Your Success is Found in Your Brand Uniqueness

by Jason Dreistadt | May 4, 2012 | Branding

Our family loves Chick-fil-A.  I mean, really loves Chick-fil-A.  I think the peanut oil runs through our veins.  When we get in the car to go anywhere, our kids  ask, “Are we going to Chick-fil-A?”  Maybe that says a little too much about our eating habits, but nonetheless, it’s a big part of our family.

One of the key distinctives about Chick-fil-A is that they are closed on Sunday.  When Truett Cathy opened his first restaurant, he made this decision so that their employees can “rest, spend time with family and friends, and worship should they choose to.” And I don’t think it’s hurt business one bit.  They’ve found success in their uniqueness.

But it’s something that has been in effect since 1946.  It’s part of the CFA culture.  And it’s a part of our family’s culture.  If our two-year old asks if we’re going to Chick-fil-A on Sunday, the other two kids (ages 5 & 8 ) automatically respond, “No, Chick-fil-A is closed on Sunday.”  It’s something that has been repeated to them consistently over the years and that brand has been established in their minds.  That uniqueness has become ingrained.

SIDE NOTE: Our five-year old’s favorite day of the week is Saturday… you see, she’s only allowed to have Pop-Tarts on weekends.  Therefore, by her logic on Saturday she can have Pop Tarts and Chick-fil-A is open, and on Sunday, she can still have Pop Tarts, but Chick-fil-A is closed. Even if we don’t go to Chick-fil-A on Saturday, she likes the day better simply because she knows it’s open. We’ve had this discussion many, many times.

Back to branding. That distinctive quality has made a difference not only within their organization, but also in how it is perceived by the public.  They have translated a core value into a measurable Branding Point.  How are you converting your core values into Branding Points?

Jason Dreistadt
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