Do you mind giving me a hand? I'm in Toronto this week and I need help picking a few eating and drinking spots.
I walked past all of these places (photos above) on my stroll through the neighborhood this morning. So where do you think I should go if I'm in the mood for:
A. A tofu scramble and green goddess smoothie?
B. An ice-cold local brew and juicy angus hamburger?
C. A clubby place to meet Lisa after work tonight for an overpriced cocktail?
D. An authentic Italian bakery with crusty breads and savory biscotti?
Too easy, right? That's because we intuit all of this information without even thinking, just based on the name of a restaurant and its logo.
But there's more to it than that: Successful restaurants know that they can't be all things to all people. They have to choose who they are and the menu they'll serve, even if that means turning away customers who are in the mood for other cuisine.
Unfortunately, many businesses—particularly professional service firms—don't operate on the same principle. They'd rather position themselves broadly, so they can stay open to whatever work or clients come their way.
Not so coincidentally, those are the same businesses that have a hard time picking a name or logo that means anything, because they don't stand for anything either. (Duh.)
Great marketing starts by making tough decisions not only about what you do—but, often more importantly, what you won't do.
So, what kind of restaurant are you?
(Actually, this place looks like it has my name all over it.)