You’re Selling an Experience

When new businesses start they often check out possible spaces for fit and function. They need to consider their target market and the brand message they would like to convey. The part of town they are in and the ambience of the building all play into a customer’s experience.

They have the luxury of lighting and decor that someone running a craft stall or food truck do not have. Businesses that are mobile have to depend on other factors to set the mood.

The challenges are that often you are plunked next to or between a bunch of other businesses in the same boat. You need to use every opportunity you can to stand out and create the atmosphere and buzz a thriving business needs.

The perfect logo design can’t do that alone. It will make your business memorable and draw people in, but it’s not going to give the entire vibe you are going for on its own. It can set the tone though.

If you’ve got a logo already it means that you’ve already gone through branding strategy. You understand your brand promise and your target market. You know what your customers want and just need to put them in an atmosphere they can appreciate.

This is where signage that ties in with your logo and brand promise comes in. In my previous work with events, the challenge often was dressing up spaces where hundreds of conventions or meetings had taken place before. How do you make a communal space feel like your own space once they step in?

Consistency is your best friend. Taking into consideration a brand promise and a target message drives every decision.

Often I see upcoming food trucks treating the side of their truck like a billboard. All that is provided is a logo, name, phone number and a few social media accounts with no usernames. This is a huge missed opportunity.

When someone walks up to your food truck they are entering your space. That space needs to captivate them. There are too many people, distractions, and options not to. Vehicle wraps are generally the best way to achieve this.

When you consider your wrap, think about the mood you want people to be in while they eat. Serving tacos? Maybe you want them to feel like they are in Southern California or Mexico getting fresh fish off the Baja. The imagery you provide sets that backdrop.

There are no doors or obstacles preventing them from leaving. There is no sense of obligation once they read your menu. All you can provide is an amazing experience before they order. Use everything you’ve got.

These events are often loud, but even a tiny bit of music can trigger an emotional connection. Imagine a little bit of acoustic guitar with the soft sound of waves crashing subtly in the distance. Combine that with the smell of fried fish and the visual of red tiled roofs and sandy shores. When the sun comes out on Summer day, you’ve magically transported them.

While in the end all you are selling is food with great flavour, what’s going to make them spread the word is the experience. Over the top attention to detail astonishes us. We have to talk about it, share it, tweet it, and Instagram it.

These things don’t often come cheap, but the investment is well worth it. You’re not just selling to one person at a time, you are selling to their friends and family through them. Give them every reason to talk about you.

March 23, 2017
Posted on 
Author photo in a circle
Kyle Lincoln

Kyle is a logo crafter, avid reader, and writer. His experience expands across a wide spectrum of clients such as Nandos, Shaw Business, and Destination Canada. Growing up, it didn’t take him long to go from doodles to design. Kyle’s previous work in identities for conferences and events left him longing for something more enduring. He’s got a vested interest in helping businesses thrive and an eye for brand incongruences. In Vancouver he can be found scoping out his client’s location and/or the nearest gelateria and is always up to discuss your project or favourite flavour.

When new businesses start they often check out possible spaces for fit and function. They need to consider their target market and the brand message they would like to convey. The part of town they are in and the ambience of the building all play into a customer’s experience.

They have the luxury of lighting and decor that someone running a craft stall or food truck do not have. Businesses that are mobile have to depend on other factors to set the mood.

The challenges are that often you are plunked next to or between a bunch of other businesses in the same boat. You need to use every opportunity you can to stand out and create the atmosphere and buzz a thriving business needs.

The perfect logo design can’t do that alone. It will make your business memorable and draw people in, but it’s not going to give the entire vibe you are going for on its own. It can set the tone though.

If you’ve got a logo already it means that you’ve already gone through branding strategy. You understand your brand promise and your target market. You know what your customers want and just need to put them in an atmosphere they can appreciate.

This is where signage that ties in with your logo and brand promise comes in. In my previous work with events, the challenge often was dressing up spaces where hundreds of conventions or meetings had taken place before. How do you make a communal space feel like your own space once they step in?

Consistency is your best friend. Taking into consideration a brand promise and a target message drives every decision.

Often I see upcoming food trucks treating the side of their truck like a billboard. All that is provided is a logo, name, phone number and a few social media accounts with no usernames. This is a huge missed opportunity.

When someone walks up to your food truck they are entering your space. That space needs to captivate them. There are too many people, distractions, and options not to. Vehicle wraps are generally the best way to achieve this.

When you consider your wrap, think about the mood you want people to be in while they eat. Serving tacos? Maybe you want them to feel like they are in Southern California or Mexico getting fresh fish off the Baja. The imagery you provide sets that backdrop.

There are no doors or obstacles preventing them from leaving. There is no sense of obligation once they read your menu. All you can provide is an amazing experience before they order. Use everything you’ve got.

These events are often loud, but even a tiny bit of music can trigger an emotional connection. Imagine a little bit of acoustic guitar with the soft sound of waves crashing subtly in the distance. Combine that with the smell of fried fish and the visual of red tiled roofs and sandy shores. When the sun comes out on Summer day, you’ve magically transported them.

While in the end all you are selling is food with great flavour, what’s going to make them spread the word is the experience. Over the top attention to detail astonishes us. We have to talk about it, share it, tweet it, and Instagram it.

These things don’t often come cheap, but the investment is well worth it. You’re not just selling to one person at a time, you are selling to their friends and family through them. Give them every reason to talk about you.

March 23, 2017
Posted on 
Author photo in a circle
Kyle Lincoln

Kyle is a logo crafter, avid reader, and writer. His experience expands across a wide spectrum of clients such as Nandos, Shaw Business, and Destination Canada. Growing up, it didn’t take him long to go from doodles to design. Kyle’s previous work in identities for conferences and events left him longing for something more enduring. He’s got a vested interest in helping businesses thrive and an eye for brand incongruences. In Vancouver he can be found scoping out his client’s location and/or the nearest gelateria and is always up to discuss your project or favourite flavour.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form
<< Back to Blog