Coming through Edinburgh airport for the second time in as many weeks I was again struck by just how superb a job the West Cornwall Pasty Company do. They have the last stand in a long line of food and coffee operations but their branding and use of great images is so brilliant that you feel compelled to walk all the way along to sample their offer. But it’s stronger than that – you actually want to be part of what they do. Of course, surf culture very compelling – goodness knows how much surf gear has been sold to people who never have and never will hold a surf board but so is coffee culture so don’t immediately dismiss it as being “different” from what we do.
At the start of the line you are met with this:
Your attention is grabbed but you still have a long way to go.
But in the distance, past Caffe Nero, EAT and the bar you can see this…
Now that clearly wasn’t cheap and clearly wasn’t easy to do. In fact I bet it was one of those situations where they went to a variety of shopfitters and were told point blank “it can’t be done“. But it was – and more to the point they did it.
So there it is – a super-sized Volkswagen Camper Van housing a fully functional Cornish Pasty shop – just brilliant. Utterly brilliant.
But they didn’t stop there. The branding extended to many other areas. They had cool old surf photos on the fridge and the menus was listed on a surf board. All the staff wore surf wear and even looked like surfers.
even the lights were in the shape of a surf board…
And they were busy and the company seems to be growing at a ferocious rate:
So how does your branding compare?
How hard are you working at making sure you have something wow that lures people in?
Success in what we do is part of a long and complex equation but you need to get all the parts right. You simply can’t reply on a great product any more. Or great people and a great location. You need to have all parts of the jigsaw slotted together and a crucial piece of that jigsaw is branding. Creating a clear, coherent and compelling brand that actually drives people to want to be part of what you do. And never forget that applies to bankers, potential employees and suppliers as much as customers.
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