Two Takes On Brand Promise

On vacation, I was struck by these two very different brand promises for two successful restaurants.  Like any brand, the promise goes deeper than any visual signage, but also takes in the product, touches and surround…the first impression of the exterior, the number of participants, the location etc. For example, one restaurant was in the heart of ‘fried clam country’ (Ipswich and Essex MA) and the other was in a fishing port (Salem MA),  further contributing to the believability of their brand promises.

We ate at the Clam Box, and I can understand how it’s been in business since 1935…awesome ‘chowda’ and fried claims-not to mention efficient and friendly service- And with an exterior that looks like a ‘clam box’,  I dare say that it differentiates itself among the many fried clam restaurants in the area…

We didn’t get to eat at the Lobster Shanty, but we wanted to with a promise of ‘cold’ beer, ‘great’ food and ‘friendly’ people…and of course it was jammed…

How strong is your brand promise? Is it differentiated? Does it come to life with each touch?