Focus: COFFEE • CAKE • ICE CREAM
There are several emotional and subconscious gaps (aka White Space) in a saturated market available for branded cakes, coffee and ice cream. This isn’t some sort of hunch or guess. This is math and science.
This is where we can add the most value in creating a destination not based on the ‘locals’ and ‘local foot traffic’ but rather on a brand which can go city-wide in brand sales with a smart, aggressive and targeted Social Media Campaign.
How about this:
Instead of you looking for customers, customers come looking for you.
Yep. That’s what every business wants but most don’t know how to do it. Some suspect it’s a spiritual thing. Some think it’s luck and others believe it’s magic that only a few possess and others don’t.
The entire population, what their needs, wants and desires are, eludes most folks which is why we have comprised a specialized system and team of seasoned pros on our advisory board which we call upon as the need arises. In essence, good business is a matter of educated decisions, bracketing out old and useless assumptions/hunches/guesswork and keeping alert to new opportunity and spaces that open in the market.
Our advice is simple:
BUILD A BRAND
Most small business owners have no idea how to build a brand or how it works or what it really is—none whatsoever. If you find any of this insulting, then stop reading this now. It’s about to get a whole lot worse for you. Ready?
It’s completely understandable that most people wouldn’t know the first thing about building a brand. Why would they? Most people fall subject to brands and branding. Does anyone know how the Marlboro Man ended up getting Marlboro cigarettes in every corner of the globe? It wasn’t luck or guesswork. It’s advertising and branding. Most people fall under the brands influence—even when they say they haven’t, they have. There’s no way to escape it’s influence. That’s just the way it is even if you don’t watch the ads, your market choices are calculated and factored into an equation of market saturation—even at the 99¢ store.
Others open a business and think in terms of local foot traffic and catering to the neighbors. This worked back in the olden days… before our lives became progressively digital. They figure: we sell this and that because … and you should buy this and that because, um, we sell it.
Naw, it doesn’t work like that and that’s not enough to convince me. It’s not likely to convince anyone else either. It’s fucking boring. No one cares how good your food or your product and services are. They shoo with you because they believe what you believe.
This is NYC and there are 1000s of amazing restaurants, products, services and places to buy things. In Astoria, Queens the area is known for having amazing restaurants. Your food had better be excellent. That’s just the baseline. It will get you only so far. Brand go much, much further.
Here is the question you may never have thought to ask yourself about your business: IF I WERE TO CLOSE MY BUSINESS TODAY, WHAT WOULD PEOPLE REMEMBER ABOUT MY BUSINESS?
If you are stalling or struggling to answer this simple and direct question, you have NOT built a brand. That’s just the plain and simple fact.
Do you Agree or disagree?
Okay. Let me ask you this: If Harley Davidson, Apple, or Coca-Cola closed all their manufacturing plants today, would they still have a brand? Indeed, they would.
A brand gives meaning and definition to people’s lives. This symbol 💲 is a brand. This symbol 📞 is another brand. This ☠️ is yet another type of brand. It has meaning whereas there should be no meaning at all. These symbols have definition, a type of personality and meaning. People align or disassociate with those beliefs.
1. Ask questions about your business.
- Who’s your target persona?
- Who are you trying to reach?
- How do people typically discover or become aware of your product or service?
- Who do you see as your competitors?
- What is your differentiator?
- What can you do that the competition can’t?
- Where do you see your business in 3 years?
2. Insight and observation (what’s working, what is NOT working)
- This is a mix of both positive and negative feedback. We focus on what we all think is working, or areas of the experience we think are confusing to customers and need improvement.
- Insights usually range from tactical observations about best-practice experience by design (an unclear line item or confusing instruction through text, etc), versus deeper, more impactful insights that effect the overall impression and effectiveness of the product or service.
- Prioritize any trouble spots (areas that need immediate attention)
- Identify missed opportunity(s)
- New audiences or applications for a new product or service
- Identify new partnerships or alliances
- Strategies to generate awareness and increase adoption.
How many of the above questions can you answer? You had better have an answer for all of them. Not just any old answer but the right one.
See my fuckin’ case studies: click it.
See my fuckin’ portfolio: click this.
If you care and love your business and investment, call to get answers to questions. We have 25 years of experience answering each and every one of these questions for business owners. Many of them wouldn’t have survived and eventually have thrived right to today.
We think we can help. A consultation is going to cost you a cup of coffee, unless you are an asshole, then it’s only $500.