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.