Last time I talked about how easy it is to break your brand (and how some people can take it personally). I’ve since reattached my head (more or less), and thought it might be fun to have a look at a brand for a bricks-and-mortar business. Since we’re scattered all over creation, we can’t climb on a tour bus, so we’ll go on a virtual field trip instead.
We’re going to Cora’s to study how the restaurant is branded. For our purposes, we’ll think about a brand as the total experience a customer has with a business, product or service. Some of you may have been to Cora’s, but most of you will likely have to rely on what you find online. This will be a very valuable exercise for your own business.
To start, visit Cora’s home page. Without overanalyzing, what’s your first impression? Jot it down, or just think about it.
Next, find out about Cora’s Delightful Tale. See if the history of the business and the way it’s presented fits with your first impression. Have a look at the story of some of the menu items.
Once you’ve gotten a general sense of the business, play around on the site. Think about how easy it is to navigate, and take note if you have any trouble finding your way around. Really think about your gut reactions or emotional responses. Does it make you want to eat there? If you’ve been there before, does the website fit with your experience of the place?
Based on what you learn on the site, try to imagine what it would be like to visit. Write a short description of the restaurant. Pretend you’re submitting it to a restaurant or tourism guide, or for a good writing challenge, see how concise you can be in 140 characters.
I’ve eaten at Cora’s (I think the staff are starting to recognize me and the spousal equivalent), so next time I’ll tell you what I’ve experienced and we can compare notes.
What do you think about case studies? Good? Bad? Ugly? Too much like work? A good way to learn without a textbook?
Possibly related posts:
Well…. I like Cora’s “story”. It’s interesting, touching without being sentimental, and a good example of the “hard work” ethic.
But…… it’s the graphics that bother me. No, I don’t think the food looks very good here. In fact. it turns me off. The cartoonish drawings don’t do ANY kind of food the justice it deserves, and I have a feeling this is probably very good food!
The site seems geared to children!
However, it IS an easy site to navigate. Lots of choices, but they are clear and pop right out.
Sorry, but I don’t think I would go here, based on the website….
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Stacey Cornelius Reply:
November 23rd, 2009 at 11:25 pm
Glad you came along for the field trip, Libby. Stay tuned for inside scoop.
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Yes, Cora’s story was the best part. But then the exclamation points, the mock-sophistication of “chez” (oops, this is Quebec), and the gaudy colors don’t jive with food. It’s as if they can’t figure out whether to glorify Cora’s quirky, sunny, elbow-grease ethic or focus on her product, the food.
The two ideas are disjointed.
Plus to the foundation. Minus to the franchise?
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Stacey Cornelius Reply:
November 24th, 2009 at 5:44 pm
No mock sophistication – Cora’s originated in Quebec, and the “original” language is French. If you hit the home page, you get a choice between French and English -and French is first.
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