the name is the pitch.
most places name themselves after a founder, a street, or a year they want you to assume they have been open since. tin’s named itself after the customer’s appetite: things i need.
03 · brand kitchen
how to build.
notes on taste, naming, and staying relevant. every successful brand is built like a memorable meal: the right ingredients, a signature dish, and a reason to tell a friend.
the recipe for relevance.
- 01ingredientsthe assets you already have, and the ones you’ve stopped noticing.
- 02preparationthe foundational work nobody claps for.
- 03cooking methodhow the brand meets people, and how often.
- 04presentationpositioning and story: what you’re known for, in one line.
- 05sharingwhat makes people recommend you without being asked.
- 06the resultthe dish everyone recommends, not another option on the menu.
small decisions, big signals.
one line on the menu says what the room wants.
“happy hour drinks, ten dollars” says they would rather you come at five and stay than come at eight and leave.
print the number.
the places that just print the number are not charging you more. they are telling you what it already cost.
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