A Lesson in Branding

People talk all the time about the importance of branding. Of having the right message for your brand, or making sure your brand is consistent. And as much as those things are important, even more so is just actually stamping your brand on your product. 

I saw the importance of this first-hand just the other day. I decided to get lunch out because I’d forgotten part of my lunch at home. I’d worked later than normal to finish a project so I didn’t feel like I had to rush when I got back to my desk. That meant I was starving when I left the office. Right across the street from my building is a farmers/food market that has food trucks. I walked over and happened to see a stand selling cakes. There was a woman making a transaction, which gave me a moment to look at the cakes, which looked super moist and tasty. I grabbed a pound cake slice wrapped in plastic, along with a bag of chocolate chip cookies for my kids, paid quickly with my credit card, and then went to the Ethiopian truck to get lunch.

When I got back to my desk, I ate my lunch, then decided to dig into the cake. It was the best cake ever. So moist, so delicious. I wanted to tell someone. I grabbed the bag they’d put my cake in. It was a brown paper bag. No label. I looked at the plastic bag the cake was wrapped in. No label. There was nothing on it but a twist tie.

The writer in me panicked slightly. Had I been poisoned by a band of serial killers who’s nefarious plot involved providing you the joy of the most heavenly tasting cake dosed with deadly venom? Now, while you instantaneously realized that was the most insane idea you’ve ever heard, it took me another 60 seconds or so to come to that conclusion.

Once I did, it occurred to me that that he place just didn’t think to brand its product. And that’s sad because the cake was delicious. I mean, heavenly good. And this is not me reminiscing wistfully. I ate half the piece of cake for lunch (and that took major willpower). When I decided to have the rest later, I told myself the cake couldn’t have been that good. Yet, when I had the rest, it went straight to the ecstasy center in my mind. It was just a wildly enjoyable experience.

And had I paid cash, I’d have no idea who made it or be sure I might ever find these vendors again. However, I didn’t pay cash. I paid with a credit card via their square app. And when I was checking my email later that day, I found a receipt from the Cowbell Kitchen, sent just about the time I went out to get lunch. I figured this had to be them. I checked out the website, and realized, yep, it’s them.

I sent them a note telling them my experience and they thanked me for my suggestion. I’m hopeful they take it up. Anyone who happens upon their tasties should know where it came from. The cookies I bought for my kids–were devoured. “Mom, these are the best cookies ever,” my daughter said. (Gee, she is my kid). 

So, definitely, if you’re selling something, stick your name on it. Yes, lots of people will know who you are. They’ll pay attention to the sign on your stand. Some of us are absent-minded and hungry and just grab and go. We need branding. Really, we need it.