A feel-good Burger Brand
South African fast food brand Wimpy Burgers have come-up with a promotional brand gesture that has both underscored their inclusive positioning and created a real buzz. The story goes that Wimpy wanted to let visually impaired people know they offered braille menus. So to spread the word they created braille burgers that blind people could actually read.

With the help of their fine-fingered burger chefs Wimpy took sesame seeds and meticulously placed them onto their burger buns so that the seeds formed braille. The braille seeds spell-out what kind of burger the customer has in their hands, such as; ’100% pure beef burger made for you’.

Being a cynical brand builder, I can’t help but wonder how much of the motivation for this gesture lies in helping the vision impaired to have a life filled with the joys of Wimpy Burgers, and how much of it is simply about creating brand buzz. At the end of the brand day I’m not sure it matters where the motivation comes from, there are no losers here, just a great brand communications campaign, and almost certainly more Wimpy burgers bought.

Dave Ansett, Brandamentalist
Brand Designer and Burger Aficionado
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All images are stills of ‘wimpy braille burger’ video
Agency: metropolitanrepublic
Art director: Dale Mullany
Copywriter: Keith Manning
Creative director: Wes Phelan
Director: Will Collinson
Music: Loyiso Madinga
Photographer: Mike & Nick
Retoucher: Darren Bell

On my recent trip to China I was constantly amazed by the signs of just how fast China was accelerating in so many ways from the increase in the number of cars, through to their burgeoning business and industrial sectors. When it comes to branding, the Chinese are also keen to be up-to-date, which can lead to some charming translation of western branding. At World Expo in Shanghai I came across the beauty, a Chinese fast food brand called ‘Uncle Fast Food’. It seems to hit all the cues – a Confucian character, leveraging the trust of a close and respected relative, red and yellow brand colours, but as the queue of local customers snaked past the entrance of Uncle Fast Food from the KFC next door I was left wondering where the brand translation had gone wrong.

Dave Ansett, Brandamentalist
For monthly updates of our thinking, click here to receive our free Brand Newsletter
Lover of Well Branded Fast Food.

A Knock-Out Brand Canvas
We’ve written many times before about the failure of most retail brands to leverage the window space of new stores whilst they’re preparing to open. “What a ripper of a brand canvas to leave blank!” we shout in frustration. “Why wouldn’t you fill those newspaper-covered frames with some fancy brand statement to delight and create anticipation for your upcoming store opening?”

Well thank the Lord we’ve been heard – and by the savvy branders at food franchise Mad Mex no-less. These guys have cooked-up a feast of brand personality, seasoned with bold and unique visual language rich in brand story telling. Check-out the eye popping windows of their soon to be opened Chapel Street store in Melbourne, Australia:

Every Business has a Bunch of Blank Canvases
Every business, no matter what location, size or market has blank canvases that are unique. The trick is to spot them.

I recommend setting aside an hour to list each and every brand touch point for your business, whether that be where your brand touches your clients or customers, your staff or your suppliers. Examples of brand touch points include: Your web site, delivery truck, brochures, ads, store interior, signage, office interior, staff uniforms, etc. etc. and etc. These are all the places where your brand touches the people who are responsible for your businesses success.

Once you have your list, look at the way you deliver each of the brand touches:
• Are there different places you could advertise where your target market can find you and where your competition is not?
• Is your delivery van or staff car a driving billboard?
• Does your office or store have any physical opportunities to promote what you do?
• Have you introduced your product or services to influential media, bloggers or locals for them to fall in love with?

Some business people are wired to identify the blank canvases for their brands. It’s as if they see the world through brand canvas tinted glasses. Carolyn Cresswell from Carmen’s Fine Foods, Kristina Karlsen from Kikki-K, Naomi Simson from Red Balloon Days, and Virgin’s Richard Branson are all naturals when it comes to spotting and leveraging blank brand canvases.

Your challenge is to learn how to see the blank canvases for your business and its brand so that you’re ready and able to spot the opportunities whenever and wherever they arise.

If you’d like to come have a chat with us about identifying your brand’s the blank canvases, why not get in touch? We’d love to show you how it’s done.

David Ansett, Brandamentalist
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Graphic Design Melbourne