Brand Analysis: Food Services Sector Example

Coneflower

Field of coneflowers flowers

         Brand                  

                               Coneflower Café                                              Naturally Fresh Artisan Foods

Artisan foods are prepared using local fresh ingredients: meats, fruits, vegetables, herbs and spices made with family recipes, and small-batch production techniques. Foods are prepared and presented with great care and pride to create a unique memorable dining experience.

 

                                                            Brand Rationale
Coneflower Café is a perennial or evergreen name that evokes a sense of nature, fresh, beauty, heath and a local connection with a place to enjoy food and beverages. It contains two words that come pre-loaded with positive connotations.

Coneflower is a native North American perennial with daisy like flowers. Since the coneflower is native to North America, whether one is opening one café location or multiple locations in North America there is a local connection and name recognition. The human mind more easily recognizes and remembers words that are a known versus an unknown. Coneflower is a known word. This will make it easier for potential and existing customers to connect and remember the company name.

The Coneflower Café brand can tie into the all fresh, healthy and local food trends.

Nielsen’s 2015 Global Health & Wellness Survey found that 88% of those polled are willing to pay more for healthier foods. All demographics—from Generation Z to Baby Boomers–say they would pay more for healthy foods, including those that are GMO-free, have no artificial coloring/flavors and are deemed all natural.

The Coneflower Café brand can tie into the connect with nature and outdoor trends.

Coneflowers are the poster plant of native-plant gardening.* Native plants are one of the fast growing trends in gardening that people connect with. Not only is it a native plant, but is also drought-tolerant and has health benefits associated with it. In addition, it requires less water and low maintenance. A bonus is that the flowers attract butterflies, and the seeds in the dried flower heads attract songbirds. People connect with the natural beauty of flowers, butterflies and song birds.* This is just another positive connotation with the name.

Coneflower images, make it easy to attract people to the brand and remember the brand.

Coneflowers come in different varieties and colors that include: rose, purple, pink, yellow, white, and a new orange variety. Coneflowers images can be used to decorate the café be used on the company website and social media. These colorful images would attract and connect with people reinforcing positive connotations of nature, fresh, beauty and a local connection to the brand.

The café could use cut coneflowers on the table as decorations. At the opening event or customer appreciation days, coneflower seed packets or live plants could be distributed depending on the budget. The coneflower image makes a great company logo and for use on company marketing and collateral material.

Café is a recognized word that is identified with a restaurant serving light meals, coffee and other beverages along with baked goods. The human mind more easily recognizes and remembers words that are known versus an unknown. Café is a known word that will make it easier for potential and existing customers to connect and remember the company name.

Together Coneflower Café provides for an extensive marketing lexicon or language to help promote and build the brand message. By having two rich vocabulary sets, the name allows for the interweaving of messages that further support and strengthen the brand message. This name would be a solid choice for businesses in the NAICS Industry Group 581: Eating And Drinking Places.

*Note: The primary market for the Café is people who enjoy local fresh ingredients: meats, fruits, vegetables, herbs and spices made with family recipes, and small-batch production techniques. A great niche market for customers is the 117 million gardeners in the U.S. and  47 million U.S. bird watchers according to U.S. Demographic and Economic Analysis.

                        Coneflower Café:  Name Characteristics – Why this name works!
Strong Sound
Positive Connotation
Unique
Alliteration
Evergreen/Perennial
Marketing Lexicon
Multiple Messaging
Marketing Platform
Matching Domains

Brand Name Filter
Yes – Easy to Say and Pronounce
Yes – Easy to Remember
Yes – Easy to Spell
Yes – Industry Fit
Yes – Name is Web-Ready, Domain Name is Available both for .com and .net
Yes – Trademark Availability (No records found for Coneflower Cafe with USPTO)*
Yes – Available in Your State (No records found in North Carolina Department of Incorporation)*
Yes – Social Media Identity Availability (Facebook, Google Plus, Twitter and YouTube)*
Yes – Stands out from Competition in a Favorable Way
Yes – Has no Obvious Negative Connotations
Yes – Name Allows You to Add New Services or Products in the Future
Brand Name Filter Score: 11 Points out of 11 – Excellent Name
*Information is based on date of report

                                                Tagline: Naturally Fresh Artisan Foods
If your company name speaks to who you are, your tag line communicates how you do what you do. It’s a literal description, but a key differentiator that separates you from your competition.

The tagline Naturally Fresh Artisan Foods ties in with five food trends: all natural, local, fresh ingredients, family recipes, and small-batch production techniques.

Tagline Brand Filter
Yes – Easy to Say and Pronounce
Yes – Easy to Remember
Yes – Short is better. (Under 5 words)
Yes – Catchy Phrase
Yes – Industry Fit
Yes – Connect with what Customer’s Want or Enlightens People about your Business
Yes – Differentiates you from your Competition in a Favorable Way
Yes – Positive Message
Yes – Has no Negative Connotations
Yes – Tagline Allows You to Add New Services or Products in the Future
Yes – Promise Something That You Can Consistently Deliver on
Yes – Uses Different Words from Your Company Name
Tagline Filter Score: 12 Points out of 12 – Excellent Tagline

 

Logo

Coneflower Cafe Logo

Logo Brand Filter
If your company name speaks to who you are, your logo makes it easier to identify the business and what you do. Not only does it identify what you do, but is a key differentiator that separates you from your competition.

Logo Brand Filter
Yes – Attractive
Yes – Memorable
Yes – Timeless – Does not easily become dated
Yes – Stands Out – Unique
Yes – Simplicity – Clutter Free
Yes – Distincitive and Bold
Yes – Industry Fit
Yes – Easy to View or Read
Yes – Stands out from Competition in a Favorable Way
Yes – Works Well with Your Company Name
Yes – Clearly Communicates your Business Culture/Image
Yes – Looks Good in Black and White
Yes – Looks Good in Color
Yes – Looks Good in Different Sizes: Small to Large
Logo Filter Score: 13 Points out of 13 – Excellent Logo

 

Have a brand and want some professional feedback:

Brand Action Step Check MarkAction Step: Above is an example of a brand analysis service that we provide. Before launching a new brand or rebrand have an independent expert review of your brand to better insure success.                                Brand Analysis Quote

 

Brand Action Step Check MarkBuy this Brand: If you desire the Coneflower Café brand, it is available for sale $4,995. The price includes domain – Coneflower.com, domain – Coneflower.net, tagline, logo, logo layout for stationary, logo layout for business cards and brand rational listed above. Use the Brand Help Desk form to the upper right to request the brand.

Contact Brand Door

Fields marked with a * are required.