You now know something about our brand. Last week, we told you about Fryed Egg’s full-service, creative, story-telling agency specializing in brand transformation, event production and video creation. You heard about our founder’s farm-to-business values, which our company embodies: hard work, honesty, respect, trust and not taking ourselves too seriously.
What is your brand? What does it say about you and your business or organization?
Your brand is not just your organization’s name or your company logo—the image or icon that represents you, like our memorable egg, Nike’s Swoosh, or Apple’s apple missing a bite.
A company brand includes the specific and consistent colors, fonts, voice or tone, texture, smells, and sounds you use to tell your story. Fryed Egg’s colors are whimsical and earthy and, for obvious reasons, are egg white, yolk yellow, and skillet black.
Your brand includes everything you want people to imagine and feel when they think of your company.
Cracker Barrel, for instance, is one of tens of thousands of restaurants in the nation. But its brand makes it unique and memorable, conjuring up a feeling of home, coziness and warmth—as if you were enjoying Sunday dinner at your southern grandma’s house. They accomplish that through the comfort food they prepare and the friendliness of their employees, the old-fashioned font on their signage, their vintage décor and the welcoming rocking chairs on their wide porches that invite you and your family and friends to set a spell.
Cracker Barrel’s brand engages all five senses, using smells, tastes, textures, sounds and sights to touch your heart and stir up nostalgic emotions. Every Cracker Barrel gives its patrons what they expect—an experience, not just food.
What does your brand evoke in people? How is it helping you reach and engage your target audience?
You know who you are and what you do, but perhaps you’re not sure what your brand is or what you want it to be. Maybe your mission has changed, due to the COVID-19 pandemic this past year or because of societal shifts or other reasons. Starbucks, in 2020, modified its strategy from sit-and-stay to an on-the-go experience. In 2017, McDonald’s, the world’s largest fast-food chain, worked to change its image from well-known but boring to successful yet cool.
You know who you are and what you do, but does the world know?
Your unique story is worth telling. Define and refine your brand to express it clearly. Your authentic story will resonate with your audience and draw them in to experience all you have to offer.
If you would like some guidance, the Fryed Egg team is here to help you articulate and develop your brand along with a marketing plan to reflect your values and vision, bringing it all together cohesively. We can collaborate with you to strategically plan the next moves to reach and expand your audience—whether they are customers, donors or the people you want to help—and encourage them to buy, contribute or reach out for assistance.
As 2021 gets underway, let’s make it a time of new beginnings, fresh starts and clear intentions, beginning with your brand.
The Fryed Egg team is here to assist in making this your most productive and successful year yet! Let us know how we can help.