop a brand that is meaningful<br />
to your customers, you need to first<br />
and foremost know who they are, what<br />
they want and why they want it.<br />
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