A little story about branding

One of my favourite places to eat in Marple is a little cafe called Red Pepper. They make a wonderful cup of coffee and their food is nicely cooked and well presented.

The staff always make a big fuss of my daughter, Hannah. In fact, they take a genuine interest in all of their customers always taking time out for a chat.

There’s a gentle, good natured buzz about the place and it’s always clean, warm and welcoming. I watch them working and talking to their customers and it all seems so effortless and simple. They make me smile.

Earlier this year the interior of the cafe was renovated. It looks great and really does add something to the whole experience. They’ve got a new counter, beautiful lighting, professionally printed menus and even smart staff uniforms bearing a new logo.

They must have spent a considerable amount of money.

But if their coffee and food was just ok, if they didn’t talk to their customers and show a genuine interest in them, if they didn’t go out of their way to provide a consistently good experience, then all of that costly renovation work and design would be completely pointless.

A brand is so much more than just a logo or a set of fancy marketing materials.