Donuts to Dollars—Food for Thought about Building a Successful Brand
During my two hours in a line that taxed my feet as well as my patience, I marveled at how Peachy’s Baking Company created a brand that has state fair goers craving, salivating over, and enduring excruciating wait times for donuts. Last year we turned up our noses at the hour-long line at the modest storefront. But this year the diehard crowd gave us irresistible FOMO, so we stood in a line that was twice as long.
We surmised that these donuts were exceptional to have garnered such a devoted following. Our assumption proved to be true. Peachy’s proved that when you simply have something that good, people will wait and keep coming back for more. It’s like, “If you build a successful brand, they will come, and they will tell others about it who will also come.” Think Sweet Marthas—those delectable mini chocolate chip cookies.
Keep in mind that these aren’t your fancy, fruit-filled, cream-crested cakey delights. They are simply handcrafted, glazed and made on site. In fact, they’re hot out of the oven, burdening eager customers with an even longer wait for them to cool enough to be devoured. [Watch photos caption: Who waits two hours for donuts? Hundreds of Minnesota State Fair goers.] 
As a previous naysayer vigilant about my healthy eating goals, I cannot overstate the allure of these round delights. While I used to satisfy my sweet tooth with one nibble of anything, this was to good and I first at ¼ of a donut, then back for another, finally eating ¾ of a large glazed donut (temptation be damned!) and had to muster every ounce of willpower to put on the brakes. 
Building a Popular Brand
Peachy’s has mastered some of the essential strategies that can transform a business into a beloved brand powerhouse—without a sophisticated website and a substantial marketing budget. Creating a popular brand isn’t just about having a great product or service—it’s about crafting an identity that resonates deeply with your target audience and stands out in an increasingly crowded marketplace. While there’s no guaranteed formula for success, here are some principles Peachy’s practices.
Unique Value Proposition
Popular brands understand and articulate what makes them different. A unique value proposition isn’t just what you do, but why it matters to your customers in a way that competitors can’t replicate. Nike athletic shoes exemplify the idea of pushing personal limits and achieving greatness. Apple computers are tools for creative expression and innovation.
Peachy’s satisfies fair goers’ hunt for a treat they can’t get anywhere else. They are different from pastry and donut shops where baked goods linger in display cases. Peachy donuts are sold right off of the dripping station, where freshly-baked, hot donuts shed their glaze. You can’t get any fresher than that. Their charm is further enhanced by unique, imperfect shapes that result from handcrafting rather than filling a cookie-cutter mold.
Know What Makes Your Audience Tick
Popular brands strive to create deep connections with specific groups of people. Peachy’s has nailed the fair goer’s mentality—ready to try new foods, especially those that are highly recommended and rare to find. And not averse to waiting for those gems.
However, I think most companies need to conduct market research through surveys, interviews, and social media listening to understand their target audience—not just age and income, but personality traits, lifestyle choices, and emotional triggers. The better you understand your audience, the better you can speak their language in ways that feel personal and relevant.
Develop a Consistent Brand Identity
Consistency breeds familiarity, and familiarity breeds trust and brand affinity. For Peachy’s, this includes employees’ attire, packing boxes, customer communication (“Have a peachy day!” or apology for long line?), and more.
All touchpoints—logo, website, customer service interactions, social media posts, branded items, etc.—should feel cohesive, with all elements working to reinforce your brand’s personality and values. Stay true to visual elements like colors, fonts, and imagery styles, as well as tone of voice and messaging principles. Customers who interact with your brand through an email, social media post, or in-person experience should receive the same brand impression.
Build Community and Foster Engagement
Popular brands create enclaves of advocates who feel a genuine connection to the brand and each other. Waiting in line with dedicated Peachy’s fans and neophytes alike sparks community engagement that includes product-focused conversations as well as information sharing about other fair food and activities.
I would suggest that Peachy’s offer their diehard followers a chance to display their affinity by owning a branded t-shirt, visor, or other appropriate fair-goer attire they can wear. Think about how many other hungry comarades they would influence.
For most companies, social media is a way for customers to interact with a brand and fellow community members. Creating exclusive experiences, loyalty programs, and user-generated content campaigns makes customers feel like insiders rather than just buyers. For example, Harley-Davidson facilitates a lifestyle community for riders to share experiences and build relationships.
Conclusion
There are more strategies to consider than those discussed in this article, but you can see how building a popular brand is both an art and a science, requiring strategic thinking, creative execution, and adherence to your core values. It’s all about capturing hearts and minds. Create value for your customers, stay true to your authentic identity. The most enduring brands are built on trust, consistency, and a sincere desire to make their customers’ lives better. They rise above the noise by speaking with clarity, acting with integrity, and connecting with humanity.
We help companies engage and connect with those who matter most. Let us know how we can help. Oh, and have a peachy day!
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