Building a brand to stand out from the crowd takes a real commitment from a business leader or manager with both the vision to see the value of building a brand and the tenacity to instill it throughout every fibre of the company.
Too often, as an agency, we are called on to redesign a brand to a stipulated brief that asks us to evaluate an existing logo. The normal driver for this is perhaps that the brand looks tired or, over-time has become disjointed.
In this era a brand has to encompass far more than just a logo, and how it looks across various media. One must consider how the brand will communicate and interact.
To this end I hold up Graze as lesson to us all. Since I was first told about them (thanks to @simonsurtees) I was impressed; a visit to their website had me hooked - I ordered on my first visit. The order process was a pleasure; I actually got better informed and more excited as I went through the process.
The follow-up e-mail was just great; the tone of voice was friendly, informative and caring. The day before my first food parcel (ed - box) was to arrive I got an e-mail letting me know it was on its way and what was in it. Thursday arrived and this wonderful little box appeared, opened up three trays were neatly displayed with fresh cut pineapple, apple strudel, and black pepper cashews. It tasted as good as its presentation suggested. With little wastage in packaging there was one insert - letting me know exactly what was in the box - oh and some personalized coupons offering friends a box for £1.
Currently I have left my order open so that I get one box a week and the nuts and seeds always get shared out. Should I be out the office when a box arrives @twittlelegs normally swipes them! Although @dereckjohnson likes to nibble the nuts!
What happens next is a really nice 'feed a friend' promotion offering anyone I care to share with - a FREE box and even a second box for half price. Even the URL has been thought out http://www.graze.com/feedyourfriends - nice!
So if you fancy trying the product and experiencing the brand please get your first box free by clicking here http://www.graze.com/p/BDM75M9 (if you are prompted to add the voucher code its BDM75M9).
Now if you do I will be given the option to get £1 off a future box or donate it to the Rainforest Alliance (which I will do).
If this post has one point its this - I have taken personal time out (which is very sparse) to tell you about Graze. Neither I or my agency has any association with Graze. What they have done IMHO is create an amazing brand that I for one want to talk about. Compelling isn't it.
Enjoy your box and please let me know by commenting below what you thought.
Best
Myles Davidson
(some people have decided to follow me on Twitter - god bless them - you can too ----> http://www.twitter.com/mylesdavidson or simply @mylesdavidson)
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