The Restaurant Branding Guide for Beginners: Build a Brand that will keep the tables full.
All good restaurants have a lot more to offer than good food. It has a feeling. Your guests walk through your door or land on your Instagram page you make an impression. This is your brand.
Branding is a nebulous, costly indulgence for many first timers in the restaurant business. It's actually the backbone for loyal consumers, word of mouth referrals and long term revenues. Whether you've never considered it or not, this guide will explain exactly what is meant by restaurant branding and why it is important to you.
So, what is the true meaning of restaurant branding?
Your restaurant's brand is the full character of your business. From your logo to the color of your walls, that's not just your restaurant's branding, that's its message to the world! Your name is your brand, your menu language is your brand, the tone of your staff is your brand, your packaging is your brand, your social media feed is your brand, the list goes on for the playlist you choose on a Friday night.
It's like if your restaurant was a person, branding is their personality, appearance, reputation and values all rolled into one. A cohesive brand makes guests feel comfortable and familiar even before they've visited. That's familiarity that creates trust and that is what fills tables.
The majority of new restaurant entrepreneurs think only about the food and the restaurant business and rightly so. The reality is, though: in a competitive restaurant market, a stellar meal isn't enough to make your restaurant a memorable place to go.
Branding can evoke emotion. Once a guest emotionally engages with your restaurant, they aren't only coming back, they're bringing friends along and they are leaving reviews. Consistency is another benefit of branding. If all of your restaurant's elements are working together and on purpose, it conveys a sense of professionalism and attention to detail. Guests will know that you will give him the same experience time and time again.
Put simply, branding is a restaurant that people visit, as opposed to one to which people belong
Business Power: Your Restaurant's Personality.Your Restaurant's Personality.
You must first know who you are before you can create one logo or select a font for your business. Your brand voice is the voice and values behind all your restaurant communications.
What type of restaurant am I if you ask me?
- What is my personal moral cause: local ingredients, family recipes or zero waste?
What emotions do you want guests to experience while you're at home?
- To whom am I talking?
Your answers will help you craft your mission statement, your messaging, and your menus, signage and social media communication. A casual taco bar doesn't sound the same as a fine dining restaurant and that should not be a coincidence, it's a result of planning.
The most difficult aspect to describe is brand voice, but it affects all other decisions you'll make. Take the time to really look at it.
Your brand isn't just a one-way street; it's a two-way street that interacts with the folks who eat at your restaurant. Knowing your customers is an important aspect of creating a brand they can relate to.
Consider who's your perfect guest. Are they young professionals in need of a speedy lunch? Looking for a nice weekend meal for the family? If you're a couple that craves ambiance, you've come to the right place. Late night foodies with a taste for something adventurous?
Talking to your current customers is one of the most underutilised options here. Find out what they enjoy about your restaurant. What do they come back for? You will find out not only who your audience is, but what they appreciate and that's branding gold.
Typography is the medium through which your brand voice can come into existence. The fonts and lettering that you use for your web and social media, signage and menu should not look like a template, but rather like it was chosen on purpose.
A serif font is a traditional font style that conveys a sense of history and sophistication. A hand-drawn, bold typeface could be artisanal and heartfelt. Sans-serif fonts imply modern and minimalism. No matter what you select, stick with it throughout all touchpoints.
The typography is a bit out of sync, with a delicate script logo and block letter menus. Consistency, however, helps your brand be recognizable before a word is even read.
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Color is a very powerful branding tool for you, and one of the things that you as a new restaurant owner are overlooking. Colors have feelings and significance. Bright red and orange colors will help to boost your appetite. Blues and greens indicate freshness and tranquility. Luxor is evoked by rich burgundies and gold.
Have a color scheme of 3-5 colors that capture your restaurant's character and apply it to all aspects of your business from your menu to your packaging, your social media, your interior, your uniforms. Consistency is key.
Just take a look at successful brands for inspiration. Many casual and family-friendly restaurants feature vibrant and energetic hues. Neutrals are muted and soft for any upscale settings. In either direction, be sure your colors resonate with your personality.
The way you utilize visuals be it pictures of food, drawings, or the graphics—can have an effect on how your restaurant appears online and in print. In the age of social media, good food photos are essential, and one of your best marketing tools.
In addition to the photographs, consider the overall look of the photos. Minimal and clean? Rustic and warm? Bold and maximalist? Identify and follow a visual direction. You want your Instagram feed to feel the same way as your menu design and your website.
The logo is important yes, it is but more important than it's sometimes made out to be and more important than it is often given credit for being. A great logo is simple, easy to remember, and can be used on a business card, store front sign, and takeout bag. It should incorporate your typography and colors and be true to your restaurant's identity.
If your logo is generic, busy or doesn't fit with your idea, you are slowly running the risk of eroding trust from your guests. However if graphic design is not your forte, then this is one thing that you should consider hiring professionals to do. Your logo will be displayed on all. Make it count.
Your last, and most tangible asset is your physical space. Every ambiance, light, music and scent you provide in your restaurant are your brand's message to any guest entering your restaurant.
Your colors should be in your décor. Your music needs to be in harmony with your energy. The way your employees say "hello" to guests, the tone of their voice, and their overall demeanor should all be congruent with your brand personality. When it comes to all of these elements, visitors don't only eat what they experience.
After you've established your brand, it's getting it out there. Here are some useful tips:
All touchpoints should be the same. If you see your packaging on the street, or your Instagram post on their phone, your guests should be able to tell you the name of your restaurant without needing to read it.
It takes some time to build a restaurant brand. It won't happen in a week, and this won't be ideal from the start. It's important that you're deliberate about everything you do and that every choice you make, from the menu font to how your staff greets your guests, ties back to your sense of identity and your guests' needs.
Begin with your brand tone of voice. Know your customers. Build visual consistency. Well, show up the same way, daily.
This consistency over the years is what will also transform your first-time customers into regulars and your regular customers into the biggest advocates.
Your restaurant has a story to tell. Start telling it.
Looking for assistance to create your restaurant's brand identity from strategy to design? Since 2010, Asense Branding has been assisting businesses in creating impactful and meaningful brands. Visit asensebranding.com to view our work.
