The wait is long, the portions are big and they’re always packed. What am I talking about? The Cheesecake Factory. Being from Boston I had four within a reasonable distance, but here in Charlotte there’s only one. That actually works in their favor as you’ll read in a moment. However, I’m sure you’d all agree no matter which one you’ve gone to the experience is exactly the same. I was there recently for dessert (we wanted dinner, but hangry people can’t wait 90 minutes when there’s not a Snickers around). After dinner elsewhere we came back for dessert (don’t judge me).
Yet, it was the same great experience I’ve come to expect. Notice that statement, “I’ve come to expect.” If you want your business to grow those are the same words that should come out of every client’s mouth. How can it? Well, let’s take a moment to dissect a few keys to the brand’s success that you can easily adopt in your business to transform it into an amazing brand for 2020.
Brand Growth Key #1–Culture
Gary V. said it best, culture trumps strategy. A high performer that doesn’t encompass the brand’s values will kill your business. Staff at Cheesecake are trained on the brand and systems before ever hitting the floor. I know because years ago I applied at Cheesecake and couldn’t get hired until the next training class, which was only once a month. It’s that training that led to the second key.
Brand Growth Key #2—Systems
My brand survived out-of-state relocation without losing business for the same reason. Having systems allows you to give the same experience every time. All issues with clients mainly come when there’s a break in the system, which is why I’m so stringent about adhering to them. Cheesecake holds classes on the system and so every staff runs it like it’s second nature. Having those two in place gives you the freedom for the third key.
Brand Growth Key #3—Exclusivity
You can’t be everything to everyone even if you actually can serve them. People have to feel that they can’t get what you have anywhere else or why use you at all? Cheesecake’s are only in certain areas because the experience they give resonates with the target customer that lives in that area. That’s why they’re always so packed. They intentionally limit themselves to convey brand exclusivity and it works. At 9PM that Cheesecake was still packed.
If you implement these principles in your business for the upcoming year you’ll position yourself for explosive growth in the future. Until next time I wish you much success transforming your business into an amazing brand.
George Paul III is a branding expert and award-winning designer. He’s the Founder of Seize the Brand, an education platform designed to empower business owners by leveraging the power of branding to realize business and life goals.