Moving From Brand Dilution To Solution
A surprise invitation came our way to enjoy a food and wine pairing demonstrated by a high-end Italian Restaurant nearby. No cost associated; just come enjoy a fine dining sample and meet your neighbors. The invitation sounded perfect, and so we accepted.
From a business perspective, the event provided an excellent example of what to avoid and what to do well.
The Sommelier host was friendly, and as each person walked in, he poured a sample for them to taste the wine being spotlighted. He was knowledgeable too but did not overspeak the qualities of the wine. He kept it simple, which is essential for the general population regarding future sales.
Meanwhile, the two chefs were smiling throughout the event, invited questions, and explained each step of having developed their recipes. They cleverly said the food would take almost an hour to bake but then opened the oven to serve tastes of what had already been prepared ahead of time.
That was the good news. Brand dilution came into play because the Italian Chefs focused on creating a Thanksgiving meal. We were served two types of stuffing/dressing, turkey with gravy and cranberry relish. While it was a treat at the event, it was shocking to see the number of heavy ingredients comprising the dishes. But even worse, the food wasn’t all that tasty. Members of our own family cook better than that.
After it was all over, I shook my head, wondering what the Restaurant was thinking. Doubt crept into our minds as to whether or not we would chance to visit the pricey restaurant to taste the Italian food, given we were under-impressed with the traditional American cuisine.
Had the chefs focused on their traditional Italian food, they would have had a better chance of making a good impression. Since Italian is their specialty, they would have won over more visitors and repeat customers. But hearing the mumbling on the way out, the demonstration was not a good reflection on their brand.
The lesson we can all learn is when we reach out to introduce ourselves or assist communities, we do so with our core inherent talent.
By focusing on your core talent, others will appreciate your excellent craft. You will continue to market and develop your personal and business brand creating further interest from new prospective clientele. Job seekers, when hiring managers and recruiters see you working in this manner, a surprise offer to interview may very well come your way.
Having a regimen for keeping your brand intact leads to the Smooth Sale!
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