Branding

Branding: Philip Duff Builds His Own Brand With An Unusual Approach

Philip Duff, a full-time NYC consultant and founder of Tales of the Cocktail, has launched a new brand of genever – a Dutch vodka-like liquor for those uninitiated. The taste isn’t the only thing special about Old Duff Genever . Duff talks with Liquor.com about building his brand using an unusual, even unorthodox brand-building approach.

Duff has taken what most entrepreneurs find dis-advantageous and has turned it in his favor. Rather than launch nationally or internationally, offer price discounts, or find a large distributor to work with, he has made the decision to launch city by city and watch the results. The idea behind such a brand strategy is to create demand by being a must-have to only a small handful of influential, well-known bars in major cities. Consumers nowadays want brands that provide quality products and put a face to a name. Duff has also chosen this strategy so he has the ability to visit each bar himself to present his brand.

When it comes to building your own brand, you have to be genuine and consistent with your message. Whether your specialty is dinnerware, glassware…. or liquor, it is important to have authenticity, consistency of message, and that message as to be delivered with a certain level of frequency. Of course, having a distinctive brand personality helps too! These seem to be Duff’s goals for Old Duff Genever by selling his product with a face-to-face, one-bar-at-a-time approach as someone with sincerity and knowledge of his industry and product.

The brand-building journey is different for every brand. So, what’s your brand-building journey looking like?

To read the full article, and hear more of Duff’s history and successes that have led him to Old Duff Genever, visit Liquor.com here: http://www.liquor.com/articles/philip-duff/#gs.JiEcTU4
-G. Stegall

Brand Differentiation: Long Term - Supplier or Operator - It's Your People

There seems to be a quiet revolution currently underway in the hospitality tabletop supplier community. A metamorphosis that’s subtle, almost unnoticed…..like say, the rise of an incoming tide.

Tabletop suppliers are upgrading both their sales and marketing people in a revolution that quietly, but steadily, is taking place. With creativity among tabletop product categories relatively stagnant (yes, we know there are exceptions...we try to write about them, remember?), companies - both suppliers and operators know that their people..…their “brand ambassadors”, if you will……create a larger and larger portion of their brand impact and influence the marketplace's thinking about their brands. With customer touchpoints and engagement taking the place of traditional advertising, the type and quality of the people who represent a brand is more critical than ever to determining brand essence. With less and less to differentiate the products themselves, customers turn to brand qualities and values to help determine their buying decisions. Often, those brand values (in the customer’s minds…and, after all, isn’t this all that REALLY matters) are determined by the people representing the products and the brand.

A brand's people are often the true differentiators and conveyors of brand values.

Starting with the CEO, brands are symbolized by the people who work for the brand. This is not new, but what is new is the relative lack of differentiation or “commoditization” of much of the tabletop category. TabletopJournal has spent a great deal of time writing about differentiation and how important it is on both the supplier and the operator side. However, the fact is that many of the tabletop products - and restaurants - are remarkably similar and barring any apparent unique points of difference, the buyer’s main decision driver will be price. With such similar products, the overall brand image has become the area to differentiate and the people who represent the brand have become an increasingly important area of differentiation.

Fortessa adds several new Sales Vice Presidents, Dudson adds a VP, Sales for North America, Oneida continues it's upgrade and now, intergration of its new sister company Anchor Hocking, Libbey adds a new Director of Marketing, Rosenthal/Sambonet names a new National Account Manager, Tuxton does the same…..all with the idea that these new “brand ambassadors” will help build each company’s brand essence and culture in a positive direction. After all, often the employee IS the brand. TabletopJournal feels that this trend towards upgrading sales and marketing talent will continue with short term results certainly at the center of the target hiring goals. But, when looking to upgrade the organization, there is also a longer-term "brand makeup” goal that needs to be considered. When looking to add to an organization, how the new employee will contribute to the long-term brand attributes ..or, essence...has to be thought about.

It is true that brands have voices. They all speak … some more loudly than others. That brand voice is made up of all the little interactions that are made with customer, potential customers, and others who may influence the sale or perception of a particular brand. Companies whose employees engage and interact with others in a way that consistently reinforces brand values have the best chance for both personal and brand success. Then, those brand values and messages need to be amplified through content marketing, advertising, and promotion.

TabletopJournal - clebrating hospitality tabletop worldwide.

TabletopJournal’s evangelism goes beyond simply focusing on cool products and extends to helping other talented, kindred spirits find one another and to help conpanies realize the importance of each and every hire, particularly for postions that have extensive customer interaction. Tabletop recruiter Mike Hawkins explains it well in his recent article “Recruiting Superior Tabletop Sales and Marketing Talent” and we are pleased to be able to bring his expertise to both hiring companies and to candidates.

Brand building is a long-term journey. And, the people you hire - your "brand ambassadors" are often the true long-term brand differentiators.

Choose your people wisely.

Tabletop Dealers……

                            Brand Association

                                                            Product and Inventory Assortment

                                                                                                                      Staff Knowledge

What defines your BRAND?

We've mentioned the Sticky Branding Group before....so, needless to say, we like a lot of what they are about.

Recently, Sticky Branding published an article that struck home for us in the hospitality tabletop evangelism business. SB's article was about how frankly - boring and tired - B2B branding often is and for the need to passionately differentiate your brand in the B2B world. Funny, that's how we often feel about tabletop hospitality.

Here's what we're talking about.

Restaurateurs:
Question: If you're a restaurateur....what makes your plain white tabletop, with the "generic" flatware and glassware so spectacularly different than your competitors?
Answer: Nothing. Our guess is your guests' dining experience isn't that much different either. ("Hi. My name is Bob and I'm your server tonight.") Oh...that's right...you don't need to worry about differentiating your tabletop. Your food is SO MUCH BETTER than your competitors. Remember....you are not in the food business....it's really the experience business you're in.

Dealers/Distributors:
Question: You're offering pretty much the same tabletop products as every other source, including the internet (thank God Al Gore invented it!) so what makes you so special?
Answer: Not much, really. You go to the same trade shows as your competitors....have the same basic sales people (some good, a few great...but most average or below - be honest!).... and, are looking to "take costs out" of the supply chain like your competitors. Do you wonder why your margins at the street level are shrinking? If you're an E&S-only dealer, how much different are you than the large food houses -really?

Manufacturers
Question: Are the products you are offering truly that much different than the other 35 manufacturers in your category?
Answer: RARELY. Is your glassware truly different? How about your plain white china? Oh...I'm sure operators really think that YOUR Baguette flatware is soooo much better than everyone else's! Right. The buffet category is the latest category full of "me too" products. When you go to your next good trade show, really look at just how many people are offering pretty much the same things your company is selling. Then, try to figure how your brand can be TRULY different. Attendees at shows are looking to be excited. Instead, it's often the "same ol' same ol'"...aisle after aisle, ... after aisle.

IMPORTANT: When we don't passionately differentiate ourselves and our brand - whether you are a restaurateur....a dealer....or, especially a manufacturer.....it invariably comes down to price. Check average....invoice amount....gross profits....sales commission....all shrinking for those who don't offer something different. Here's some good stuff from Sticking Branding that speaks to the issue of passionately differentiating your B2B brand.

If you'd like more customers, higher check averages, or better sales commissions...you may want to check it out:
http://www.stickybranding.com/passionately-differentiate-your-business/

How's Your Brand Essence Lately?

These folks know brands and their essence: http://www.ignitepartnership.com/

Brand Essence: An Important Issue No Matter Your Particular Perspective

On her website, Restaurant Branding Roadmap, Karen Post has recently written a great article on "How To Brand A Chef". In the article, Karen Post discusses several points that - while specific to chefs - can apply very well also to dealers/distributors ....and to tabletop manufacturers.

One of the points that she makes involves "brand essence". And, since we believe that the essence of a brand is often an overlooked piece of the branding puzzle, we thought we'd highlight further the point that Post has made. And, whether you are a chef, a restaurateur....a dealer/distributor....or, a tabletop manufacturer - the issue and importance of defining your brand essence is the same.

To point that out....here's the text from that point in Post's article with some slight (and obvious) wordsmithing.....

The real point here is that important issue of essence of a brand is universal.

Chef, restaurant, hotel, dealer, manufacturer....and individual. What do we mean by individual? Try inserting simply the word "YOUR" instead of "YOUR COMPANY'S".

Thanks to Karen Post for reminding us of these points on branding, particularly on the importance of brand essence. You can find out more about Karen Post (also known as The Branding Diva) read the entire article by Karen by going here:
http://restaurantbrandingroadmap.com/how-to-brand-a-chef/

Strong Brands Are Remarkable!

Strong Brands are REMARKABLE Last weekend, I asked you – while you were thinking about the many things you had to do in your upcoming week - “to plan to be REMARKABLE” throughout the week. I realize that it’s much easier to plan to do things on a quiet evening over the weekend. Then, as soon as the work week commences on Monday, all Hell breaks loose and the “best-laid” plans are all out the window as you begin to put out the fires of the moment.

That’s life….whether you’re the chef/owner who finds out that half of your staff has been hired away by a soon-to-be-competitor….the sales tabletop manager who just found out they lost a big chain account…….or, the F&B manager of that upscale hotel whose largest convention for the year just cancelled because of the tough economic climate. Plans are made….and, then…stuff happens.

Which is the reason why building strong brands cannot just be the idea of the moment or the week. Branding needs to be a way of life. After all, your brand is what sets you apart and says who you are. A strong brand is so much more than a name, logo, or a catch phrase. Which is why you can’t just create a new logo or menu and expect that you have a brand. Building a strong brand is definitely not simple....in fact, it is quite REMARKABLE.

Strong brands reflect who you are, your values and your personality. A strong brand is every nuance, every impression, every experience, every feeling that finds its way onto your customer's radar screen.

For restaurants, guests can easily tell when the owners and employees are madly and deeply in love with their concept….and just easily can tell when they are not. Strong brands in the restaurant business - whether its one unit or a chain - have a immediately discernable and REMARKABLE passion...or they don't. The strong brand DNA is in every crevice, every detail, every knook and cranny of the restaurant or food and beverage operation.

Same way with tabletop manufacturers. I’ve had the great opportunity to meet and learn about a lot of tabletop brands since starting this site. I can tell you that almost immediately it's easy to tell who is passionate about their brand and who is not. It comes across in nearly everything the people say and do. And, guess what….strong brands have a passion. This passion shows in their products, literature, and everything little REMARKABLE thing they do.

Dealers and distributors, same thing. Salespeople must know what their customers are longing for…and, then, provide it. And, I’m not talking about their looking for a plate, or a flatware pattern. Yes, they need these products (and more), but dealer customers are also looking for intangible things like trust…knowledge....support….and service. Strong brands (even the brand called YOU) provide these in REMARKABLE ways.

Strong brands are true (you can’t fake your way to a strong brand) vibrant living entities. They are relevant and bring value to their customers, with a pumping pulse, that seems to draw people to them. And they are built one REMARKABLE piece after another.

So….what did you do this past week that was REMARKABLE?

From TabletopJournal.com's blog:

All this talk about branding, brand positioning....differentiation, and more sometimes can by dizzying. Especially when you say, "I'm a chef....or, I'm a salesperson....branding, marketing and all that stuff isn't really my job". Well, you may want to think again. Managing brands may not be in your job description for the company you work for, but it IS in your job description of how you manage your career and your life - the brand called YOU.

"Brand you" is the sum of your innate strengths and preferences that are locked into your genes and etched into your brain. It is the way you think and the habits you have, the way your mind processes information and the manner in which you explain your ideas. In the language of my company, it is your "thinking and behavioral attributes," how you see and interact with the world. These attributes generally do not change over time, and always can be depended upon, by you and others. - from a recent article on Inc.com

So, how do you begin a re-focus on this brand called you? A simple suggestion would be to start with designing your own calling card. You know, for this new brand called YOU.

Get that done. Get them made. And then, begin giving them out.

But wait you say! My company already has their VERY corporate-looking business cards. Not to worry, the law stating that you are limited to ONE business card per handout has been repealed. You are good to go!

Steelite: A Dinnerware Company Moving Fast Forward

Steelite......a dinnerware brand on a Formula 1 race car.

Consider the branding.........

Brands Have Voices: What's Yours Saying?

Brands have voices.

Have you thought about what YOURS is saying?

Defining Your Brand

A big part of any brand is its essence, its identity, or its DNA. So, starting the branding process with a well-thought out, well-defined brand concept is critical. We recently came across a great article on defining your brand written by David Dodson of The Cultivation Corps (www.cultivationcorps.com)

And, while David wrote this article obviously for someone considering a restaurant concept, the questions apply to anyone who is thinking of starting a brand.

Here's a excerpt from David Dodson's "Defining Your Brand in Eight Simple Steps".

Imagine that your restaurant has recently opened. You take a well-deserved break and travel across the

country to visit some old friends. On the first evening together they want to hear all about your new venture.

How would you respond to their questions? (It often helps to read the question and then close your eyes to

conjure up some images.)

• What was your inspiration for the concept?

• What kind of food do you serve? What menu items is your place known for?

• What are your most popular drinks? Are there any special drinks you are known for?

• What kinds of people frequent the restaurant? Who might I run into there?

• What is special or unique about your service?

• What are we sure to remember, and tell our friends about, the next day?

The rhetorical questions that Dodson asks are applicable to the evelopment of any brand....restaurant or otherwise. Even the brand called YOU. You can read David Dodson's entire article by going here: "Defining Your Brand in Eight Simple Steps" Or, better yet, check out The Cultivation Corps website by going here: http://cultivationcorps.com/home.html

Brand Essence: The Sum of So Many Little Pieces