Restaurant branding is what sets your restaurant apart from the next. It signifies character, quality, and identity, drawing customers in with the promise of a unique and memorable dining experience.
Part of what makes a restaurant appealing to customers is the allure of novelty and innovation. Developing a distinct branding package for your restaurant can help attract new customers, build trust with old ones, and deliver a show-stopping service that keeps them coming back for more.
Branding has become a major topic over the past few years as businesses of all kinds latch on to the power of a strong brand name and identity. In an industry so enmeshed with sensory marketing and subtlety of good ambiance, a restaurant without branding is like a ship without sails.
These days, the level of competition has never been higher. It’s time for restaurants to pull up their socks and initiate a branding plan that blows competitors straight out the water. In this article, we’ll show you exactly how to do that.
What Makes A Good Restaurant Brand?
Branding is about selling customers a concept. People are no longer satisfied with just the product, no matter how valuable it is. They want a story.
Restaurant branding allows your business to connect with customers in a whole new way – one that combines emotions with the tactile experience of eating out. Everything from restaurant packaging to the choice of lighting plays a role in customers’ interpretation of your brand.
But starting from scratch isn’t exactly easy.
It takes years to cultivate a restaurant brand that can withstand the test of time, and sometimes even longer before the public truly embraces your message. However, anyone can kick start their restaurant’s branding plan by focusing on these critical elements:
A restaurant’s concept is its vision, and its message. You can draw this from your culture, family, environment, product, or a combination of all four. Are you a generations-old Italian restaurant founded on family values? Or an innovative new gastronomy hub that aims to ignite excitement and modernism? How you envision your restaurant’s concept will allow you to make more informed branding decisions.
2. Name and logo
Your restaurant’s name (and how it is presented) play a significant role in how others perceive it as a brand, everything from the font style and size to the actual color matters. Think of it as an ambassador for what you offer behind those doors. Make sure you choose carefully!
3. Food quality
The quality of the food you serve is undoubtedly a vital part of running any restaurant, branding aside. But when it comes to developing a brand identity, you cannot ignore food quality. The eating experience of a restaurant is, in many ways, what defines it, ensuring everything tastes as good as it looks (or even better!) can certainly build your brand reputation.
The restaurant’s atmosphere, lighting, noise level, and general environment denote ambiance. When people show interest in your brand, they will want to know what kind of environment to expect when they enter. Is it warm and cozy, cradled by candlelight and soothing music? Or is it bustling and electric, with eclectic light fittings and mirrors that reflect every move? It could be one of these or could be something else entirely. The point is, your customers want to know.
The brand vision you advertise will never be attractive to everyone. Instead of trying to please every demographic globally, it will be much easier and more effective to focus on a few primary target demographics that you know will connect with your brand.
6. Restaurant branding cohesion
A little variety is great, but too much can be confusing. When developing a restaurant business plan for branding, remember to maintain a sense of continuation and consistency. The components of your brand package as a whole should resemble, not repel one another.
4 Tips For Developing A Strong Restaurant Brand
Okay, so you get the point – branding is a fundamentally important part of running a restaurant. But how can you accomplish that?
You can take several steps towards creating, refining, and delivering a powerful brand identity that resonates with customers and keeps your competitors on their toes. With these six tips, restaurants of every size, style, and vision can make their brand vision a reality.
1. Establish a clear vision or concept
Carving out a vision for your restaurant is the first step in the process of brand development. You’ll need to ask yourself (and your team) questions like, “what does this restaurant mean to us? Who are we representing? How do we want customers to feel when they enter our environment? What legacy do we want to leave behind?”
The answers to questions like these will give you sharper insight into the kind of restaurant brand you want to implement. Once you understand the vision, it will be easier to create it.
If you’re starting from scratch, you might want to consider creating a brand book to help with solidifying the concept. Think of it like a scrapbook featuring fonts, images, textures, and bits of writing that pertain to your brand’s identity. This will be particularly useful for brand continuation and when chatting to brand specialists.
2. Understand your position with competing brands
Now that you know the “why” behind your brand, it’s important to distinguish the “where” and “what”. Brand positioning is a crucial aspect of brand development because it determines where the restaurant stands with local customers. There are several ways to position your restaurant on the market:
- Place – the location of your restaurant greatly influences how customers will perceive it. A beachfront restaurant might come with the expectation of seafood and rustic charm, whereas the busy sidewalk café will come with the expectation of a classical menu and family-friendliness. Pick your place wisely.
- Price – the prices on your menu tell customers where to place you on the market ladder. Pricing brackets indicate value, exclusivity vs. inclusivity, commodification, and accessibility. Your customers want to know where your prices fall because it gives them cues about how to behave, perceive, and respond to your brand.
- Product – the food you serve also plays a role in restaurant packaging and brand positioning. The menu design, contents, and style show customers what kind of culinary experience to expect – or what package you offer. Delicate, avant-garde portions indicate luxury and fine dining, while generous hamburgers or pizzas tell customers this is a restaurant they can unwind in.
3. Cultivate a brand tone and voice
Your brand voice is how you communicate with the general public. You’ll use the tone on menus, posters, advertisements, and social media posts. When it comes to restaurant branding, your voice is one of the most pivotal tools for connecting with customers.
You can create an authentic brand voice by imagining your restaurant as a person. If you were to meet them, what would they sound like? Bouncy, lighthearted, and fun? Or sophisticated, measured, and mature? It could be either of these or anything in between. Find your voice and use it consistently.
4. Experiment & evolve
While continuation is essential for a strong restaurant brand identity, so is being open to evolution. The way your brand communicates its vision to the world now may look different in a few years, and that’s okay – in fact, it’s a good thing.
Staying true to the why, how, and where of your restaurant’s vision is important, but that doesn’t mean you should resist evolution over time. Customers like being delighted by a fresh outlook every once in a while – as long as the brand’s authenticity remains intact.
Why impactful restaurant branding is so important
Brand identity has become an irreversible aspect of modern marketing strategies. Both in and outside of the restaurant industry, forming and sustaining a pertinent brand voice, vision, and persona is essential for staying in the race against competitors.
When it comes to sensory marketing and setting up a restaurant business plan, you’re getting so much more out of the process than just a competitive advantage. Other benefits include:
1. Boosts name recognition
The stronger and more impactful your brand is, the easier it will be for people to recognize. Restaurants that commit to an authentic, distinctive brand identity are far more likely to be successful over a long period of time. Be memorable. Make it easy for people to remember your story.
2. Builds relationships with customers
Imagine trying to make friends with a person who didn’t know who they were, where they came from, or why they want to spend time with you. It would be difficult, wouldn’t it? This is the premise you should base your restaurant brand identity on.
The richer and more storied your restaurant’s brand is, the easier it will be for customers to develop a bond with it. The dining experience with friends and family is already something profoundly nostalgic and primal for any human. Still, the addition of a message and vision can really set the stage for connection.
3. Creates a memorable dining experience
If you can curate your restaurant’s dining atmosphere to be aligned with your brand vision, you can help customers indulge in a beautiful, memorable experience that they won’t forget any time soon. All of the world’s best restaurants have memorability in common.
If customers are still thinking about your restaurant the day after visiting it, you’ve done something right. Learning brand development can help your restaurant achieve the sense of beauty and momentousness that successful restaurants have.
Restaurant Branding Wrapped Up
At the end of the day, your restaurant’s brand identity serves to delight, inspire, and connect customers to your brand’s legacy. With the right vision in mind and a strong team of staff to guide it, anyone can develop a distinctive brand identity that customers love.
It might sound obvious, but even the best brand identities in the world need to be supported by a foundation of excellent service and food. You know you’ve got a winner when you marry these two things with an honest and carefully constructed brand persona.