The Importance of Branding

Because Ethnic Vision Inc deals with quite a lot of emerging businesses I find myself constantly reinforcing the importance of branding and its ultimate power.

No easier display of brand strength have I witnessed than that of the Barbadian fast food chain Chefette.
Driving in the car with my family, my patience was repeatedly tested by the persevering cries of my five year old, Naomi and 2 year old Joshua who were quite disturbed that we were going anywhere other than the beach.
Minutes into the drive it was as if Spiderman or Cinderella had made a special appearance. There was a loud shriek, which came from both of my kids, “Chefette! Chefette!” And there it was indeed.

Much to my surprise however, it was not the store or the sign but instead it was the back of a uniformed Chefette employee walking along the street.  The cries then shifted from, “Can we go to the beach?” to “ Can we pleeeeeasssse go to Chefette?” Now that I immediately thought to myself was brand power!

Tip: Brand power is built through consistency. Invest in getting the elements of message, colour, placement and connection right!