So the company I work for has me doing a lot of tasks that don't generally coincide with my specialized method of study: Marketing. But in fact, since all aspects of business encompass the art of marketing I guess they're on the right track. So before I delve into what has my mind running a muck I should first explain where I work and what it is I really do.
I work for a Soul Food Restaurant chain from Chicago, IL called JJ Fish and Chicken. It was first brought to California and started on International Blvd. in Oakland just five years ago. Today we are seven strong and are working on the eighth location. Before I started, each store operated its own marketing/advertising agenda. Each manager was in charge of anything and everything related to the functionality of its location, a method that is not conducive to a possible franchise-in-the-making.
Today, I not only work on advertising, marketing and operations as a whole but also research and development and human resources. All-in-all, I'm the Jack of All Trades here at JJ's and I have a lot on my table (pardon the pun). The problem that has arisen today is the creation of a website, a method of branding and of consumer herding. You might think of this as a simple concept or idea and it really shouldn't stress or take too much of my day to get this ball rolling. In fact, it is hardly simple to devise a website that not only promises to deliver our Vision and Mission as a company, but to properly direct our customers to where we (and where they) want to go.
My first order of business is to decipher who or what our company logo will be. We have always had a logo, so I guess the term "icon" is more relevant at this moment in time. What is our icon? Jack in the Box has Jack, McDonald's has Ronald, Burger King has "the King" and Wendy's has Wendy... see the trend? JJ Fish and Chicken should have two characters - one fish and one chicken. Both should have names that start with J and both should have opposing personalities that meld exceptionally well with each other and their origin.
To create these personas I will first need to come up with a character concept, as well as find an artists to render these into designs and then find a costume designer to put them together. I have two ideas, one is to have two full body suits (retrofitted to look more like a regular everyday fit, rather than a mascot) or to have just two masks on the heads of each mascot. Both concepts make it easy to find actors as each representation doesn't necessarily derive from the person behind the mask, but from the mask instead.
After this process is finished, we'll have the floodgates opened to two very encouraging directions: out website and our advertising campaign. This is where I will leave you, for now I must put together our characters and find us a costume designer.