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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