If you were ever in any doubt as to the power of branding and what impact it can have on a business, then spend the next couple of minutes checking this video out.
Greggs, a very well known high street brand in the UK, went incognito at a gourmet food festival by simply displaying the new ‘temporary’ brand identity of Gregory & Gregory, literally stuck over the top of their existing logo. See for yourself how people are happily eating away in the belief that they are devouring product from a bespoke provider.
Once it’s revealed that they are actually eating from Greggs new summer menu, they are shocked. One couple even honestly revealed “they would never go in a Greggs”, confirming that we all have a perception of other brands whether we realise it or not.
The interesting thing for us with this experiment, is what we often say to our clients… you may offer the best services or have the best products, but unless you position your brand correctly and let your potential customers know about you, how are you going to stand out from the crowd?
If you’re branding doesn’t look the part, is not fit for purpose or is a little tired, it WILL have a negative impact on your business. Subsequently, if your branding is spot on, right from the logo design through to promotional literature and advertising, this WILL help your brand get it’s message across to its potential customers.
Perception is key, as illustrated in this video, a business might not necessarily need to change everything from the ground up, along the lines of LEAN principles for example. If their products or services are good, a rebrand or rethink of their existing advertising could be all that’s needed to change those perceptions and get those sales rolling in.
Just to be clear, we would never advocate just plonking a new logo over the top of everything and hoping this fixes things, we like to work with our clients to get the right branding in place that is appropriate for their target audience. Through professional graphic design, we help small businesses to punch above their weight, sports teams to achieve more success, restaurants to get more customers, helping them to change perceptions of their brand along the way.
To see how we’ve done this previously, check out our portfolio 🙂
If you’re curious to find out more about Greggs, click here.