Nashville, Tennessee has successfully branded itself as the Country Music Entertainment capital of the world. The sounds of a steel guitar or the aroma of country ham frying in an iron skillet have become an essential part of the true country music lover’s Nashville experience. When you’re listening to the country music radio stations around town, hoping to spot that country music star who has been a lifelong idol, or tapping your foot along with a love ballad or a honky tonk rendition, many aspects of that Nashville experience began with the branding of a product.
The most important first step in branding your own business or product is to establish your unique identity. Once you have that set, your store décor, product line, packaging and advertising can all fall into place. Is your identity sleek and sophisticated like Apple Computer, for example, or are you down-home country like our friends at The Loveless Café?
Loveless Café is one of our customers and a Nashville icon. Every year they receive 400,000 guests, so they must be doing something right! They are known for their fried chicken, country ham, homemade preserves and of course Carol Fay their famous “biscuit lady”.
A visit to the Loveless Café leaves you feeling like you just stepped back in time. They have done an amazing job branding their nostalgic image and using it consistently throughout their store, restaurant, website and packaging. They use our basic natural kraft paper shopping bags printed with their logo, which is the original motel sign in front of the restaurant, for instant brand recognition and as an advertising tool. They’ve expanded the Loveless brand into a successful mail order business featuring everything from breakfast gift baskets to Piggy Popcorn and peanut brittle.
Jesse Goldstein, President of Operations, explains the Loveless key to running a successful retail business: “When quality of product and integrity of service are paired together, that is what makes for brand loyalty.” When asked how the recession has affected their business, he explained, “We are lucky that we have been around for long enough that people know how delicious our products are. We just work harder than ever to remind them.”
Let Nashville Wraps use our expertise to help you grow your brand through printed or custom-made packaging. Just give us a holler at 1-800-547-9727 ext. 4, or visit our Printed Packaging website for custom printed labels, ribbon, shopping bags, made to order boxes, bags, cello and tissue. Also see our Frequently Asked Questions About Custom Printing for more information. And the next time you’re in Nashville, make sure you stop by the Loveless Café for some of Carol Fay’s biscuits.
Harry Marlin
Print Department Manager
Nashville Wraps
4-6-10: Nashville Wraps is saddened to learn that Loveless Cafe’s Biscuit Lady, Carol Fay Ellison, passed away yesterday. “A trusted mother, grandmother, sister, and friend, she was a vital link in the Loveless Café tradition and will be missed by many,” said Tom Morales, owner of Loveless.
I love Nashville and love the Loveless Cafe. Have been there many times and I’m planning to go back in a couple months. It’s my favorite place in the USA! My son is going there for his honeymoon in two weeks!!!
Good advice – will try to expand my logo onto other wrappings. Have used printed ribbon and bags only so far.
Great article!