When considering the most important components that contribute to making a brand a key element has to be consistency. Yes, a font can make a strong statement that becomes essential to the brand essence and true, the pantone has become increasingly significant – if you don’t believe me, then think about Selfridge’s yellow; but unless a brand delivers all of the time the rest of the constituents are worth tiddly swat.
That’s how the Estate Agent and I chose a Maroush last night. For those not in the know, Maroush is a small chain of Lebanese restaurants, quite a few of which are situated on and around London’s Little Arabia, the Edgeware road. As we walked through the bustling district, breathing in the perfumed tobacco fumes we passed all the tempting little places, even the ones packed with people, with the confident certainty that Moroush would deliver a good time. When it comes down to it that is why we chose a can of Heinz beans over the own label or plump for any brand; because we know that what it offers will come up to expectations and there are times when we just don’t want to be adventurous and risk something new even when it promises a better experience. Last night, Maroush did what it said on the tin. Good grazing mezzes followed by expertly grilled meats. Extras are always provided by charming staff, vegetables, fruit, sweetmeats. What’s not to like?