How to Create a Brand Philosophy That Everyone Believes In

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How to Create a Brand Philosophy That Everyone Believes In

By Dave Ragosa | Edited by Micah Zimmerman | Entrepreneur Magazine | September 26, 2024

Extractive Summary of the Article | Listen

According to the author, the day after they finished training their staff for the new Ford’s Garage in Gainesville, Florida, a family appeared at the door. They thought we were open because they saw the team in the dining room. We could have told them to come back when the restaurant opened to the public, but instead, we invited them in, and they had a fantastic dining experience. That was in 2022, and they still come in as frequent guests.

That’s just a great story of hospitality. It’s one of the “seven commitments” from their brand philosophy that their Gainesville team beautifully brought to life. By living their vision, they created guests for life, which shows the importance of getting your team on board with your brand philosophy.

A company’s brand philosophy is often called the North Star, after an old-age technique used by early navigators traveling at sea. Like the ancient mariners who first steered their ships by it, you can help your team find their way with a well-thought-out vision that’s communicated to everyone and reinforced every day. It has to be something real, not just a poster on the wall in the break room, and it has to come to life through sharing stories like the Gainesville example.

Their brand’s concept has always been about hospitality and fun. The restaurant was created to evoke a classic American service station, from the Ford Motor Company-inspired logo to the décor and menu; what’s NOT fun about that?  Their goal was to personalize it for their unique vision, so they updated their brand philosophy to what they call “1-4-7”: one vision to “drive a unique dining experience,” four principles (people, products, performance and package, meaning the vibe and spirit), and seven commitments (integrity, quality, hospitality, excellence, teamwork, community and fun).

Now, in every decision they make, whether regarding building design or marketing imagery, they pull out the guide and ask if the new project measures up. Everything they do is put through the brand philosophy funnel.

Coming up with a brand philosophy doesn’t end when you’ve hammered it out and put it in writing. You have to coach your team so they put the ideas to work every day. It’s a constant process. You have to talk about it all the time, work it into team-building exercises, and measure new initiatives against it to make sure you stay aligned.

No matter what industry you work in, a great way to start each morning is to gather your team together as a group.

A brand philosophy must be something the whole team can support. It isn’t directed at guests, but if your team is living it, your guests will feel it in the way they’re treated when they walk through your door. You’ll feel it when they come back to get that positive experience again and again.

2 key takeaways from the article

1. A company’s brand philosophy is often called the North Star, after an old-age technique used by early navigators traveling at sea. Like the ancient mariners who first steered their ships by it, you can help your team find their way with a well-thought-out vision that’s communicated to everyone and reinforced every day. It has to be something real, not just a poster on the wall in the break room, and it has to come to life through sharing stories
2. A restaurant owner shared his experience of who their brand’s concept has always been about hospitality and fun. His restaurant was created to evoke a classic American service station, from the Ford Motor Company-inspired logo to the décor and menu; what’s NOT fun about that?  His goal was to personalize it for his unique vision, so he updated his brand philosophy to what he calls “1-4-7”: one vision to “drive a unique dining experience,” four principles (people, products, performance and package, meaning the vibe and spirit), and seven commitments (integrity, quality, hospitality, excellence, teamwork, community and fun).

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Topics:  Entrepreneurship, Startups, Brand Philosophy, Services, Hospitality