In order to help them bring their brand to life, we started the off-site session with a visit to The Weber Grill, a theme restaurant in Chicago built around the Weber Barbecue brand. After taking it all in (including the steaks and martinis), we spent the following morning imagining a restaurant bearing their brand by answering the following questions:
- Where is the restaurant located?
- What kind of building is it in?
- Who are your best customers?
- How do they feel when they enter?
- What does the decor look like?
- Who's the executive chef?
- What does the waitstaff wear?
- What's level of service do you deliver?
- What's on the menu?
- And finally, how do they feel after they've paid their bill?
It was an interesting and enlightening process.
What happened was the team went from thinking about the brand as a few well-chosen words and pictures in a powerpoint presentation to a customer-focused business that had to actively engage people.
So even if you're not planning on opening a retail experience for your brand, it's an exercise worth exploring to help make that abstract brand statement come to life in the eyes of your team.