A brand is not always about its products, but its story. A good story forms a talking point for a brand and helps to foster closeness between a brand and its consumers. Focusing on a brand story and the experience a brand can give can help build an authentic bond with consumers, as it feels like they are growing together with the brand. Too much to handle? Simply remember that as a Malaysian food service business entrepreneur, it is always a good idea to have a brand story that your customers can relate to!
Here are some tips to point you in the right direction when you are crafting your brand story:
Every company has a vision and mission, and you can use those too in creating your brand story.
A mission is the purpose of a brand, where the basics of your direction should be; the company vision is like a promise, which the brand strives to provide and maintain. The personality of a brand is arguably the most visible part of the brand, which can be conveyed through its logo, brand colours, and founder’s persona.
Take for instance, Tiga Budak Gemok:
Purpose: Sharing the taste of 3 budak gemok’s parents ayam kicap
Promise: Shared memories, Quality & To become recognized internationally
Personality: Playful vibes from the founders for an enjoyable mealtime
People are fond of reminiscing about the good ol’ days, when nostalgia makes everything feel cozier and closer. Evoke the same feeling in consumers by leveraging history and heritage in the foundation of your brand.
OLDTOWN Kopitiam plays on the familiar vibe of local coffee shops, preserving its theme with classic furniture and local cuisine, while giving it a contemporary coat of paint with modern amenities such as an air-conditioned setting. In their brand story, they highlighted their persistence and rich heritage. Have a similar story to share about your business? Don’t skip them!
Choosing to focus on the key products of your brand can also work. Your product is the essence of your brand — why not invite your consumers to know more about them?
Simple Life promotes vegetarian diets which feature natural organic foods. At the same time, they encourage the coexistence between humans and nature through an eco-friendly lifestyle. Through this brand story, Simple Life tells people what they can expect from their brand by stating what you can do for them, as well as how your products or services can make their lives better.
As human beings, we are always more interested in listening to the inspiring, captivating stories of others. These stories, often emotional, can elevate your bond with your customers, forming a powerful connection. So, if you or your founder’s personal story can showcase your brand promise and potential, make them a big part of your brand story!
For instance, AK Noodles House shares a touching brand story of how the founder held on to the father’s philosophy towards authentic fishballs, and how he persisted even though they only had 5 tables when they started the business.
Ready to craft your compelling brand story? Don’t be afraid to share it with your friends and partners and humbly ask for their opinion!
No matter what stage you are at building your food service business, Ajinomoto FoodBiz Partner will always be with you. Signup as a member today and learn more about branding basics with us!
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