Friday, March 20, 2015

What's Special About a Doughnut?

“Ohhhhhh”, exclaims Homer Simpson simply at the sight of the fried dough seen on every street corner in America. So what makes donuts different? You probably don’t go to a specific donut shop…you just go to the closest one because they’re all the same. Right? Might have different sugar or decoration or be cake or “regular”…but your choices are pretty much the same no matter where you go.

Enter Voodoo Doughnut. Branded with old wood and bricks, a guy with a funny hat and a scary face, and a tagline that stages “The magic is in the hole”. The entire website is funky, freaky and oddly fun. Even the “about” section is written and presented like the brand is from some crazy warehouse in Portland. Oh wait…it is.

At Voodoo Doughnut, you  can get married. Yep….legally. On a recent trip to Voodoo Doughnut in Portland at 10:00PM at night…there was a LINE AROUND THE BUILDING.  You can buy t-shirts, water bottles and even sunglasses with donuts on them – you can see out, but no one see in.

So can you take some lessons for your service  company from this? How can you brand yourself uniquely? Every contractor states they offer “fast, dependable” service. Yawn…..

Spend some time with Voodoo Doughnut. I’m not suggesting you implement weddings…or sell branded underpants….but I am suggesting you figure out what makes you unique. Can you rebrand yourself? Can you immerse your company in that brand? And can you offer “extras” that that align with your brand?


© 2015 Robin Jones 

Robin Jones
VP Marketing
Service Roundtable

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