Many people have the misconception that branding is simply about having a good logo and promoting it. Unlike many other industries, restaurant marketing requires an emotional connection with its customers. They must have the ability to create a memorable experience through their marketing. It is more than just a logo, and this article will mention why.
What is Restaurant Branding, Really?
Although more than 50% of people believe branding is all about logos and colors, they often overlook the brand identity that truly defines a brand. Restaurant branding is the technique that changes or alters how people perceive your restaurant. Aside from a logo, it is the values, mission, and personality of a brand that come together to create an emotional connection with your customers.
Your brand is what people say about you when you’re not in the room!
For example, Starbucks is a brand that is not just known for its green logo. It is about the values, the cozy environment, the flavourful aroma of coffee, and the way they write and call your name. Their consistent service, flavors, and taste of the coffee across all the outlets is what makes them truly a BRAND.
Starbucks doesn’t just sell coffee; it sells its brand and sense of belonging.
Why a Logo Isn’t Enough for Your Restaurant Branding?
A logo is important, but it is not enough for branding. Here are several key reasons why a logo alone is insufficient for effective branding or restaurant marketing.
A Logo Doesn’t Tell Your Brand Story
A logo might give the potential customer a hint at what your restaurant’s vibe is, but it doesn’t tell your story. A logo won’t convey what your brand’s values are, purpose is, or how it originated. Every restaurant has its unique story, and if you have one, you must know how to attract customers with it. A logo won’t allow you to do that, even if you incorporate something specific in the logo.
A Logo Doesn’t Build Emotion
People connect with emotions and not graphics. Graphics are designed to attract people, making them more likely to open your website or feel drawn to it. A great brand like Coca-Cola evokes feelings of nostalgia, excitement, comfort, and trust. Coca-Cola once adopted branding strategies that created an emotional connection with its customers. Therefore, you must create an emotional connection with your customers so they will always remember you and your brand.
A Logo Can’t replace Experience
Imagine a restaurant website featuring a logo that’s both visually appealing and indicative of serving the best gourmet food. But when you visit their restaurant, you get to know that it is not. If your services are poor, your brand reputation will suffer. Retaining customers is also crucial and a part of branding.
Every time a customer interacts with your restaurant, they have an experience that can’t be replaced with logos. If their experience was good, even a simple logo would work well, but if their experience was poor, even a well-designed logo wouldn’t be able to replace it.
What are the Core Elements of Restaurant Branding?
To position your restaurant as a brand, focus on all aspects beyond visuals. Focus on their whole experience.
1. Work on Your Brand Story and Mission
Your brand story plays a crucial role in connecting people with you. It tells them who you are, why you exist, and what makes you unique. When you work on your brand story and mission, you are working on the depth and purpose of your restaurant.
2. Visual Identity Other Than Logo
Visual identity is not just about the logo; it is also about how our website looks. Your website serves as a digital business card, introducing people to you and your brand. People will learn about your restaurant from your website, so it must be visually appealing and functional too. Whether your customers are accessing it on a laptop, PC, or mobile phone, the experience must be seamless, with photos loading quickly.
The website must have your restaurant’s colors to showcase your brand identity. The more visually appealing your website is, the more likely it is to be remembered.
3. Brand Voice and Tone
Your brand voice and tone are something that connect with people. It must be conveyed accurately to the people. Your brand voice is how you speak to people, in person, online, or over the phone. You must watch over your tone when speaking to your customers.
- If you own a fine dining restaurant, then your tone must be elegant and casual.
- If you own a family restaurant, then your tone must be warm and calm.
- If you own a fast-casual restaurant, it might be witty and playful.
4. Customer Experience
Your brand is lived through experience. Every touchpoint matters — from the way your staff greets customers to the way your food is presented. Customer experience must be extraordinary to ensure everyone’s satisfaction and retain your customers.
Ask yourself:
- Is my service consistent? If it’s not work on it!
- Does the music, lighting, and ambiance reflect my brand’s mood? The Ambiance of a restaurant matters the most, so ensure it is cohesive.
- Do my staff embody the same values I promote online? If you are promoting your values online, then these must be fulfilled too.
When these align, customers feel a sense of authenticity — and that’s what keeps them coming back.
5. Consistency
Consistency is something that helps build trust and recognition. If your food, values, taste, and services are inconsistent across restaurants, you may struggle to retain customers.
Your content, tone, brand values, and more should be consistent across all platforms. Consistency shows that your restaurant is a must-visit destination and has the potential to become a brand.
If you are also looking forward to turning your restaurant into a brand that people talk about, then you must get in touch with a restaurant marketing agency. They will help you market your restaurant and turn it into a brand.
