“Hole-in-the-Wall” Brand Exercise

Pic of Evan's favorite hole-in-the-wall, Di Fara Pizza in Brooklyn.

Think of a "hole in the wall" you've been to—you know, a shop or restaurant that is super simple, usually tiny, no frills, and absolutely beloved by the community and visitors from near and far.

Now imagine your business as a beloved hole-in-the-wall establishment.

WHO comes there? It's not for everyone, but those who come are regulars and they tell their friends. They're obsessed. 

WHAT is it famous for? No hole-in-the-wall is known for its vast menu of disparate offerings.

HOW does it feel to be there? What are the colors, smells, sounds, artwork, signage? How do the workers speak to the customers, and to each other?

WHY does it exist and thrive? It's never just about the soup. What is the cultural, emotional, or psychological need you are filling that turns your customers into regulars?

Your answers are the building blocks of your brand. Great branding is about authenticity, magnetism, simplicity, a sensory experience, and meaning. No frills. Creating a presence that has fans lined up around the block and lets you charge a premium. And of course, perfection in a slice of pizza (or fill in the blank). 

Want to chat about how to bring this magic to your business?