creating your secret sauce: essential ingredients that keep 'em coming back
- Britton Avery
- Aug 8, 2024
- 8 min read
Updated: Aug 9, 2024
My partner-in-crime, Lindsey, was making tacos last night, and we decided to whip up some salsa with what we had around the house and in the garden. We starting chit-chatting about why the salsa wasn't _____ and _______, and we were just missing _______. So we kept adding to the mix, and eventually gave up and enjoyed the tasty tacos she made and scooped what fell out of the taco shells with the extra tortilla chips. We wanted our salsa to "taste just like" [and we listed 3-5 of our favorite local Mexican restaurants that came to mind because of their awesome salsa and even-greater hospitality.
Ever feel like that with your business when you meet as a team on Mondays?
"We just need to be doing ____________, and we should re-allocate our marketing dollars here to _______________."
Yup. It happens. In our ever-competitive world of business (be that small and local, or corporate and worldwide), standing out from your competition is as crucial as having the right ingredients in a recipe—it's what continuously gives your brand its unique flavor that everyone craves.
Just like how Marvel keeps fans hooked with end-credit scenes (still have tears from the recent Deadpool end-credits cameo), or how McDonald’s and Chick-fil-A drive excitement with their seasonal arrival of the Shamrock Shakes and Peach or Peppermint Milkshakes, your business needs its own secret sauce. I’m talking about that unique something that makes customers say, “I’ve got to have that!” and come back for more.
But what does this secret sauce look like for your business? (especially if your business is not an exciting one)
How do you create those unique components that not only attract attention but also build a loyal following?
Right now, go grab your favorite bev + snack—mine’s a Mexican lager with jalapeño kettle chips—and let’s dive into the foundation for creating your business’s own signature flair.
gotta know your audience’s tastebuds
You wouldn’t serve a filet mignon to a vegan crowd or lettuce wrap tofu tacos to a group of body builders, right?
The first step in crafting your unique business foundation (your brand) is understanding what your audience craves. This means diving deep into their psychographics (their habits, behaviors, preferences, values, etc.).
Are they the type who loves a good laugh and engages with brands that don’t take themselves too seriously? (like Wendy's or almost any insurance company these days)
Do they appreciate thoughtful, inspirational messages that align with their values? (like Ben & Jerry's or Patagonia)
Are they drawn to bold, edgy brands that challenge the status quo? (like Doritos, Monster, or Black Rifle Coffee)
Do they value exclusivity and limited-edition products that make them feel special? (like Louis Vuitton, Tesla, or Gucci)
Are they more focused on getting the best deal, prioritizing value and affordability? (like McDonald's, Walmart, or Costco)
Do they connect with brands that offer a sense of community and belonging? (like Starbucks, Harley-Davidson, or my Midwest favorite—Kwik Star)
Knowing your audience is about more than just demographics—it’s about understanding their vibe. Are they Marvel fanatics who’ll buy out tickets a month ahead and stick around for the end credits, or are they more of a “get the content and go” type like an order-ahead for Starbucks, Caribou, Scooters, etc.?
Once you get a handle on this, you can shape your unique offerings to match your audience's desired flavors.
stir in a dash of creativity
Creativity is like the seasoning in a recipe—too little, and your dish is bland (like salsa round 1); too much, and it’s overwhelming (like our end-result salsa with 15-too-many things in it).
The key is finding the right balance that fits your brand’s flavor profile. This means not just copying a bunch of things from others that you like, but rather taking some time to sit down with others and craft an authentic identity (keep scrolling for a "mix of *authenticity").
Here are a few examples:
During my time with Denovo, we came up with the idea of a 'Booze Bag' giveaway at trade shows and conferences. It wasn’t just about handing out branded company things (that many generally leave in their trunk or throw away); it was a playful, little-bit edgy, and attention-grabbing way to turn heads (literally), spark hundreds of valuable conversations, and generate leads that often would turn into incredible relationships and referrals. The Booze Bags became a memorable part of Denovo's brand identity (and still is), driving both awareness, engagement, and providing a remarkable ROI for no more than a $40 cooler backpack and $100 or so in booze.
At KCL Engineering, the creative gears were already rolling fast and hard far before I came to the table. However, things got even more exciting after a brand refresh, and as they continued to have over 150 dozen (yes, around 2000 customized) KCL Cookies for an annual client "thank you" treat. Each year, the theme was different—turning staff members into characters like LEGO figures, medieval royalty and knights, or Peanuts characters, with the specific faces of those that worked with specific clients featured on the cookies.
We even had a LEGO set that could be built during the LEGO figure initiative for some of the top clients. This playful and personalized approach made KCL’s brand stand continue to stand out as a fun, innovative, and definitely un-boring engineering firm, adding another attribute as to why they were awarded the # 1 Top Workplace in Iowa for small businesses.
One that many of you know of, or have seen, is Spotify' annual "Wrapped" campaign, where they provide users with a personalized year-in-review summary of their listening habits. This simple (yet super creative) idea not only engages their users (🙋🏻♂️me, big time) but also encourages them to share their results, turning personal data into a ridiculously viral marketing tool.
Your unique *marketing sprinkles * (as it was called at KCL) could be anything—a quirky product that gets conversations rolling, a special event that gives others FOMO, or just an inventive way of engaging with your customers.
The key is to stir in that dash of creativity (not a copy + paste, but a creative thing YOU come up with) that makes your brand truly one of a kind.
add consistency—then let it simmer
Once you’ve got your creative idea, it’s time to let it simmer. This means don't be obnoxious/attention seeking—just wait and see how it goes and make adjustments as necessary.
Consistency is key when it comes to building something that sticks (add Made to Stick and the dip to your reading list).
Marvel didn’t just create a single movie, think about throwing in Stan Lee and then add a single end-credit scene and call it a day—they made it a staple of their brand as their films began taking off in the late 2000s. Over time, fans learned to expect it, and now it’s part of the whole Marvel experience.
The same goes for Denovo's iconic Booze Bags. Without their established industry presence and ongoing relationships, their success rate might be lower, even with the draw of a free giveaway. The Booze Bags are highly sought after at trade shows, not just as a free gift, but because of the hospitality, integrity, and down-to-earth fun that the team brings to every conversation. It's such an easy way to get people talking about how Denovo could help them, and to secure valuable leads.
REI also nails consistency with their “Opt Outside” campaign (another one of my all-time favorites), which closes their stores on Black Friday and encourages people to spend the day outdoors (and with family). This bold move not only aligns with REI’s brand values but also reinforces their commitment to the outdoor community every single year.
If you’re offering a weekly deal, make sure it's 1) profitable, and 2) happens every week. When I was working at a local Mexican restaurant back in 2014, we had an all-you-can-eat Taco Tuesdays for just $6.99 (with rice and beans......I know, right? Inflation, lol). Small-town customers, and eventually out-of-town customers, knew that every Tuesday, they could count on getting their fill, and it became a tradition that kept them coming back week after week. Los Altos is still kicking to this day, and it's arguably (I'm bias) the best spot for food in small-town Story City, Iowa.
Consistency helps build anticipation and loyalty, as customers come to associate your "secret sauce" with your brand.
mix in *authenticity—the secret ingredient (and my favorite one)
Let’s be real—you can spot a fake from a mile away (and so can your potential customers).
That’s why authenticity has to be the secret ingredient in your recipe. It’s what makes your special offering(s) genuinely yours and not just another gimmick or wannabe attempt at what others are doing well.
When people see that you’re genuinely passionate about what you do, who you serve, and how you treat those in your company + community, it creates a connection that goes well beyond the transaction.
At KCL Engineering, the annual cookie theme wasn’t just a random idea—it reflected the company’s core values of innovation, attention to detail, and a dang good time (not a core value but might as well be one!) You very seldom see these guys not having fun because they're doing what they love. By turning recognizable staff members into characters, the cookies became a celebration of the people behind the projects and the KCL brand, making the added holiday gesture feel authentic and personal to clients.
Disney is another brand that excels above and beyond in authenticity. Their themed experiences are not just attractions—they’re immersive and ageless stories that allow visitors of all backgrounds to live in the worlds they’ve always dreamt of. This sort of commitment to authenticity is what makes Disney’s experiences so magical and memorable (and allows them to charge what they do 😅).
Incorporating your collective personal values, personalities, and brand story into your business will make it resonate deeply with your audience. It’s not just about what you’re offering, but how and why you’re offering it.
When people see that you’re genuinely passionate about what you do, who you serve, and how you treat those in your company + community, it creates a connection that goes well beyond the transaction.
serve with a side of ✨ surprise ✨
People love surprises—especially the good kind that benefit them. Throwing in an unexpected twist can elevate your brand from good to unforgettable and the "go-to" ________ for what you do.
Nike also understands the power of surprise with their "Just Do It" campaign, which consistently introduces new and inspiring stories that resonate with their audience. These campaigns often feature unexpected athletes or messages that challenge the status quo, keeping the brand fresh and relevant.
Starbucks also knows the impact of surprise with their secret menu items (their medicine bomb is clutch for getting over colds) and their seasonal drink releases. Sometimes, it’s a new flavor that suddenly appears or a unique promotion. Whatever the case, Starbucks always keeps their customers engaged and excited, wondering what they’ll offer next, and rarely has them questioning why they're spending $6 + tip for a 16oz "Grande."
Every so often, try incorporating an element of surprise into your business. Whether it’s a random freebie for loyal customers or a surprise product drop (or a secret menu—these are always cool), these little extras can create a sense of excitement and keep your customers on their toes, wondering what the heck you’ll do next.
the big finish—your business’s legacy
As we wrap up, let’s talk about the endgame—your business’s legacy. What unique *thing* will you be known for? What will keep your customers coming back for years to come? The beauty of creating these special elements is that they can become the cornerstone of your brand’s identity.
Like Marvel, Spotify, Costco, or any sort of coffee/energy drink that didn't just energize you but allowed you to accomplish more, your business has the potential to create something iconic—something that’s not just a part of your business, but an integral part of your customers’ lives.
When you mix up the right blend of creativity, consistency, authenticity, and surprise, you’re not just offering a product or service; you’re creating a lasting experience that your customers can't roll without.
Moving forward, remember that your secret sauce is what:
makes your business unique
keeps your customers coming back
your customers will talk about long after they’ve left/they've invested into your offering(s)
will ultimately set you apart in a crowded market
Find your flavor, stir it up, continuously make sure your audience enjoys it, and watch your business become a must-have in the hearts and minds of your customers.
Cheers,
Britt Avery
Founder, Bloom + Boost
(515) 532-7770
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