Artisanal Branding: Could it be for you?
Each fall my grandparents would remind me that they met on the dance floor at their local grange. The refreshments were cider and donuts. On their anniversary (November 9) they would enjoy this simple annual treat and reminisce.
Though this month generally doesn’t conjure up a craving for donuts, I have to admit, they were on my mind.
This is probably why a particular article caught my eye recently while perusing my morning inbox. The feature covered the rising trend of and demand for artisanal donuts in America.
What struck me was that the word “artisanal.” It’s much fresher and inviting than the words “custom,” “crafted,” or “designer”—which seem to be feeling a bit tired as descriptors. That’s when it hit me. Perhaps those of us in business are coming to understand or are experiencing a shift towards more of just that—the need to be a bit more “artisanal” in our approach with our customers and clients. Allow me to explain.
When we can walk in to buy a donut, we select one and pay the price. We don’t haggle or question. We either want it and are willing to pay for it or we don’t. We don’t say, “If you scrape off the sprinkles, will the price go down?” Or, if you take out the filling, same? Nope, we just pick what we have the craving for and plop the money down.
It’s All About the UX (Customer Experience).
However, in an artisanal donut shop, the experience is a bit different. When you walk through that door, you know you are going to get above average donuts. These will be quality. We are excited and we have no qualms in paying for that wonderful mouthful coming our way. Not only that, we know it’s not going to be the usual offerings. They are going to be very unique, if not a bit bizarre. But then, that’s why we walked in. That is what we are looking for.
In today’s day and age, I think our businesses need to think about being a bit more like an artisanal donut shop. Offer something uncommon. Do something out of the box that surprises and delights the customer. That’s the goal. And to compete in today’s economy, it just might be the perfect treat that hits the spot.
See you next month,
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