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The democratisation of branding

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I’ve discovered two restaurants recently via the food delivery service Deliveroo. Giving the founder of Deliveroo a hug is on my bucket list but that is another story. The two restaurants are achieving great heights in the, erm, culinary space. One is Homeburger, the other is Bird and both are relatively close to each other on Holloway road in Islington.

Once upon a time you could look at these kinds of establishments and instantly see whether they were big chains or run independently. The logo, signage, uniforms of the staff, etc. were classic giveaways. Both Homeburger and Bird look great from a branding perspective. So it came as a surprise when I discovered that Homeburger only has one outlet and Bird has three.

Sites such as 99Designs.com, where you can crowd-source your branding material, have made it affordable to look good without paying a fortune. Remember when the 2012 Olympics folks paid £400,000 for their branding? You can get away with less these days.

But it’s not just the availability of 99Designs. It also seems like restauranteurs are becoming more brand savvy, more of them are getting their branding right. At Homeburger for example, unwrapping a burger is almost like unwrapping a new Apple product. Very slick packaging.

Better branding, along with having Deliveroo deliver to customers doors without having to employ a guy or gal on a scooter, hopefully means that the indies are will do better and better. And if this means I have more access to such wonders as Bird’s chicken burger with bacon, I’m all for it.


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