If J. Dawg’s had begun by just offering great hot dogs, then they probably would have down alright. But they’ve done amazingly well because of the brand story that customers love, want to share and can easily share because it’s simple.
Setup inside of a small shack only large enough for a grill, toppings, a refrigerator and two employees across the street from the university campus, J. Dawg’s sells all beef and polish hot dogs. They also offer a sweet tasting secret sauce that I buy from them by the pint. There is almost no parking since the university controls all of the parking lots in the area. You usually have to park elsewhere and walk there.
So why was this little start-up featured as one of the best in the area?
Because it’s in a shack and that’s a pretty cool story that’s easy to share.
They didn’t start in a retail location with all of the normal marketing or promotions. They started in a shack, which creates loor immediately. Let me explain. People love to be able to tell a story like this:
“So you have got to try J. Dawg’s! Not only are the dogs big and delicious, but it’s just run by two people in a little hut on a street corner.”
It makes you feel like you are in the know. You are now part of a special group. And that message is so short that I can share it on Twitter, Facebook, Tumblr or in 10 seconds to a friend.
So what’s your brand story? Is it unique? Is it short and easy to share? If not, maybe it’s time to evolve.
Photo Credit: Letters From Lauren