Sunday, July 20, 2014

Establishing Brand Identity for Restaurants

Say you have a small diner that serves good food at a fair price. You’ve been doing well, but something just doesn’t seem right about the branding and its effect on customer recall. A sit-down with a brand marketing strategist can help you uncover the answers and how to act on them.

Audience
One of the most important elements of a brand is how it is relatable to a target market, especially when you are talking about a restaurant. The brand design needs elements that the audience relates to. For example: if your diner caters to people with a soft spot for classic Americana, focus the branding around cues from the 1950s to 1960s, such as curving lines, bright colors and slightly jumbled letters in circles that still spell out a word. The branding should go right down to the menu and the setting of the diner, be it a heavily refurbished place or even a modified Airstream trailer.
Look and Feel
The logo helps define a restaurant’s branding, but extensive thought must be put on the choice of color and styling to make it distinctive from the competition. Color choices for the logo assist in creating the appropriate mood when customers come over, as certain colors can trigger a desire to eat.

A restaurant with a clearly-defined branding will endear itself to customers who want to try something different. Don’t forget the tasty food that will light up their palates!

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