One of my finest memories of the power of small business branding was while dining at a restaurant in Chicago named Tru. The restaurant is known as a fine dining restaurant with exquisite attention to detail and a respite from the rat-race that is downtown Chicago. This attention to detail is what has always stuck with me from my first visit to Tru. I distinctly remember their embroidered cloth napkins displaying Tru’s moniker in their signature slender font, their custom-etched monogrammed glassware, and eloquently designed menus unifying my dining experience. This understated but consistent theme extended throughout my meal complementing their effortless service resembling a delicate ballet.

Oh yeah, the food was great too.

-Ross F. Muramaru