I stumbled across this article in the Boston Globe earlier this week: A breakfast place called ‘Woke’ opened in Connecticut. Controversy soon followed.
It made me sad, but it’s also a reminder of how important all the elements of branding are and the kind of impact the elements might have. Most importantly make sure to do your homework.
Summary: A local entrepreneur opened a new breakfast café for all the right reasons, but didn’t quite fully consider the restaurant name and customer perception.
First, let’s talk about all the things that are great about this new business:
Political climate aside, I personally think the name is great. It’s fun. It’s direct. It’s easy to remember. It tells you what’s happening.
The copy on the menu: '“You woke up and made the right choice.” How awesome does this feel as a hungry customer? I’ve been both congratulated for getting out of bed (no small feat for some of us night owls!) AND making good decisions. An eggcellent way to start the day, no?
Taking the leap. Already an established restaurant owner, Ms. Quiroga opened Woke because she saw need that helped the community and improved her personal life.
Second, let’s talk about what could have been done differently:
The owner of Woke did not research how the name could be misinterpreted.
Going all in super triple grande plus on the branding and messaging. With the name and copy on the menu, it’s clear the business owner had a vision. A big splash with an opening marketing investment might have set a different tone and very assertive tone for the new business.
Getting some perspective. Opening a business is full of tiny, little details that never end, especially for retail or a restaurant. When you make your development plan, build in time to stop and look around. You’ll see things you’d never notice while you are in the weeds.
Now, let’s get to why we’re all here:
Before you fill out a form, file for an LLC or S Corp or look for domains, check your Secretary of State filings to rule out company names that are already registered, similar (which might lead to brand confusion), pending or have issues.
Do the research. Really, ANY research. A quick internet search of names you are considering should uncover current trends or attitudes about that word or phrase that you might not be aware of. You’ll see if there are other companies or businesses out there that are doing something similar, even in other parts of the country. What can be even more confusing is companies that are doing something completely different. Extracurricular reading: When Your Company Name is Covid…
Talk to your ideal customer. Ask them what they think of the name of your breakfast joint, what you are serving and if they’d visit. Partner with your local economic development group and see if they’ll help you develop a survey or small focus group. I’d put 2000 xpf leftover from my recent vacation that if Ms. Quiroga had sat down with 10 people in her target audience. she would have learned about the “Woke” concept. From those who subscribe to the concept, right along with those who don’t.
Connect with a branding professional. If you don’t know the questions to ask, they do. They’ll help you work out all those dark corners of your brand and shine up the unique elements.
Want to learn more about starting a business or rebranding? Take a sec to read this and this. The Brandstalk would love to hear your opinion on this branding current event. Leave a comment below or connect with us on Facebook or Instagram. Wanna chat? Schedule a discovery meeting.
