20 min read
Interm.

This is a notoriously hard part of your business to get right, it’s incredibly personal and visible, and worst of all everyone has an opinion on it.

INTRO

This is a notoriously hard part of your business to get right, it’s incredibly personal and visible, and worst of all everyone has an opinion on it.

If you have a strong enough brand, it’ll open doors and get you noticed. Too strong a brand it could overshadow you as an owner and come off as inauthentic. Getting the balance right is tricky but as long as you go slow then you’ll be fine.

Typical brand items include:
  • Logo
  • Typeface / Colour Palette
  • Stall / Van Design
  • Packaging
  • Website
  • Business Cards
  • Uniforms

DO I NEED TO GET A DESIGNER?

Around 80% of our traders had a designer at the start, typically this costs between £0 – £2000 depending on what you want them to do. The route that a lot of traders choose is speak to a friend that is reasonably creative and ask them to do you a favour, this means either free or cut price, some have even given equity in the business as compensation.

What does £2000 get you? A designer that genuinely engages with the brief that you’ve given them, analyses the competition, and tries to come up with a brand that suits you, your business and the stage you’re at.

HOW TO WRITE A BRIEF

  • Write an overview of you and your business
    • Summarise what your business is
    • What makes your business different
    • What’s the name of your business
  • Vision
    • Where do you want your business to go?
    • What do you want your business to be known for?
  • Target audience, customers
    • Who, age, sex, location, who will you be trading with?
    • What are your values?
    • What are your strong beliefs / values?
  • Can you sum up your attitude in a sentence / paragraph?
    • Budget and timescale
    • Be honest but realistic
    • You won’t get something designed quickly and well without paying for it.
  • Provide a limited amount of design examples
    • If you have any ideas for colour / style / tone etc
    • Which other companies do you admire and why?
    • Pinterest is a useful tool to create a mood board of what you like

GROWING YOUR BRAND WITH YOUR BUSINESS

Your exact branding that you start with is unlikely to be the same as your business grows, for example, what your stall looked like in the first month is not the look that perhaps your van or even your first bricks and mortar will look like. Brands develop over time, and you pick and choose elements that work.

Bleecker St. Burger – 2012 – 2014. London’s best burger van. Trading at KERB, Street Feast & festivals. Headed up by Zan Kaufman.

Bleecker St. – 2014 – 2017. Under the Hungerford Bridge on the Southbank. There is a shipping container that originally said Bleecker St., removing Burger for the first time.

Bleecker – 2017 – NOW. Bleecker’s first sit down restaurant opened in 2017. Bold, confident signage, they have a big enough reputation that people seek them out. Almost Apple-like with a simple symbol of a burger.

LIVE & BREATHE YOUR BRAND

You’re the biggest promoter of your business. If you’re not repping t-shirts you’ve designed, then why haven’t you made one that you will wear. Street food is as much about the food as it is about the story, people want to meet the people making the food. The people who’ve quit their jobs to start out on their own. Think of all the people who sit at their desk dreaming of starting their own thing and getting out of their boring day job. They want to see that it’s possible, and that you enjoy it!

ADVERTISEMENT