How Important is an Identity?

For me it’s where everything starts.  Without it, it’s hard for me to visualize my business and make purchasing, menu, hiring and construction decisions without it.  So I first decided on my logo and my brand identity.  Check it out and lemme know what you think.

My slogan is: Fru*t3alic*ous… The Art of Mixology.   My goal is to postion myself as a high end bubble tea, frozen drink specialty chain.  Prices are not much different from a standard bubble tea/ smoothie shop but the identity is stronger and the creative drink mixes and the “art of mixology” is what I feel will separate me from my competition.  I’ll be serving a variety of creative drink cocktails such as Icy jazzberry Java or Artic Watermelon blast.  Lots of them are based from cocktails and redone with juices, syrups, frozen yogurt, sodas, ice, and real fruits.  Sort of a treat that you can have anytime at a very reasonable price.  After dinner, before grovery shopping, on a date, before a movie, after shool, etc.

Anyways… after putting a few coming soon posters up, lots of people have asked me if it was a chain.  I think that’s a great thing.  Hopefully a strong brand will set me up for a great future in franchising my system and creating a solid brad loyalty.  lemme know what you think….