Creation of a New Brand (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Branding the New Pony Jo Urban Market

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed the launch of a new brand.

Joining us on the show were Matthew Gregory owner of Standard Diner and Range Café in the Albuquerque area Eric Garcia founder of EFG Creative. We talked about branding their new venture, Pony Jo coffee house and urban market, which will be located in the new Anthea corporate housing and executive suites opening in March 2015.

Eric shared that the name Pony Jo came out of a desire for nostalgia and getting a cup of joe, the slang term for a cup of coffee. Pony Jo will incorporate a redeveloped Route 66 theme. Their concept is to create a comfortable atmosphere where customers will want to congregate. Food will be homemade, locally sourced and delivered to tables.

Garcia and Gregory are in the process of identifying their target audience and beginning the development of brand positioning. They are allowing the positioning to evolve based on customer feedback and will continue to let it to grow organically. When it comes to brand personality, Garcia and Gregory want Pony Jo to be hip, comfortable, entertaining and creative; all in an unpretentious way.

One of the challenges launching a new brand and concept into the market is customer expectations not aligning with the vision and offering. Customer messaging may be required to educate consumers around what Pony Jo is all about, and perhaps more importantly, what it is not.

Garcia and Gregory shared a few tips to consider when launching a new brand. Be bold; understand your market and demographics; surround yourself with great people and back it up with quality.

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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