CHICK FIL A - HOW BRANDS ARE BUILT ON DETAILS
When building a business in a traditionally saturated market one of the only ways to break through the noise and set yourself apart from competitors is to differentiate. The more crowded the market gets there are increasingly limited areas that exist to do things differently and make your mark. However, some companies use this as an opportunity to build incredibly detailed oriented brands which prove in order to successfully position yourself in a competitive market, sometimes you need to step away from the bigger picture and perfect the minutiae.
When it comes to the USA it is difficult to picture a more crowded market than that of the fast-food chain. An industry which is expected to exceed $223 billion in 2020, fast food is both literally and figuratively at the heart of America and it's culture. So how do you stake your claim in this beloved and crowded industry? The answer for Chick Fil A was in aligning their brand with the traditional Christian values. However, just translating this into marketing communications wouldn't be enough. Chick Fil A identified the need to incorporate these values into the smallest details of their operations.
When it comes to fast food service Chick Fil A are unparalleled, they are notorious for their extremely polite and helpful service workers. Chick Fil A invest more in training their service workers in order to ensure that they have the highest service standards out of any fast-food chain. This pays off as they frequently rank number one in customer service polls. However it's not good enough for Chick Fil A to simply tell staff to be extra kind to customers, they have to invest more in their staff in return. For their exceptional standards over 45,000 staff have received scholarships for higher education. For their service to distinguish them from competitors Chick Fil A had to ensure their core values ran through even the smallest details of their brand and are consistent from the restaurant floors to their back office.
To see Chick Fil A's emphasis on the minor details, you need to look no further than their recent marketing campaigns geared towards identifying the smallest acts of kindness, from their staff and magnifying it for a national audience.
Chick Fil A are so committed to the core values of their brand they go against fast food norms and close all their franchises on Sundays. This shows solidarity with their Christian demographic and invites their staff and customers to rest and worship if they so choose. It is not uncommon for American brands to align themselves with Christian values but seldom do firms risk potentially hurting their bottom line for the sake of demonstrating their commitment to their beliefs.
Chick Fil A also operate a reward points system for loyal customers. This is another minor detail that distinguishes their buying process bringing their distinct emphasis on kindness and generosity to the forefront of consumers minds.
Perfecting the details means taking the same care and attention to all points of contact a company has with the outside world. A quick look at Chick Fil A's social media sites and you will be blasted with the same wholesome and heartwarming attitude that you will encounter in stores. Their posts and their likes all work in tandem to support the brands unique selling point in its wholesome image. Whether it's through American soldiers posting Chick Fil A gifts they have received overseas or cute photos of dogs modelling their products. Chick Fil A has again taken the smallest detail that separates their brand from their competitors and blown it up exponentially into the public eye. Each point of communication Chick-Fil-A uses is perfectly designed to appeal to the interests of their primarily red state audience.
Each of these categories is, in turn, comprised of many little aspects that can all be attended to in the effort to co-ordinate a coherent and focused image of your business – in effect, working to create perceptions of your brand among your customer base.
Every element of your business matters, and focusing on the minute details of how you run it is instrumental to your branding efforts.
Chick Fil A shows us that it is important to take time away from strategies and the bigger picture of building your brand. Instead, concentrate on the details that make up every aspect of the business you run. In branding, it is often the smallest details that are the most important. Look for ways to improve every detail; there are opportunities everywhere.
Service Details Process Details
Brands are built on details.
About the author: Vincent Bissette is the Creative & Managing Director of Propel Marketing & Design, as well as acting as a Brand Advisor at various client companies. For over 30 years Vincent has been helping local and national companies across the UK achieve greater commercial success while minimising the cost of doing it. Vincent has been at the heart of design and marketing in Glasgow for 30 years and. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. Now based in Hamilton, South Lanarkshire with Propel Marketing and Design he looks to continue to transform the fortunes of businesses through modern professional branding.
Get in touch with him on Linkedin here