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Your Brand is More Than A Logo and Color Palette
Brand is more than logo and color palette. It encompasses the larger brand story – how the company was formed, the founder’s personal story, and the benefits the company brings to the world. “For many young companies, brand story comes later,” explains Bruce Miller, a Design Coup principal, “but in practice, the story forms the core DNA for all marketing efforts. Brand story (think Wendy’s, Papa John’s, Chick-fil-A) is part of the corporate mythology that franchisees want to buy into.”
For Wing Zone, one of the nation’s fastest growing take-out/delivery chains, Design Coup elevated the founders’ story to a piece of legend. Hungry for an alternative to delivery pizza, University of Florida students Matt Friedman and Adam Scott started by cooking authentic Buffalo wings in their fraternity kitchen and delivering them to fellow students. The story now plays a prominent role in all their marketing efforts.
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