Today my friend and I walked into one of the more established cafeterias in Valletta. As I had done many times before, I ordered two espressos at the bar. The barman asked me to go pay first at the cash and there we were asked to order and pay at the bar. One of the staff was clearly not well-informed about the actual cafeteria policy.
There is nothing more gratifying than knowing what to expect, or even better, being delighted by great service that comes unexpectedly. This is also branding. The majority understands branding as promotion and a logo. Branding is a representation and an identity. It spans from, yes, a logo, all the way to the tone of voice, choice of partners and quality of service.
Quite often in my work I delve into the operational side of business, which is by no means an accident. We cannot build a business with a strong identity if the processes are not consistent, defined and geared towards the users and operators. And like the cafeteria, inconsistent service thwarts people’s perception of where the business stands. It is only by understanding who we are as a business, who the people involved are (employees and customers alike) and by continuously review the processes, can we achieve a strong brand that people can understand and come to love.
So, no, branding is not only logos and colours, but a well-understood identity that addresses the people involved whilst delivering its mission; in today’s case: coffee.
