Lets talk Brand
Spur is one of the South Africa’s most iconic brands, ever asked yourself why?
Brand Identity
Brand Identity is the visual and verbal elements that represent a company’s ideas. Having an identity allows customers to distinguish your business from that of the competitor. Brand Identity encompasses customers perceptions and adds the element of building a trusting relationship between customers and a brand (What is Brand Identity, 2022)
Looking at the Brand Identity of Spur. First thoughts that come to mind is the tribal appearance of the chief as their mascot. This form of branding is unique as people identify the mascot to the brand. Secondly, Spur being popularly known for their steaks and being a family oriented restaurant, Followed by the slogan, ‘People with a taste for life’. Let us know three things that come to mind for you, see below.
Understanding the visual and verbal elements to Spurs Brand, allows us to see how long lasting brands keep their place in society. What makes the visual and verbal element you may ask? I would simply say, the impression you receive when you encounter the brand. Visual elements that are persistent in Spur are the walm welcome you receive by the staff as you enter, the coordination in attire that the staff are dressed. In elaboration, the waiters, mangers, chefs, and those who look after the children in the gaming room, all have their own attire that contribute to the brands visual appearance. Furthermore looking into the décor and look of spur following the tribal feel. These are a few visual elements that come to play. The verbal Elements being the mood and vibe when customers enter the restaurant as well as the employees that carry their actions in a cheerful spirt which link to the mascot being part of the brand symbols Spur utilizes, all these contribute to the Brand Tone and Symbol that Spur carries.
Brand Story, Spur has been around since 1967 ( Spur Steak Ranches | South Africa, 2022) their existence carries history that they share. Being a family oriented restaurant and popularly know for their steaks these attributes allow for great advertising as this sets them apart from other restaurants. A brands story contributes to the brand identity as people build a perception about a brand. Take a look at this video showcasing a walk through of one of Spurs restaurants https://youtu.be/ShZhA0EXbm4 let us know of your thoughts in the comment section.
The perception you have of a brand forms their identity. Brands like Spur understand the importance of the customer having the voice. The trick is to curate what the customer thinks. Spur goes further in implanting its brand in society, through sponsoring school sport championships as well as national sporting events. This tactic allows people to resonate with Spur, being viewed as a present brand that meets the demands of the situation. This marketing tool allows for Spur to connect with people beyond the restaurant setting, showing people that the brand is accommodative and no matter where situated, they will deliver the same great taste. This formed perception grows on people and places the brand on a higher pedestal.
Spur overall has a remarkable Brand Identity. Perhaps time is on their side being around for a while however beyond that, the brand manages to sustain the evolving world and adapting to the new norms life accepts.
Bibliography
Spur Family Restaurant. 2022. About Us | Family Friendly Restaurant | Spur Steak Ranches | South Africa. [online] Available at: <https://www.spursteakranches.com/za/our-story> [Accessed 29 March 2022].
2022. https://youtu.be/ShZhA0EXbm4. .
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