In 2022, it’s hard to cut through and make a name for yourself in this busy world. It has been a loud environment, full of brands pitching their post-COVID offerings.
Consumers have been overloaded with choices and businesses have been forced to step up their game if they want to survive in the overcrowded markets.
Growing a cult following has helped many brands skyrocket within their first few years of operation. But how do we re-create that and turn it into a recipe for success? Most importantly, how do you stay true and authentic during a period of rapid scale?
Branding and marketing are two of the most important pillars when a business wants to scale rapidly – and they go hand in hand. So, I guess the proof is in the pudding when we say it all comes down to the messages you are relaying to your customers each and every day.
“Some would call it luck, but we call it having a clear sense of identity.”
From day one at Mr Potato, we got really clear with our mission, visions and values for our brand. Not only did we want to make a positive impact and change the way the world views fast food, but also we wanted to instil those core values throughout the entirety of the brand, so that our entire company lived and breathed them, and every decision we made for Mr Potato was based around them.
We’ve had the same UberEats customers order from us over 200 times, we’ve had high-profile influencers with over a million followers stumble across our brand and continuously share it to their followers without payment or the return of free product. We’ve had our story picked up by leading media outlets and shared across the country, and have received thousands of five-star reviews across our platforms. We constantly get messages from customers telling us how much they love not only our product, but our brand as a whole. We’re creating loyal advocates for the company. Some would call it luck, but we call it having a clear sense of identity.
To do this, we got really clear on who our customers were, who we wanted them to be and what we could provide to help them reach their own goals. Because that’s what we set out to do – have a positive impact on all of those around us, whether it be our team members, franchisees or customers. When people walk through the doors at Mr Potato or find us online, they can feel as though they are a part of something bigger.
If you want to replicate the same success in your business, I would recommend making your brand’s message crystal clear. Discover your ‘why’ and then draft up your mission, vision and values. This will be your company’s bible during rapid expansion, helping your team stay grounded and connected to the true nature of the business. Only once you’ve done this can you start to plan and execute a well-conceived brand strategy and the marketing plan that will have the most impact.
Challenging times will come and go but hard work will create success that lasts forever. You already have a successful business, enjoy the process, it’s fun and exciting. Just remember to stay true to your brand’s core values – it’s the recipe for success.
This article first appeared in issue 37 of the Inside Small Business quarterly magazine
