Restaurant business is booming day by day. Opening a restaurant can be exciting, but being able to make it visible to your customers is what makes it profitable and sustainable. We can see hundreds of restaurants everywhere we go. Most of them shut down in short span of time. The reason being a bad location, poor concept, mismanagement and above all- poor branding.
Branding of a restaurant is all about communicating values of restaurant for better experience. It is understanding why people are coming or should come to your restaurant and delivering accordingly. Creating a memorable experience and visual identity comes way after understanding and identifying the target group of customers.
Here are few ways of branding or rebranding a restaurant.
Identity: Today, every other person wants to open a restaurant because it is profitable. Hence to stand out, the first step should be creating a unique identity. This identity does not mean visual identity. This means figuring out name and theme/concept to find out the main purpose. Knowing this will help to find out your values. The name should contain a story in it. Also, name length, ease of pronunciation will help in remembering it easily. This will not only help to find out best in you but will also make you different than the rest. More than that, it answers why people should visit you and not your competitor. For example, people visit majorly Bajeko Sekuwa for sekuwa, Aangan for Indian and vegetarian food, Bota for different varieties of Mo: Mo and Himalayan Java for coffee although there are other food items which are served it is what defines them.
If you are already running a restaurant and thinking of rebranding it then you need to review the previous branding goals. Did you meet them perfectly? If yes, then why do you want to rebrand? If not then what were the hurdles? Make sure the goals are realistic according to consumers mindset. Knowing your strength and weakness can help to improve in a better way. so, focusing on that can help you.
Logo: The logo should be able to reflect the story of name and every team member should understand it well so that it can be well communicated. Type of logo ( Simple, complex), the typeface used in elements helps guests to have the perception of how formal or casual the restaurant is.
Communication: Brand is highly affected by communication of brand. Everything done must align with brand. The voice of brand must be clear, loud and consistent in all platforms. From social media to websites, from visual identity to staffs, you should consider planning for everything. These things will communicate the voice your brand carry and build the personality of brand you want.
Consistency: Consistency will create patterns on how people will perceive the brand. Every element of branding should be consistent. The audience should encounter the core message, visual branding, and all other branding elements frequently. From uniforms and menu to service, everything should be consistent. This will start creating positive brand reputation contributing directly to the brand name.
Brand Application: Building brand of a restaurant is all about creating amazing dining and making brand involve with customers. Perfect branding is all about making customer interact with all elements of the brand, from advertisements to marketing elements, from staffs uniform to the way food is served. For example, if the slogan of a restaurant is “We Serve with Nepalipan” it means interior, the way food is served, staff dresses and so on portray Nepalipan. The implementation part is important above all.
It takes time to build a strong brand in any sector. It is similar to restaurant. But once a brand is built, it will generate not only customers but a legacy. When a brand is created, it creates loyalty in existing customers and gives cues to future customers. Developing a brand for a restaurant is all about providing the management a competitive edge.
By : Ajay Pandey
