the think tank:
design & brand development
And I would walk 900 miles ...for Cheese Toast!
Wouldn't you walk 900 miles for this?
My friend and I love to have completely frivolous experiences. This past weekend, we decided that we were going to go to Queensland for the day, just to go to Sizzler. The premise of the idea was that it was so stupid… we just had to do it. We got on a plane at 6.05 AM Saturday morning and returned at 10.10PM that night. However, like many, you may ask ‘Why Sizzler?’
Back in the late 90s Sizzler restaurants closed down all over Adelaide. Not that this really affected my life that much, but when I talked to a colleague who had recently been to Queensland and said she visited Sizzler, it conjured up so many memories of Potato Skins, Cheese Toast and Chocolate Mousse! It made me think back to my childhood and the family trips to the Sizzler restaurant. Nothing had changed. It was EXACTLY the same. … and the cheese toast was as good as I remember. It was comforting to relive those fond childhood memories.
This burst of spontaneity did get me thinking about how far people will go for a brand. Even though I would not say I am a loyal Sizzler patron, I thought there must be something lurking in my sub-conscious that didn’t think this was such a stupid idea after all. Why is it that I chose, of all silly things I could do, to travel half way across the country for Cheese Toast?
After consideration, I can bring it down to the ‘Sizzler Experience’. I thought about how important customer experiences are to a business. From a designer’s point of view, we are often handed a job to design a logo: essentially we create the ‘face’ of the company. We send it off to the client, and more often than not, that is the end of the job. We have no idea how they will use it. We can provide suggestions, but in the end, it is the client’s prerogative how they continue to represent their company.
Identity development should not stop at a logo. What kind of experience are your customers or clients having with your business? If a logo is the ‘face’ of the company, should we not also consider the ‘body’, the ‘clothes’ and the way the company ‘speaks’? All of these elements, much like a person, go to represent ‘who’ you are. The visual needs to work hand in hand with the overall conduct of a business. A well-designed logo is a great start, but we need to follow it up with all the other ‘stuff’. A good location or ‘body’ is relevant, and if you don’t have that ‘dress’ your business with the interiors, graphics and furniture that extends who you are. On top of this, there is the service you provide or the way you ‘speak’. Great service is paramount, and it's quality can make or break your customer retention. You need to be the whole package and provide people with an experience that sets you apart from your competitors. Essentially, as a business, you need to look further into your branding than just a logo.
Everyone enjoys different things. I don’t know many people who would have travelled all the way to QLD just to go to Sizzler, but it’s the kind of frivoulous experience that I enjoy. The 'Sizzler Experience' is a system of procedures for ordering and choosing food, the presentation of complimentary cheese toast on arrival and an overall family friendly dining experience. The food is not anything to write home about, but the experience was what we were looking for, even if it was in part to relive my childhood. If Sizzler was a person, it would be that bogan aunty that I would visit a couple of times a year, and I would always hang out for her amazing chocolate cake because it was the only thing she made well.
Give your business personality, be relatable, and remember that every contact with your company is extending your brand. If you consider this, maybe someone will go that extra ‘992.43’ miles for you.
How do you like them apples!
There’s nothing like having someone reiterate how clever you are… especially your boss! It is rare that anyone will approach you after the fact and say “Do you know what? You were right!” Ooooh… it makes me all goosepimply!
This week, the point I was ‘so right’ about was that when we approach the design of an identity for any business, we should move away from the obvious. There is nothing more frustrating for a designer when lets say a client who owns a coffee shop approaches you with a brief for a logo, and the words ‘I reckon we should have a coffee cup with steam rising from the top!” escapes their mouth.
Granted, sometimes designers do get a little too clever for their own good (myself included). We don’t want to alienate the market with something that they cannot digest, connect or understand. A simple logo, a stylized representation or an abstract mark is often most effective. A logo needs to be clean, recognizable and create a point of difference.
On my drive home yesterday, I thought a little more about what I was ‘so right’ about. I thought more of the logos that I really love and encompass what I believe to be good design. The first that came to mind was Apple. Apple is genius. Simple, too the point and iconic. But guess what? Their logo is… drum roll please… AN APPLE! My stomach sank. Maybe I was wrong! How could I possibly write this blog when one of the most recognisable brands in the world uses the most obvious icon?
But why does Apple work? It’s simple. It has a definite, uncomplicated form, the bite creates a point of difference from an expected representation of an apple, and it is not commonly red. However, after this analysis I was still not convinced… it’s still an Apple!
I don’t believe there is a right or wrong way to design. What I do believe is that a logo is a visual representation of a companies personality. It is not about what they do! Imagine if the logo for McDonalds was a Big Mac, Nike was a sports shoe, Coca Cola was a glass of brown fizzy stuff or heaven forbid Starbucks was a cup of coffee. Would they be so successful?
Logo design is not necessarily about being clever, it’s about being smart. Apple works because of successful branding. Because the icon of an apple is so far removed from consumer electronics, the obvious representation works as it is simple, clear and creates a point of difference. There are no concrete rules and as designers we need to remember that every business is different. We can’t get caught up in being clever. A holistic approach to a brand will always work best. So… how do you like them apples!
never underestimate the power of your image
An interesting thing happened to me not long ago.
A colleague and I were in a meeting to take a brief for a pitch against some other advertising agencies for the account of a prospective new client.
As per usual we started by handing them our business cards, and then continued with the meeting. A little later the client said "I've gotta stop you right there and let you know that you already have our business." We were stunned because we hadn't finished receiving the brief for the pitch yet. On enquiry the client said that it was because they loved our business cards and that they were more creative and modern than our competitors. Therefore they felt sure they wanted to use us.
For every person that has the courage to speak up, like this client, there are hundreds of others who won't. Therefore it stands to reason that there would be a great number of potential clients that we come across day to day that will be influenced by our corporate image.
With that in mind, what do your business cards say about you? Your letterheads, your logo, your office, your car, your clothes, your speech? All of these have an impact on how others perceive you, and ultimately these factors will help prospective clients decide whether they will do business with you or not.
Our recommendation is to invest in your image, it may just be the difference between winning a major account or just being one of the players.
Click here to see for yourself a video of what this client had to say...
stand out from the crowd with a strong brand
In a crowded market place, with many companies selling the same service or product, the only differentiation and separation method is through branding and image, and that ultimately is achieved with graphic design.
A powerful tool for business, graphic design is really not an expense. It is an investment, not only in building a strong market face, but in the success of your business.
Your image is the one thing potential customers can connect with. Make sure the impression and message you are sending is the correct one. Good design has the power to improve your image and strengthen your brand, differentiate your business from your competitors and deliver your message to potential customers.
All of the above ultimately means one thing, better business.