Standing out from the crowd in a tough economy
During times where money is tight and companies are looking for ways to cut back on spending-as opposed to spending a bit more to stand out from the crowd-a couple businesses have caught my eye.
After a few games of bowling for this past year’s annual Baron & Company holiday party, we grabbed some dinner at The Copper Hog here in downtown Bellingham. If you haven’t been, go. The food is great, the environment fits perfectly. And that’s what caught my attention: the owners of The Copper Hog knew what they were doing when they put together all the pieces of this establishment. The pub’s character is carried well throughout all aspects of it’s business, right down to the menu (an area where many others choose to skimp). Everything from the menu’s design to the actual paper itself is full of character. This wasn’t a mistake; The Hog took extra effort (and $) to make sure their brand wasn’t diminished by a cut corner.
Welcome to The Arctic Club Hotel
Another biz’s attention to detail caused me take notice on a recent trip to Seattle. I enjoyed a night out at The Arctic Club Hotel a couple weeks back. What began as an old turn-of-the-century club for businessman with Alaska ties and wealthy eccentrics alike is now a recently remodeled luxury hotel with rich, historic designs throughout. Everything about the hotel is first class: from the decor to the historic photos of the social club’s original members displayed throughout the hotel’s walls to the crisp letterhead found in the desk of each guest room. Even the hotel’s logo is used extremely well across all of the hotel’s print materials, supporting (never depleting) the hotel’s brand.
These two businesses caught my attention with the level of care and detail they have devoted to their brands. When most companies are doing everything they can to cut costs and gain a competitive edge during a tough economy, these two businesses have gone the opposite way, spending a bit more to tell their story. And they have stood out from the crowd.
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