Brand Buzz: Eating Brands [Not Bran]
In case you missed Brand Buzz with Jaci Russo on KPEL 96.5 this morning at 7:40AM, here’s what we covered:
If I asked you to list some of your favorite locally owned companies here in Lafayette, there’s a pretty good chance a few of those are going to be restaurants. Am I right?
Obviously, eating is a significant piece of our culture and it’s how we connect. And here in Lafayette, we just so happen to have a huge number of eating establishments from which to choose (more than 450!).
The food and beverage industry is fully embedded in our community and it’s where many of us feel at home. We love the restaurants we love and we join their tribe. In fact, we have a culture of institutionalizing certain restaurants. Places like La Fonda, Agave, Blue Dog Café, Old Tyme Grocery, and French Press are so beloved that they’ve become synonymous with the city itself. They’ve become brands — fostering very special connections with the people who cherish them. So how can other types of businesses harness some of that brand magic?
Great restaurants provide experiences, and so do all great brands.
You don’t go to Tsunami because they have the best miso soup in town. You go because it’s an experience from the moment you walk in. The music is chill, the smells are delicious, the space is modern, and the vibe is relaxed. Plus the food and service are expectedly reliable. We gather, we share a meal, we have a nice experience, and we return. Which brings us back to you. You might think you’re all about your products and your services, but that’s not why people do business with you. It’s because you’re providing a positive experience for them.
Take a queue from your favorite restaurant. Start at the door. How are you greeted? What’s the vibe? How’s the lighting? Do you feel taken care of? What’s special about this place?
This little exercise is exactly what every restaurant developer [from Ray Kroc to Ricardo Valerio over at Urbano’s Taqueria] did at the beginning of the project. Do the same. Begin to look at your company from your customer’s point-of-view.
Creating an experience will provide you and your business with tremendous power and trust. And for as long as you have this trust, your customers will be more loyal, and the word of mouth surrounding your business will spread more quickly and fiercely.
People will eat it up.
Oh, and don’t forget: Brand Buzz with Jaci Russo on 96.5 KPEL has moved to the Monday morning drive! The show is now at 7:40AM every Monday, so be sure to tune in on your way to work.