Niran Vinod - How To Build It: Grow Your Brand

WRITE-ON PAGES
Any references to writing in this book refer to the original printed version.
Readers should write on a separate piece of paper in these instances.

CORNERSTONE

UK | USA | Canada | Ireland | Australia
New Zealand | India | South Africa

Cornerstone is part of the Penguin Random House group of companies whose addresses can be found at global.penguinrandomhouse.com.

First published by #Merky Books in 2020

Copyright Niran Vinod, Damola Timeyin 2020
Text Design Andreas Brooks

Niran Vinod and Damola Timeyin have asserted their right to be identified as the authors of this Work in accordance with the Copyright, Designs and Patents Act 1988.

The moral right of the author has been asserted

Cover design by Andreas Brooks

ISBN: 978-1-529-11917-6

This ebook is copyright material and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was purchased or as strictly permitted by applicable copyright law. Any unauthorized distribution or use of this text may be a direct infringement of the authors and publishers rights and those responsible may be liable in law accordingly.

A lot of people have asked us over the years what the recipe for a successful brand is. But thats a bit like asking the recipe for PERi-PERi itself. Its a secret. Not just because we like to keep it quiet, but because a truly successful recipe is individual to a specific chef and their specific ingredients.

Theres no one recipe for a great brand, but there are items that we believe every aspiring entrepreneur needs in the bag: a unique product, a place for your brand to live and its customers to thrive, the right people around you, and passion. Though, of course, each person will have their own signature flavours to add. But these four things product, place, people, passion are must-haves.

We knew we had the perfect ingredients for success back in 1987 when the idea for Nandos was sparked at a chicken grill in Joburg, South Africa. We were two determined, hardworking mates (soon to be business partners), at a cool place to eat (place), feasting on a tasty plate of chicken with Portuguese flavour and African fire (a unique product). These were the blocks we built our brand on, and it was our passion that pushed us all the way.

It hasnt all been plain sailing. Like any entrepreneurs weve made a few wrong decisions at times but its how you handle your mistakes that matter. Believe it or not, our first three sites didnt make much money when we first opened in London, but we hung in there. We knew we had something special, so we made each plate sold count. We also opened a Nandos in Ibiza many moons ago (we like to party) but we didnt foresee the quiet winters, so we sadly had to close. Weve always turned our losses into lessons, through perseverance and knowing when to let go. Everyone fails at some point, but fail well and youll never regret a mistake in your life.

Our food brings the unique spirit of Southern Africa to the world with our magic chillies, in a way that no one else can. Literally. Our African birds eye chillies the key to our legendary PERi-PERi sauce are farmed sustainably under the Southern African sun exclusively for Nandos. Thats what makes our product so special. Give your customers a unique product they cant get elsewhere, something to keep coming back for. Thats what we did, and we now feed customers in almost every continent in the world.

Nandos might have been born out of South Africa, but it was made famous in the UK. We launched here in 1992 and grew our name with our fun, vibrant restaurants covered in original South African art. Our cosy-but-lively restaurants are designed to feel like a home away from home. But each is a gallery too, a place for you to feast your eyes, as well as to feast on our food. Creating special experiences like this beyond the product for your audience is vital; every successful brand has a visual hub.

Were now a proud staple of British culture, up there with Burberry and a cup of tea (at least, thats what were told). Supporting local communities, creative industries and youth projects keeps us at the forefront of culture, and allows us to have fun with the brand whilst making a difference. Were truly a global brand in a digital age, connecting and collaborating with other inspirational people both offline and online, in our mission to help change lives.

You might not know this, but Nandos was founded on the principles of the Spirit of the Rainbow Nation: a post-apartheid South Africa where democracy, inclusivity and equality were champion. We launched at a time when divisions were high in South Africa, as they so often are throughout the world today. And we believe the spirit of the Rainbow Nation that drives us here at Nandos resonates today more than ever.

Every brand is more than just its product, and Nandos is more than just PERi-PERi and chips. Were founded on the empowerment of the people we serve, and employ to serve. Hiring good, passionate people and sticking by our values have been the key to our success.

The strongest brands today are those that make a lasting positive impact and have a meaningful relationship with their consumers. Put simply, they have a mission to do more. Good business makes more than just profit; it makes a better world. Our brand purpose, our why is Changing Lives, Together. We wonder what purpose you will find to make this planet we share a better place to live? Were excited to find out.

Nandos is all about bringing people together. Its our ambition to fire up young people around the world; feeding more than just your appetites, but your imaginations too. Thats why were so happy to introduce this book brought to you by #Merky Books an imprint whose dedication to bringing people together around the joy of reading, unlocking their creativity and investing in community we could not champion enough.

If we could let you young firestarters know one thing about building a brand it would be this: expect to get your hands dirty. Our success wasnt handed to us on a plate. We were the ones handing out the plates, around the clock. Tenacity and passion trump expertise and money any day. We didnt have business degrees or know about the restaurant industry when we started but we were prepared to work hard and learn on the job. We put our minds to it even when others were doubtful. If we succeeded, so can you.

And lastly dont forget to have fun! (Not too much though if theres one thing Nandos Ibiza taught us its everything in moderation.)

So, devour this book like you would any plate from Nandos. Its written by some of the UKs most exciting creative talent for you to learn from. We cant wait to see what big ideas you make happen with their advice!