When talking about branding, many agencies refer to how they “create” a brand. We believe you create a company, product or service; thereafter an agency focuses on enhancing the brand experience. The brand may be experienced in a range of ways. From an employee’s customer service, to the physical layout of a store, to the menu and wine list, to packaging, to advertising and press coverage… It’s all an extension of the brand.

To distill a brand to its essence is an effective exercise. For one restaurant group client we established three key words that defined the brand. As a result, any employee needed only those three words to stay “on brand.” Whether designing a new menu item, buying salt and pepper shakers or properly greeting guests, the three words instill adherence to brand and culture. It’s an easy- and precise way to stay the course.