Recently, I had a 40-minute layover at a train station in Philadelphia and decided to hit the food court rather than sit alone on an empty train. I got in line at the Cosi counter, because I’ve always liked Cosi, and hadn’t had it in awhile. (If you ever get the chance, try their turkey and brie. Best sandwich ever.) But while I was waiting, I noticed a local, independent sandwich stand with a hand-printed sign that said “Cheese Steak Larry’s: Best Chese Stakes in Philly.” (Yes, the words “cheese” and “steaks” were misspelled.) Even though I had my doubts that it was the best in the city, I figured, I’m in the city that’s known for its cheese-steak sandwiches, so I really couldn’t go wrong. Two bites of Cheese Steak Larry’s unhappy-looking sandwich and soggy fries (on a semi-clean tray) and one more line later, I was happily eating the Cosi turkey and brie sandwich I knew and loved.
My point (and I do have one) is that this got me thinking about the power and necessity of brand building. (Yes, I am that much of a nerd that bad excuses for food can launch me into spontaneous thoughts on branding.) The city of Philadelphia had done such a great job building its brand as the premier spot for cheese steaks that I had abandoned my place in line for a meal I knew I would like to get a sandwich from a food vendor I had never heard of. Philadelphia has built its market. It has claimed ownership of the cheese steak sandwich, and in doing so, has built a market for them.
Cheese Steak Larry, however, doesn’t need to build a market. By virtue of being in Philadelphia, he’s got one built in – and it’s mostly a transient one. (Nobody who lives in Philly is going to go out of their way to eat in the train station.) So Larry just doesn’t need to worry about impressing customers with his cooking prowess, because we’re all just passing through. We can’t offer him repeat business or much in the way of word-of-mouth marketing, so why bother spending extra money on quality ingredients? And as far as the regular train riders who pass through, I’m sure Larry is fine building a clientele from customers who simply don’t feel like waiting in line at the kiosks where they would rather eat.
But while the Cosi vendor might not have any more repeat business than Cheese Steak Larry does, Cosi does have a reason to provide quality food and service: The experience consumers have at this location will influence their decisions to eat at Cosi locations in New York, Los Angeles, or any other city. The Cosi reputation (its brand) precedes it.
Through brand building – managing and monitoring the elements of the brand and marketing and communicating its message and reputation – brands can effectively build their markets, creating loyal customers who buy purposely rather than randomly. Randomness and situation-based consumer purchasing may generate a few dollars for vendors like Larry, but it’s not sustainable and can’t be counted on. With brands, there is a constant need to communicate the promise and personality, generate awareness of a positive reputation, cushion the blow of negative consumer experiences, and ensure that the visual elements like the logo have recognition in the marketplace. Companies must make sure that their brand fulfills its promise to the market – and it’s the act of brand building (whether handled internally or through an agency) that communicates that promise. Brand building helps develop a relationship with consumers where decision-making is at least partly based on emotion and where there is reasonable hope for future purchases.
