Branding tip: Calling a duck a duck, Bahamas-style

One of my favorite branding rules is a very simple one that I’ve written and talked about a lot over the years:

Call a duck a duck.

What does that mean?

If your brand actually represents something very simple and clear, yet you:

a) overcomplicate or confuse a simple story or
b) describe yourself as something that you are not

you are not calling a duck a duck. Read more about how this applies to both brand naming and brand positioning here.

Chat 'n' Chill

The aptly named Chat ‘N’ Chill on Stocking Island
It’s a pretty simple rule. But every day you run into a “duck” brand that is trying to pass itself off as a canary or an ostrich or a flamingo when it is actually… say it with me… a duck.

Fortunately you find great examples of simple, smart, and descriptive branding in the most unlikely places. I happened to visit one of those places over the holiday break—a town of less than 1000 people on Great Exuma Island in the Bahamas.

George Town is a wonderful and unassuming town with sweet and interesting people. It’s a bit far off the normal tourist grid too—there are only two big resorts within driving distance, and the people who stay at them don’t seem to leave the property much, so George Town is mostly pretty quiet.

But what those who don’t visit the town miss is how the locals seem to have mastered the art of branding simplicity.

For example, my favorite place we visited on the trip was a little bar across the harbor on Stocking Island serving conch burgers and cold beer, in no particular hurry, to faithful customers who come back year after year from all around the world.

What is it called?Chat 'n' Chill Inside View

The Chat ‘N’ Chill.

Now that is calling a duck a duck. I can tell you from spending the better part of two days there that chatting and chilling describes about 95% of the appeal.

In fact, if you have an inability to chill, you probably would hate this spot. If you place a food order, you can expect to wait at least an hour before you get it. This is not fast food.

But what’s the rush? After all, you’ll have the best time here if you keep things simple:

Step 1) Chat
Step 2) Chill

At the risk of brand nerding out a bit too much about what is a really amazing and magical place, I just have to complement the folks who run the Chat ‘N’ Chill. They’ve built an extremely passionate and loyal community by developing a simple brand promise and name, and then delivering on it exactly as you’d dream they would. What more could you ask for?

Peace & Plenty View

Peace, as seen from the Peace
A second example of simple branding done well is the historic old resort we stayed in called the Peace & Plenty (for all their branding genius, the folks in George Town do seem to have an aversion to writing out the word “and”). The picture to the left is the morning view from our room at the Peace & Plenty.

It was a pretty nice place to spend some quiet time. The Peace & Plenty has been getting the “peace” part right for more than fifty years, with the help of a staff of long-time employees like Lermon “Doc” Rolle who have kept the experience unique and intimate amidst the clutter of cookie-cutter tropical mega resorts you’ll find elsewhere in the Bahamas.

But “plenty” is also an apt descriptor. The Peace & Plenty is the only resort located right in the main part of George Town, easy walking distance from pretty much everything you might want to visit, including the ferry to Stocking Island. You can walk around the pond to Eddie’s Edgewater (a restaurant that is across the road from the edge of the water, as you might expect) for some great ribs on Friday night, you can go across the street to Minn’s Watersports to rent a boat for bonefishing, you are a few steps away from the town library, city hall, and a grocery store.

Peace & PlentyIt’s a perfect spot: Peace, amidst plenty.

In the introduction to The Ad-Free Brand, I point out that some of the best and most clearly positioned brands are built by people with little or no branding experience at all, and I share these examples here as inspiration: anyone, anywhere can build a great brand!

I’m sure you have your own examples of simple, elegant branding, naming, or positioning, and if so, feel free to share them in the comments section below.

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