By Colin Bates
Pret is a sandwich shop. It (Pret) is to sandwiches like Starbucks to coffee. Pret was founded in London in 1986 and has now grown to over 130 shops, most in the UK but also in New York and Hong Kong. (Its recent opening in Hong Kong is what reminded us of the brand, we were working in London when it launched back in the 1980s).
At the heart of the brand is passion. Passion for the food they make and the people they employ, (Fortune magazine named them one of the top 10 companies to work for in Europe).
How do they communicate this passion? Not through conventional advertising, but through their beliefs and their
Take a look at how they bring meaning to their brand by the commitments that they make:
They are passionate about natural quality food: they avoid additives and preservatives.
They are passionate about freshness: all food is made fresh in the shop.
They are passionate about improvement, seeking advice from customers.
What is at the heart of my brand, and how do I communicate it (not through conventional advertising, but through my beliefs and my
behavior)? Because it is what you do that matters, not what you say.
Branding Fiasco -- Better Be Who You Say You Are!
Our experience offers great instruction into the concept of branding. Come with me on a recent "experience" and you'll see what I mean.
Brand Big--Deliver a Great Experience
Your brand or any brand for that matter is the sum of all you do. Itís something you earn over time by how you behave and treat your market or customers. Your brand is the mental imprint that you plant in your marketís head.
Brand Smart---It's about the Relationship not the Transaction
The more you understand about how your buyers and prospects tick, the more likely you are to plant the desired brand in their minds and create a lasting loyalty.
Know Who You Are óAnd Your Brand Will Follow
Having a brand is powerful. It adds value to your balance sheet, attracts superstar employees and allows for greater profit margins. Your brand is like DNA. Itís your unique mental mark; the sum of all your