spot of the sequence of connections in procession — the literal process for how guests encounter the presence of your brand. Brand presence, to our thinking, relates to “being present,” awakened and alive — vitally “on.”
THE PROCESS OF ENGAGEMENT | THE PLEDGE OF COMMITMENT
Engagement, embracement, envelopment in the brand experience is something that isn’t just inside the doors — it can begin blocks away as messaging potentials present themselves. And the etymological reference to “engage” is literally to pledge. And to that reference — what is your promise, your pledge?
Each one of these “ripples in the ring” should be considered — point: signing, point: drivethrough, point: standard, point: your front door, entry, point: merchandising, menu and window messaging and offering visualizations. All synchronous — casually observed by the guest in transition, but powerful in its holistic mechanism.
THE ENTRY SEQUENCING | THE JOURNEY BEGINS
The entry is the beginnings of the close encounter, team members come into proximity, small messaging begins to build, as well as enlarged layers of storytelling. Everything that the brand does is about telling a story — greater, or smaller, a detail in the movement of the guest into the closest proximal relationship to brand place. Everything is a story — and the question relates: “what’s your story — and how will you be telling it?”
THE INTERNAL PROCESSION | NAVIGATION
Lines happen — volume suggests action, so the play of the line and parlaying that as a decision-making process will be important. But will this sequencing be only about storytelling the product, or building the layering of the brand experience — in that storytelling. While classic fast casual strategy mostly suggests raw product portrayal, there are other potentials — history, heritage imagery, ideals and attributes, community involvement, vendors and relationships — the scene could be rife with additives. Build strategically, that sequence — think Disney, Universal Studios or other entertainments. Small, or large, the messaging can count — especially if people are waiting. Tell your story, show the betterment of what they came for, enticement shall magnetize.
THE COUNTER ENCOUNTER | LESSONS LEARNED
The propositions of face-to-face connectivity are priceless — and they can account for the win, or the loss, of the entire relationship. Anyone who’s ever had an expert experience in a restaurant, inside or out, employee or guest will know this intimately. If this could be won — and practiced happily — everyone succeeds. But that’s only part (and a very significant part) of the engagement — more messaging ensues and the dramatic, powerfully accessible, comprehensibly appetizing this process is, the better. In our experience, the notion of dramatic photography isn’t the only measure of success — fast clarity, careful messaging and explanation are just as vital.