Recently, a woman with a “shop local” mindset ordered a pizza from what she believed was a Philadelphia-based shop. Pasqually’s Pizza didn’t just sound good; it came with the satisfaction of boosting the business of a neighbor.
But when she received her pizza, a certain mouse came to mind.
Could this pie, ordered from a local pizzeria, actually be a Chuck E. Cheese pizza? She got in touch with her GrubHub driver to see if they’d picked up the pizza from the mouse house.
The answer? It was a Chuck E. Cheese storefront with a side door labeled with another brand. During the pandemic, Chuck E. Cheese found that by beefing up their typical pizza just a bit with a thicker crust, more sauce and premium toppings, they could make the most of delivery pizza to local foodies.
While this smart pizza lover figured out the true source of her food, Pasqually’s Pizza has been having a solid run as its own brand.
The Importance of Solid Branding
A brand is more than a logo; it’s a full identity, a personality of sorts. It’s a color scheme, a certain look and feel to your communications, images and social posts. It’s a voice that comes through, whether you’re sending an email or recording a video. The most effective branding strategies are designed so well that the product or service is recognized in a glance.
This is how it can be possible that a similar pizza product can appeal both as a birthday party staple for kids and as a locally-made specialty pizza. Besides helping you reach multiple market segments, branding has some other benefits:
- Building Loyalty: Your customers begin to form an emotional connection with your brand.
- Increasing Value: As you build your brand, it begins to add to the overall value of your business.
- Attracting Talent: Employees want more than a job; they want to be a part of something. A solid branding strategy helps them know what you’re all about.
- Business Growth: This is perhaps the most obvious reason you would invest in a branding strategy. It helps you stand out in the noise, communicate what makes your product or service different and tell your story.
Maybe you don’t have plans to sell your product or service under a completely different brand like Chuck E. Cheese has successfully done, but many companies have done it to broaden their opportunity for revenue. But you still need solid branding.
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