Which is more important, branding or delivering a clear message

[jonjon10]

Which is more important to a small sandwich bar, branding the company name or delivering a clear message? I ask this question after regularly walking past a local shop for the past few weeks and only just noticed it was a sandwich bar. It has a sign above the shop stating its name. Would it not be better to use the huge sign to write SANDWICH BAR? Would they get more passing trade? I then looked at other shops on the same road, such as a PC repair shop, again with a less obvious shop name. Would they get more trade if they simply put PC REPAIRS.

 

[Scott-Copywriter]

Delivering a clear message without a doubt.

Branding can be built up over time alongside your promotion but the main priority of the promotion should always be delivering a sales message to draw in new customers.

 

Which is more important to a small sandwich bar, branding the company name or delivering a clear message? I ask this question after regularly walking past a local shop for the past few weeks and only just noticed it was a sandwich bar. It has a sign above the shop stating its name. Would it not be better to use the huge sign to write SANDWICH BAR? Would they get more passing trade? I then looked at other shops on the same road, such as a PC repair shop, again with a less obvious shop name. Would they get more trade if they simply put PC REPAIRS.

Interesting question.


Main point is , it isnt just about the name.
if their window merchandising is so bad you didnt notice what they were they have failed!!

On names There are several conflicting needs with a sandwich bar....

Sure it needs to be obvious what is being sold...

However sandwich bars get a lot of trade from word of mouth so haviing a name that is easy to pass on....is also important...

You would do well to try to combine the who and the what!

eg play on the word barm cakes or something...and the benefit with

BARMY - Simply the best butties in town!

(thats for the northern folk who understand the word butties
or BARMY

BARMY - the best lunch in town!

The corporate sector might matter more in which case you could do a dominos for the corporate sector and have the title as...

30 Minute sandwiches!!
Delivered fresh in half an hour Guaranteed!

And you could also get taken to court like dominos...
for causing too many road accidents!!

 

[Simon-M]

As a small shop your brand is built by your service/product. If you want to build a chain of shops then you will need a logo that can represent your brand. Something people will recognise. At this early stage a nice sign saying Sandwich Shop is better than a logo that says nothing.

A logo that clearly states it's a sandwich shop that gives them a starting point to build a brand around is the best solution.

Simon

 

[jonjon10]

It’s just frustrates me, seeing so many shops get it totally wrong when it comes to shop frontage. Sometimes it takes several seconds to workout what they do or sell, because of poor signage, window display or colour scheme. I thought if they did not have a clue about these three factors (which most don’t) a clear sign like SANDWICH BAR with a big picture of a sandwich, would do them a world of good, at least from one off passing trade which may turn into regulars. I feel, passing trade must instantly know what the shop is all about (product, price range/quality) the moment they clap their eyes on it. Let’s face it do we really care what clever name they have come up with (munch box, nosh, fatso’s)?
What does make a good shop front? Why are some businesses so bad at it?

 

[FireFleur]

In many ways your feeling is right, but a business is often quite personal to the owner or manager.

And this is their chance to do it their way, the simpler don't make me think style approach, is actually self reinforcing. We see this with Disney where they have moved the original book out of the equation and substituted with a film, and then a simple book on the film, with easy to digest words, and a story on perhaps only the moral level.

People have to work in the shops and they spend a lot of time there, I suppose they wish to individualise the place more, rather than scream out what they are doing each time. I am probably the don't make them think camp when it comes to clients sites and projects, but I am guilty of going down the individual path for my own stuff quite often.

I think the sweet point is probably a compromise, there has to be some cue or clue as to what the business is about, but perhaps it doesn't just have to cater for the lowest common denominator.

 

I would think making a good sandwich is the most important thing.

Earl

 

[Mister B]

Surely the two go hand in hand, especially in todays day and age?

The brand should incorporate some form of association with the service/goods provided which accordingly ties in with the merchandising message.

That is, unless you have a massive marketing budget or are well established already

Mister B

 

[jonjon10]

In many ways your feeling is right, but a business is often quite personal to the owner or manager.

Ok that’s fine if you are happy about your level of sales. If you are not happy and want more I would have a good look at your shop front. Do some research with the general public on how quickly they can determine what you do and who your shop is aimed at. Do you stand out? are you delivering a clear message? If you are not doing these things, then you might have found out your problem.