Why does a business need to invest in branding? Because your brand is what makes dining at your establishment memorable. The entire experience, from the signage to the ambiance, is what sets you apart from the competition and keeps customers coming back.
Think about some of your favorite brands and why you love them. Often, it’s the emotional connection to the brand and how it makes you feel. Over time, this connection and feeling can lead to brand loyalty. Whether you’re building a brand from the ground up or refreshing your existing brand, here are some key things to consider.
1. Visual Identity
First impressions matter, and this is no different when it comes to branding. The visual identity of a business – its logo, color scheme, typography, tagline, etc. all combined should create a cohesive look and feel. In addition, developing a clear mission and/or vision statement can help define your overall purpose and values while guiding your brand’s direction and decisions.
2. Brand Tone & Voice
Your brand tone and voice are like the personality of your business. The type of messaging you use should accurately reflect your brand and be consistent across all customer touchpoints, from your website and social media to your menus and in-person interactions. In a crowded and competitive marketplace, make sure your communication with customers is clear and concise and ultimately speaks to your target audience.
3. Overall Experience
Branding is more than just a logo; it’s the overall guest experience. The furniture, décor, lighting, music and more should align with your brand’s style and help create an inviting atmosphere that customers love. Your staff plays an integral part in your branding, as well. Customer interactions, friendly service and staff attire and appearance all matter and can really differentiate your business from competitors. Remember, a brand is nothing unless you back it up with great products and service.
4. Consistency is Key
Building a brand requires consistency from everyone involved. Establishing brand standards can help maintain a unified brand across all aspects of your business while also ensuring that each customer receives the same positive experience every time that he or she visits. Consistency not only builds trust and credibility but also keeps your brand top of mind with customers.
Your branding should evolve over time. Even the most successful and well-known brands adapt to current trends, how their customers may be changing and the ever-changing marketplace. Be sure to regularly evaluate your business’ branding and refine it as needed. Don’t be afraid to tap into reviews and feedback from customers during the process, as well.
Looking for more? Check out this article about six critical points for a restaurant business to look at.
