I was planning to write about something entirely different today but got ambushed by a favorite topic—branding and small business.
As readers of this blog know, I occasionally write about businesses here in San Mateo and how they brand themselves. In particular, I’ve written about a nearby restaurant that has had several different identities in the last year, opening and closing like some exotic desert bloom.
The other day, as I was walking past, it appeared to be open—yet again—in a new guise. This time, it’s a Mexican joint, with a cheerful yellow sign (“La Cantina”) above the front door. Argh, they’ve done it again! The “Habibi’s” (Middle Eastern cuisine) sign is still on the roof of the building, the funky-looking stick-on lettering is still on the front window, and the oppressive dark blue curtains are still semi drawn. At a fast glance, the interior looks dark and uninviting, though the door is propped open. I’m willing to bet that the interior elements from “Tartousa,” the restaurant’s first incarnation, are still in place.
I’m not picking on these folks, really I’m not. Parenthetically, I’m wondering if this is one owner piloting new identities until one sticks, rather like half-cooked spaghetti thrown at a wall. Whatever the case, it’s important to tidy up the old before getting on with the new. As Michael Neuendorff of The Growth Coach points out, “I’m thinking this is one of those cases where they want to spend as little money as possible until money starts flowing in. As a Guerrilla Marketing coach I totally support using a variety of no-cost and low-cost weapons to market your business, but inconsistent branding isn’t one of the weapons I recommend.”
By the way, La Cantina is also two doors away from a well-established and popular Mexican restaurant.
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