While driving through a very small, quiet town on our way to Shenandoah National Park, my wife and I passed a pizza place. Just by looking at the sign that hung on the building, I “knew” it was going to be good pizza.
Why did I think that? Where did that initial burst of trust come from, when I had only just seen this shop?
It was clean, modern, and simple. It was tasteful. It was professional. It simply looked like a brand that aligned with my values (local ingredients & wood-fired).
After the hike, we stopped in for lunch. Sure enough, it was run by an ex-executive Chef from D.C., who used high-quality ingredients, a wood-fired oven, and honestly… it was amazing. One of the best pizza’s I’d ever had.
Now, I could’ve been wrong. A clean logo obviously doesn’t equal amazing food. But the logo got me in the door. If it would’ve looked like a cheesy (no pun intended) logo from a 90’s pizza shop, we would’ve kept driving and looked for lunch somewhere else.