Observing a brand story, positioning and key messages in action

Here is a walk-through of how a brand story, positioning statement and key messages are amplified in a media article.

In a previous article, we explained the differences between brand assets – a brand story, positioning statement and key message – in order to help brands understand usage and to aid in resource planning.

To recap, a brand story is “…a story created by your brand to describe what your brand does, who your brand sells to, and a key emotion you want this audience to feel when they interact with your brand.”

A positioning statement is “…is a description of the uniqueness or key differentiator of your product or service as well as which customer it serves best.”

And a key message is a “…precise summation of what you do, how you are different and the value to the pre-defined target audience.”

A good application of these brand assets can convince customers that are new to your brand try your product or service, and that can result in the gain of a new customer.

Observing the brand assets in action with No Signboard Seafood

A recent article about No Signboard Seafood provides us with the opportunity to observe how a well-constructed set of brand assets can help explain and amplify a customer’s understanding of the brand.

The article begins by sharing about the founding of No Signboard Seafood and also brings in the family member (the grandson) responsible for growing the brand to its current stage.

In the 1970s, a woman opens a humble stall selling seafood dishes to make ends meet. Decades later, her grandson makes a bold move, borrowing S$300,000 from a friend to transform the family hawker stall into a bustling restaurant, and eventually, a listed company.

Success stories like these, however, are often paved with challenges. Between its lines are years of physical toil, frayed nerves and obstacles to overcome. Keeping up with the ever-changing times is a hurdle all unto itself, but No Signboard Seafood has rolled ably with the punches.

An origin brand story helps customers relate to the founding as well as the struggle and challenges the grandson took on in order to grow the business. The mention of time and how the restaurant remains viable is a credibility builder and can tear down any pre-conceived notions that the quality of the customer experience (e.g. food offerings, quality of food, customer service, etc) is not up to scratch.

To cope with the downturn, the company has had to manage its cost structure and operational efficiency by reducing its staff strength, closing its Clarke Quay outlet and shuttering its outpost in Shanghai. “We have to preserve cash so that when things turn around, we will have the ability to move forward.

A brand story is not static. It continues to evolve as the company goes through different milestones; celebrating both achievements and showcasing challenges. Customers get to sympathise and also root for the hero (in this story, the owner of the restaurant group) as he go through trials and tribulations set upon him by a capricious environment.

Today, No Signboard Seafood operates a chain of restaurants and various F&B brands and concepts that include Little Sheep Hotpot, Mom’s Touch Korean Chicken & Burger, and a beer brand for Draft Denmark in Singapore. In November 2017, the company was listed on the Catalist Board of the Singapore Exchange Securities Trading Limited.

When the brand story has been explored and explained, the next step is to start positioning the brand. This is simply done by factually sharing highly significant achievements by the brand. By telling customers about the brand owning multiple brands, the achievement of running a business is multiplied by doing it well many times over. Getting listed is also a ‘destination’ for many businesses, as a signifier of success. This positioning point adds to the brand’s reputation and credibility.

No Signboard Seafood continues to operate from the legacy that Lim’s late grandmother created. At its heart, it is about sharing meals with family and harking back to a simpler time when important bonds were formed around the dinner table. That, and the crab dishes that are synonymous with its name. “No matter what, our white pepper crab and chilli crab will always be on the menu. Without them, we cannot stay true to the brand no matter how we change or grow.

A positioning statement can also be about sharing values and differentiators to solidify a customer’s context and perspective about the brand. Here, in a single paragraph, the brand gets to stand for family and the associated nostalgia around dining together. They also get to explain what their key product (i.e. crab dishes) is, and a brand promise to always have that on offer.

Lim’s mother and uncle still serve as the guardians of the family’s treasured recipes and ensure the quality of the food and ingredients that the restaurants serve.

Enter the key messages. These messages expand on the positioning that was established and help customers understand that the authenticity of taste is a critical factor to the brand, and there are reputable guardians (that are not the owner) looking after their customer’s interests.

It’s difficult to predict what’s going to happen next,” he said, “but our strategy is to lay firmer roots in Singapore and expand our business within our shores before we head overseas again when this situation settles down.

As a parting key message, this helps the brand explain future growth in a way that provides them with the most flexibility to react to the environment. It reassures the customer base that the brand will remain and focused on its “homebase”; while keeping the door open for the brand to explore overseas if it has to do so.

Investing in proper brand assets is good insurance

As shared earlier, good use of brand assets can help a brand gain new customers. More than acquisition, it is also defensive helping brands keep customers. If a brand has a good story, and takes the effort to share it with customers, customers become more engaged. If they are more engaged, it takes more influence to convince them to head elsewhere for the same offering.

What better insurance to have when assets can play both offense and defence?