Sample Brand Audit

S O N N Y ’S BBQ | BR AND AU DIT

Table of Contents INTRODUCTION GOAL OF THE AUDIT................................................ 2 EXECUTIVE SUMMARY PURP OSE OF REP ORT............................................... 3 METHODS USED...................................................... 3 COMPANY PROFILE................................................. 3 TOP PROBLEMS....................................................... 3 ACTIVATION ANALYSIS...................................................... 4 RESEARCH & DATA CUSTOMER SURVEY................................................. 5 STAFF INTERVIEWS.................................................. 7 FOCUS GROUP........................................................ 9 SWOT ANALYSIS............................................................... 10 ACTION PL AN .................................................................. 11

BRAND AUDIT

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Executive Summary PURP OSE OF REP ORT Sonny’s BBQ is a small town treasure in Branson, Missouri that wants to take their world-class BBQ nationwide. After more than 75 years of experience, the original owners have passed ownership down to their daughter. She has big dreams to turn their quaint establishment into a household name; however, she’s keenly aware that while their food is beloved, their brand has a lot to be desired.

METHODS USED The following services were performed to complete the audit for Sonny’s BBQ: Conducted a professional analysis of the current brand elements and activity.

A comprehensive survey of current and prospective customers delivered online and displayed on an iPad at the restaurant. A total of 5,874 responses were received.

Conducted one-on-one interviews with staff members and key stakeholders.

Hosted a dedicated focus group of 20 prospective and current customers.

COMPANY PROFILE An original family recipe dating back to the 1950s Sonny’s claim to fame. Founders Roy and Susan Sonny were fond of hosting; from holidays and family reunions to street block parties, they often invited guests over to enjoy their family’s famous BBQ. Guests clamored to get a jar of the secret sauce and after receiving too many requests to count, the Sonnys decided to open shop. Their first restaurant debuted in 1953 and quickly became one of Missouri’s top BBQ joints. Daughter Dorthea has recently taken the reins and is dedicated to bringing their family’s passion for BBQ to others across the country.

Mission: To make you feel at home, one BBQ dish at a time.

Vision: To be the #1 BBQ joint in the United States.

Values: 1. Kindness - We treat one another like family.

2. Humility - We’re better as a team.

3. Diversity - We welcome anyone and everyone.

4. Flavor - If a dish doesn't lead to lip smacking, it’s off the menu.

5. Joy - Ultimately, we always aim to put a smile on your face.

TOP PROBLEMS The Sonny’s BBQ brand identity is limited to just a logo (see activation analysis on page 4).

Sonny’s BBQ has an amazing product, but little to no brand recognition outside of Missouri (see pages 5-9 for survey data).

Sonny’s BBQ consumer base skews toward an older generation but they want to reach a younger audience (see pages 5-9 for survey data).

Sonny’s BBQ doesn’t have internal processes or brand guidelines to help scale their restaurants across the country.

Sonny’s BBQ is missing out on online sales and reach because they don’t have a website.

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Activation Analysis BR AND TOUCHP OINTS A brand comes to life through a variety of touchpoints. Consistent interactions with consumers create a cohesive brand experience. Below is a checklist of the touchpoints currently used by Sonny’s BBQ. VISUAL IDENTIT Y

X

PRINT MATERIALS

X

Wordmark

X

Business Cards

X

Icon

Letterhead

Color Palette

Envelopes

Font Suite

Postcard / Mailer

X

Pattern or Texture

Menus

X

Imagery Style

Brochures / Catalog

Tagline

Welcome Kit

Brand Story

Annual Report

Brand Guidelines

Customer Gift Signage

DIGITAL MATERIALS

X

X

Vehicle Graphics

Landing Page

Packaging

Website

Apparel

Online Shop Courses Blog

SOCIAL ACCOUNTS

X

Email Signature

Facebook

X

Email Newsletter

Instagram

Free Downloadable

Twitter

Presentation Deck

YouTube

Animation

Pinterest

Video

LinkedIn

Photography

TikTok Snapchat

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Research & Data CUSTOMER SURVEY

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Research & Data CUSTOMER SURVEY

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Research & Data STAFF INTERVIEWS

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Research & Data STAFF INTERVIEWS

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Research & Data FOCUS GROUP

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SWOT Analysis STRENGTHS Their BBQ consistently sells out each day at the restaurant.

Sonny’s customer experience is always a happy, supportive one greeted by smiling staff.

Their onlyness is in how they host each guest.

Every experience is flawless and has a touch of personalization. (Think Chick-fil-A)

WEAKNESSES The Sonny’s BBQ visual brand consists only of a logo. The brand is primarily defined by the customer experience, which is harder to replicate and scale.

There’s a higher demand for their BBQ products than supply.

Sonny’s BBQ doesn’t have a website or online presence.

They have a very loyal customer base within Branson, MO.

They are relatively unknown outside of Missouri.

Their brand story is one of legacy and heritage, which is admirable.

The brand isn’t familiar among younger generations of consumers.

Their quarterly profit margins have been consistently strong for the last 15 years, even through the pandemic.

The physical building is dated and in need of some repairs.

The current checkout system is outdated and innefficient.

Sonny’s BBQ doesn’t have a formal training manual for new employees.

The menu lacks hierarchy causing increased order time.

OPP ORTUNITIES

THREATS

Developing a full brand kit would allow Sonny’s to expand their brand experience to a national level.

BBQ is common among the South with countless other restaurants also looking to expand in the near future.

Upgrading to a POS system will make sales smooth and speed up lines.

Their target audience has waning purchasing power so Sonny’s needs to shift to a new ideal audience.

Creating a website would allow online sales to flourish.

Younger audiences are especially interested in traditions and legacies.

Developing a brand guide and internal processes would improve and optimize employee training.

The vegan community is vocal and on the rise, which could impact perception and sales.

Staffing is a common industry issue that might be an expansion challenge.

Leveraging Sonny’s BBQ unique color palette will help them stand out in the market among their closest competitors.

New products could be added to their famous BBQ line to expand profits.

Renovations and repairs to the original restaurant could make it more relevant and attractive to future customers.

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Action Plan READY. SET. GROW. Success comes to those who set a course to achieve it. Use the following chart to bolster your brand.

ACTION ITEM

VENDOR

TIMELINE

The Good Kids

Begin immediately; 2-3 month process

Develop an employee training manual for onboarding and to ensure consistent quality customer service.

The Good Kids

Following rebrand; 1-2 months

$$$

Build a website to support online sales.

The Good Kids

Following rebrand; 2-3 months

$$$$

Update the POS system to expedite transactions, capture customer information and track sales trends.

Square

Following website construction; 1 month

$$$

Consult with an interior designer who can create a branded dining experience across all locations.

Rachel Rummel & Plainview

Following rebrand; 6+ months

$$$

Participate in a comprehensive rebrand to develop a long-term strategy and brand identity that works on a national scale.

BUDGET

ASSIGNED TO

$$$$$

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TAKE THE FIRST STEP We stand ready to support your brand work. Whether your audit revealed the need for a rebrand, refresh, website work or other design and layout recommendations, The Good Kids are just a call or click away.

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