A successful restaurant brand can make your restaurant stand out, giving it a special atmosphere that customers will want to experience again and again. Whether you’re opening a restaurant or branding and updating your look, we recommend reading this post to understand the basics of restaurant branding and how to create a strong brand identity.
The restaurant brand communicates the personality and identity of your restaurant. Your restaurant brand expresses the values and mission of your restaurant and influences its concept and atmosphere. You have to think carefully about the brand to create an emotional connection with customers.
Your brand should be easily identifiable upon entering your restaurant and remain consistent throughout the service. A well-crafted brand increases loyalty, and also attracts new customers who may be attracted to your brand through marketing.
A strong restaurant brand creates an emotional connection with your customer base and can greatly influence the success of your business.
Basic elements of a restaurant brand
There are many different types of restaurants that vary in level of formality, price range, and type of food. A restaurant concept also includes service style. Your concept is like your brand in action, so your concept should reflect your brand.
Who will be your target audience? Demographic data includes characteristics such as age, gender, or income level. Is your goal to serve families, couples, working professionals, or some combination? Is it modern or traditional? What is the purchasing power of your customers? Start by understanding the demographics of your desired location and deciding what type of brand and concept will work well there. Or you can search for a specific location that speaks well to the brand you have in mind.
A restaurant mission statement outlines your restaurant’s foundation, its values, and what your restaurant hopes to accomplish. Explain in it what you offer customers that they can’t find anywhere else. It is an opportunity to create a connection with customers, staff and the parts that make up the whole gear of your business. It will guide the rest of your decisions about the other elements of your brand.
NAME, LOGO AND MOTTO
Choosing a name for your restaurant is a key part of branding your restaurant. Your name should reflect your brand and should give customers an idea of what kind of food you serve and what they can expect when they walk through your door.
Your restaurant logo is a visual element that guests will recognize over time. Your restaurant logo should be consistent with your brand through the use of a color palette, graphic elements and other symbols. Remember that it will be used on your signage, website, menu and other advertising materials.
A tagline is a short, catchy statement that sums up the defining characteristic of your brand and mission. Slogans will be used in advertisements, on the restaurant’s website, or under the logo.
The restaurant environment is one of the most important and dynamic mediums through which you can express your brand. You need to adjust every aspect of your environment so that it works for your brand and creates an enjoyable customer experience. Here are some of the key components of your atmosphere to consider when branding your restaurant: Lighting, interior décor, crockery and other table settings, color palette, music, clothing and composure of workers and last menu design.
WEBSITE AND OTHER DIGITAL MARKETING PLATFORMS
Prospects and loyal customers alike are likely to visit your website to view your menu, hours, or simply to learn more about your restaurant. And they can also choose to follow your restaurant on social media platforms. The essence of your website, the aesthetic of your Instagram photos, and the tone and language used are all ways to express your brand. Remember that they can be the first impression that customers will have of your business.
The type of food you serve is another core component of your restaurant brand. From the ingredients you use to the name of each dish, try to verify that each decision parallels your brand and mission statement.
WORK ON THE BRAND COHESION OF YOUR RESTAURANT.
Once you’ve decided on the core components of your brand, it’s important to stick with them and make sure they make sense together. Not to say you can’t intentionally mix and match styles to develop an entirely new concept, but any deviation from the norm must appear intentional, otherwise you risk missing the point and leaving your customers confused. The cohesion also extends to your online presence.