Iconic
Imagery
When you visit Vancouver Island, one of the must-see attractions is
the famous Old Country Market at Coombs.
The market features local and imported foods, a bakery, fantastic ice
cream shop and a really hip giftware section.
One of the quirky & fun things about Coombs Market are the goats on
the roof. Live goats. Seriously.
The roof of the market is sod-covered and inhabited by goats. People come to the market to do some grocery
shopping, and maybe have a coffee, ice cream cone or a bite of lunch and stroll
the other shops.
The Old Country Market has come to be known as “Goats on Roof.” The image on their bumber-stickers and
t-shirts resembles a cautionary road-sign with the silhouette of a goat pooping
off the edge of the roof. This doesn’t
have a thing to do with the commerce they are trying to encourage. Why is this worth commenting about? Because, this is a golden example of
successful branding.
One simple symbol is enough for people to think fondly about the
experience of visiting the Old Country Market.
The symbol has nothing to do with what the market wants to sell! Do you feel the need to have diamonds and
jewellery in every advertisement you do?
It should be your aim to burn a singular image into your customers’
minds that reminds them of the prestige, amusement, enjoyment, thrill or
excitement of visiting your store. For
many it will be a logo, for some it might be a person’s face, for others it
might be a building or locale. For the
Old Country Market, it’s a defecating horned beast.
If there is no single image that comes to mind that symbolizes your
customer experience, don’t worry. It
takes time. Pay attention to the things
that you have and the things that you do, and look for something that could
grow into your very own iconic image.
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