You did it! You created your restaurant. The blood, sweat, and tears it takes to get in the restaurant business and stay in it is a lot to take in. You built the business; now you need to create a brand — your brand.
How do you want people to feel when they come into your restaurant? What kind of food are you serving? How are you going to create the buzz necessary so that first-time customers come back for more?
Branding Your Restaurant Is Priority No. 1
When building a brand, your restaurant needs to have a solid foundation.
What do you want your mission and values to be for the restaurant? Who do you represent? These are significant factors in determining its authenticity.
If you, as the owner, don’t show up authentically, and you don’t hold your employees to the same standard, that will show itself in the customer service and spill over into other areas of the business.
A restaurant needs to feel like people can come to enjoy good food, friends, and family. It needs to feel like home.
What Is the Purpose of a Brand?
The purpose of branding is about knowing who you are as a business and walking in it every single day.
It is worthwhile nailing down the personal story of your restaurant to get customers to identify with it.
If they can identify with who you are, you will be able to bring them in. Invite customers on a journey with the food, the ambiance of your location, and the service.
Branding Process, Branding Mission Statement, and Social Media Marketing
Before we dive into the branding process, it's worth mentioning that your branding process needs to evolve whether you're a new restaurant, a middle-of-the-pack restaurant, or a top-tier restaurant.
The pandemic made that very clear. Here are a few steps we follow to help our restaurant clients define their brand.
1. Determine your target audience. What type of customers are you trying to reach?
2. Develop your brand mission. What does your restaurant want to achieve with its customer base? What do you want your restaurant to be known for? Is it food? Hospitality? A great date night spot? Having good cocktails?
3. Research the competition in your area. You must know their strengths and weaknesses to be innovative and provide experiences customers can’t get anywhere else.
4. Have a value proposition - what promise are you making to your customers when they come to dine with you? And how are you showcasing value when they pay you their hard-earned money? For example, are you promising them a culinary experience with a 7-course tasting menu? If so, it had better be a fantastic experience and a night to remember. Are you offering a great street taco at a reasonable price? The meat better be incredibly flavorful. Both should deliver on the promise.
5. Determining brand guidelines to stay consistent across the board. What are your colors? Your logo? The approved fonts? How do they show up in your restaurant and online?
6. Have a marketing strategy that matches your brand. Are you sophisticated and luxe? Your marketing should match. Family-friendly? Your photography should imply that.
You create social media profiles for several channels. Ideally, Facebook and Instagram.
If you don’t know about the impact of digital marketing, don’t fall prey to the myths about social media. It is an essential business marketing tool.
Need More Guidance With Restaurant Branding? Let Us Help
Branding Your Restaurant shouldn’t be a headache. We can help you. Contact us by filling out the form on our website. You can also get helpful tips and other insights from the learning tab.
Coming soon! A DIY monthly subscription academy that gives you the tools you need to master restaurant marketing and stay ahead of the competition.
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