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I recently noticed a (now shut-down) corner store in my neighborhood whose signage bragged that they had pizza, a juice bar, and a smoke shop. 🤔 My first question: would you buy a green juice there?
Meanwhile, around the corner there’s a Juice Press whose storefront says things like, “USDA organic,” “cold pressed juices,” and “a big f#*k off to GMOs.”
This brings me to the topic at hand: the benefits of branding. For the sake of this example, I’m talking about the exterior signage between these 2 stores. But the branding of these places (or lack thereof) also comes across through in other ways, including:
I can’t say for sure why the juice-bar-meets-smoke-shop shut down, but since I’m totally obsessed (read: brand loyal) to Juice Press, let’s talk about why they make it feel so easy to hand over my credit card to buy a $12 juice:
At all Juice Press locations, their storefront windows are filled with large, white, all-caps text that is legible down the block. In a way, they’re shouting at passersby who they are and what they offer: they’re 100% organic. They despise GMOs. They offer cold-pressed juice, raw foods, and superfood smoothies. The graphic design and copywriting physically stands out, which brings us to the next point…
Simply put, since they stand out in this consistent way, they establish recognition across other locations. For example, even when I’m in a totally new neighborhood, I still notice those big, white, high-and-mighty letters from a mile away.
Unlike the bodega, Juice Press is not trying to low-key attract people craving pizza, a deli sandwich, or a smoke. Since their target market is health conscious individuals (who also care about things like organic produce and avoiding preservatives), they can speak to them and only them. And when they attract the right audience…
Since they are speaking to a specific audience, they know what we want to hear: that everything is organic, fresh, and free of preservatives. When Juice Press is able to hone in and deliver on this message day after day (without the distraction of pizza, deli sandwiches, or cigarettes), they can establish trust and credibility. And when people start to trust them…
Once you as a consumer know there’s a juice place that ticks all of your boxes, you’re probably more likely to go back there than risk spending $12 on a subpar juice somewhere else. And finally…
When Juice Press sees these benefits working for them because they’ve been strategic and consistent about their brand, brand strategy and branding, they can show up as confident experts in organic juice-making.
Want to start reaping the benefits of branding but not sure where to start? Download my free branding checklist that walks you through everything you need for a magnetic brand identity!
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