What is the value of a Brand to a business?

Let’s look at how it has affected one of our clients.

What a year… but how did it all begin?

“I need a logo, just as a bit of fun for our garden kitchen… is this something you can do?”

The answer as always is Yes! But what was different about this particular client?

Paul Page walked into the office dressed in shorts and Crocs with the air of a man on a mission. A fascinating character and an engaging personality told us there was more to this than a Logo. It’s a business skill to sit back and let a person talk without trying to sell them something but this has always been the Colour It In approach. We believe that solid relationships are built this way and taking the time to learn what a client needs ultimately leads to a better outcome for both parties.

Within weeks of the new logo appearing and a number of chats, it was obvious that something was brewing… “I am thinking of bringing Street Food to Ripon,” Paul said. So, on the 12th of July 2023, we started to help Paul and his partner Carol make this a reality. A vintage horse box was duly sourced and the “Garden Chef” set to work turning it into a mobile catering unit, which within a matter of weeks (after a sneaky test event) arrived in the village of Littlethorpe with a woodfired pizza oven onboard and as you can deduce it was a total sell-out night.

This literally set the wheels in motion and other towns and villages were being treated to Squid & Tonic’s iconic Street Food. New dishes were added to the menu such as the incredibly moreish Porchetta in homemade flatbreads and Noddle Bowls.

The Squid and Tonic Team worked through dark evenings, rain and freezing temperatures to bring the Street Food message to Ripon and the surrounding areas and looking at the online reviews people loved it. This hard work and constant feedback allowed Squid & Tonic to develop their food offering and a string of events were booked.

It all sounds fairly easy so far, doesn’t it?

It actually takes a lot of work to make something look effortless. Paul and Carol have the drive and aptitude to make sure they have the right people on their team. From Brand and Marketing support services to working with local food producers.

Looking at marketing first, to succeed you need to be what we call being “Front of Mind” if you have any chance of getting your message out there. Paul only had a limited marketing budget to begin with so chose to use Social Media to promote his brand and where their next location would be. But just telling people that you are going to be in their area once is no longer enough. The Social Media Channels are very busy places to promote your business so you need a strategy to make sure your message is landing in front of the right people at the right time. Working with Paul, he soon got the hang of this and even a cursory look at the Squid & Tonic Social Media Channels will highlight just how much work a business needs to do to be visible.

This visibility saw the Brand grow quickly and it also opened doors for Paul and the team to start building strategic partnerships with other food businesses and more importantly with food producers. Farm to Fork is a huge part of the Squid & Tonic ethos and it is the backbone of the development of a wider marketing strategy which brings valuable and trusted connections.

To accommodate the growth and development of the Squid & Tonic Brand, a new website was commissioned in February 2024. It was designed to add yet another level of credibility to the brand and its online footprint. A website can hold significantly more information about your business and in this case, establish a much more authoritative story about the Brand and its values. By giving potential customers as many channels to both contact and reassure them that they are about to do business with the right people is vital.

This extra exposure has led to a number of outdoor events being catered for and in June 2024 Squid and Tonic took the keys for their new home in Ripon Spa Gardens and Café in the Park by Squid & Tonic was launched. This new venture in partnership with business development specialists now forms a part of Ripon’s vibrant food scene.

12 months from the germ of an idea to a fully-fledged business is truly remarkable and Brand has been central to this. Colour It In is proud to be part of the Squid & Tonic Team.

So, is investing in a Brand for your business worth it?

In answering that question, we look again at Squid & Tonic to see what they have done to extract every penny out of their investment and add value to their business.

Squid & Tonic is a perfect example of what can be achieved when you use your Brand to help build a business. They have pushed their brand to underline the quality of their business.

Take the use of branding greaseproof paper. This is usually the domain of bigger brands, but Colour It In can design and source products like this in small enough quantities to make it work for our clients.

Photographing their food on branded greaseproof paper makes every Social Media post pop… well the exquisite food may have something to do with it too! But seriously it means every food image they post is on brand.

From their desire to be part of a local food movement to the way they present their food, Squid & Tonic is a quality business, underpinned by a brand which they and their suppliers get behind.

This also reflects on their team. They all wear their branded uniforms which helps develop a sense of belonging and build a strong team. A well-supported team will deliver a far higher level of service which is evident if you have ever been lucky enough to have been served by them.

Squid & Tonic continues to grow its brand and actively collaborates with other local indies. To Paul and the Squid & Tonic team quality is everything and brand is at the heart of the business.

In Paul’s own words “Cheers guys, thanks for all your help”.

What about your Business?

Here are some insights to show you where Brand can add value to everything you do.

Differentiation

Stand Out in the Market: A strong brand helps a small business differentiate itself from competitors, especially in crowded markets. It conveys what is unique about the business, whether it’s the quality of products, the customer service, or the business values.

Customer Recognition and Loyalty

Build Recognition: A recognisable brand creates an association in the customer’s mind, making it easier for customers to remember and choose the business over others.
Foster Loyalty: A well-developed brand can build trust and emotional connections with customers, leading to repeat business and customer loyalty. Loyal customers are more likely to recommend the brand to others, increasing word-of-mouth referrals.

Perceived Value

Premium Pricing: A strong brand often allows a small business to charge premium prices. Customers perceive branded products or services as higher quality, justifying a higher price point.
Perception of Quality: Even if a small business offers similar products to its competitors, a strong brand can create a perception of higher quality or value.

Marketing Efficiency

More Effective Marketing: A cohesive brand identity makes marketing efforts more effective. Customers are more likely to engage with a brand they recognize, making advertising and promotions more efficient and impactful.
Consistency Across Channels: A strong brand ensures consistency across different marketing channels (online, offline, social media, etc.), which reinforces the business’s message and increases its credibility.

Trust and Credibility

Build Trust: A brand that consistently delivers on its promises builds trust with customers. Trust is crucial for small businesses, especially when competing against larger, more established companies.
Establish Credibility: A professional brand image can make a small business appear larger and more established than it is, helping it to compete with bigger players in the market.

Emotional Connection

Connect Emotionally: Brands often evoke emotions, which can lead to a deeper connection with customers. For small businesses, this emotional connection can turn casual customers into passionate brand advocates.

Business Value and Equity

Increase Business Value: A strong brand contributes to the overall value of the business, making it more attractive to investors or potential buyers. This brand equity can be a significant asset, especially in the long term.
Sustainable Growth: A strong brand can provide a foundation for sustainable growth, allowing the business to expand into new markets or product lines more easily.

Resilience in Tough Times

Weather Economic Downturns: A trusted brand can help a small business remain resilient during economic downturns. Customers are more likely to stick with a brand they trust, even when times are tough.

In summary, a strong brand is a critical asset for a small business. It enhances customer loyalty, allows for premium pricing, improves marketing effectiveness, and builds trust and credibility, all of which contribute to long-term business success.

If your business needs to discuss Branding and what it can do for you, speak to us today on 01765 570073. Or talk to one of our clients and find out why they use Colour It In.

Client Case Study: SQUID & TONIC