In order to run a successful business, you have to possess a strong understanding of your brand. Being able to identify your company’s unique persona enables you to develop a marketing strategy that will attract your target audience. Here are three model Los Angeles businesses, each with an enviably strong sense of self and of their perspective markets:
Porto’s, an always bustling café and bakery serving up Cuban-inspired fare, dominates the family-friendly dining niche of the San Fernando Valley. The humble beginnings of the family-owned business appeals to suburban clans, including ever-popular multi-generation households in Glendale and Burbank. Porto's, which opened its first bakery in 1960, recently added a third location in Downey.
At Porto’s, individual patrons and couples are a rarity. Instead, expect to see kinship parties of 8 or more stand in line to fill pastry box after pastry box with an assortment of fresh baked goods, savory tarts, and decadent desserts.
Large crowds, low prices
The bakery’s unbelievably low price points certainly accommodate large orders – and local families know this. Porto’s is almost always packed, with moms carrying babies, dads pushing strollers, children ogling the pastry counter, and grandparents keeping a watchful eye out for table openings.
Streams of people patiently, joyfully, and noisily wait in line to order 2 dozen 90 cent potato balls and 78 cent meat pies, a dozen 75 cent guava pastries, a half dozen 85 cent apple or mango empanadas, and a handful of 50 cent a pop dulce de leche kiss cookies.
Dry cleaner for an industry that never sleeps
Milt and Edie’s Drycleaners and Tailoring Center, located in the heart of Burbank’s Media District, caters to the unusual hours and high demands of studio executives. Employees of NBC, Walt Disney and Warner Brothers studios love the fact that their neighboring full-service cleaners is open 24 hours a day, 360 days a year. Additionally, Milt and Edie’s offers 2 hour cleaning and shirt laundry at no extra charge, free pick-up and delivery services within a 5 mile radius, and instant alterations.
The hot pink colored establishment with two cartoon doggie mascots understands that people in the business of making motion pictures have a fondness of movie-watching snacks, which is why Milt and Edie’s houses a theater-style popcorn machine that serves freshly-popped – and always free – buttery goodness to all customers.
Luxury fitness for a discerning audience
Angelinos take fitness seriously. And with a nearly endless array of diverse exercise options – spinning, Pilates, boxing, piloxing, yoga – successful fitness studios must find a way to distinguish themselves amongst their many, many competitors.
Ballet Bodies, a boutique studio that combines elements of Pilates and ballet, has branded itself as an ultra-modern, slightly edgy luxury fitness facility. Ballet Bodies founder Andie Hecker and all of the studio trainers are presented as fierce, not-your-typical plié-ing dancers on the company’s official website.
Blush tutus with matching satin slippers and sleek top knot buns have been replaced by black tulle mini skirts paired with converse sneakers and torn fishnet stockings, and Gisele Bundchen-inspired tousled tresses.
The company’s branding efforts appear to have paid off – clients include some of Hollywood’s hottest celebrities including Natalie Portman, Miranda Kerr and Kristen Bell.