We Like This Branding

Today we discovered that September 29 is National Coffee Day. In a nice little bit of marketing, I learned this because I saw several ads throughout the day offering free coffee in celebration of this glorious occasion.

I had never heard of National Coffee Day before, so of course I Googled "Is September 29 really National Coffee Day?". I learned that indeed it is, but I also learned that two days from now, October 1, is INTERNATIONAL coffee day. I'm not certain what the difference is between National Coffee Day and International Coffee Day. But, if I don't get offered free coffee on International Coffee Day as well, I'll have my answer.

All this talk of National & International Coffee Days has given me a reason to contemplate this branding we like, printed on a recent cup of coffee from Tim Hortons.

It reads: "Our founder, Miles Gilbert "Tim" Horton, played 24 seasons in the NHL and won 4 Stanley Cup Championships with the Toronto Maple Leafs".

We like this branding. Founded in 1964, the coffee chain Tim Horton's is considered just about the most Canadian company you can imagine (despite the fact it is now owned by an international firm). And NHL hockey is about as Canadian as it gets. So, reminding Canadians that Tim Hortons coffee is named after Tim Horton the hockey player is simply good branding.

Reminding customers of your company's heritage is almost always a good idea. I am often surprised when companies ignore their heritage because they think it makes them seem "old". We disagree with this notion completely. Heritage doesn't equal "old". Heritage equals longevity, trust, and strength. If your company has history, own it.

Likewise with unique or quirky stories. If your company was founded by a hockey player, tell your customers about it. If your restaurant is named after your daughter (Wendy's), put her picture everywhere. If your brewery bootlegged booze during Prohibition (Sleeman), embrace it as part of an edgy past.

Embrace your company's history. Celebrate the things that make your company just a little different. And tell the stories that make your company interesting, or unique.