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Restaurant Branding
Restaurant Branding
Restaurant Branding
is the cornerstone of all marketing.
Every restaurant has a brand,
but relatively few realize it. All successful restaurateurs are
aware of the brand their restaurant carries and are able to exploit
it. Indeed, the most successful restaurant operations have built the
brand consciously, and have it reflected in every communication, from
menu to press release. For those who do not think they have a brand,
or don’t know what it is, success is purely a factor of luck.
But
first, let’s review and update the basics. What is a brand and how
do you build it? What do you think of when you think of a brand,
like Kraft, Kellogg’s or Pepsi? Is it only a symbol and a name on
a package, or does it stand for something more? The answer is
obvious. Very simply put, a brand carries with it in an instant our
expectations of what we think our money will buy.
This
is just as true for restaurants as it is for package goods. So how
do you take your restaurant from just another name on the street to
being a brand?
For
some, restaurant branding is synonymous with restaurant advertising. Time was, when
restaurant branding was something you did by spending heaps of money on an ad
with your name and logo on the bottom. If people even noticed the
headline and glanced at the copy, the advertising was deemed a
success – almost always in direct proportion to how much money was
spent and how often the ad appeared.
But
today, a brand isn’t just a logo or a name at the bottom of an ad.
Today’s brands represent what the customer expects from the product
or service. Branding is your restaurant’s promise to customers,
employees, the community, the industry, and the media.
That’s
where we come in. Our goal is to increase your business by getting
people talking about you.
After
studying your operation and developing a concept of what your brand
should be, we build your brand by making sure that promise is
reflected back at every possible point to experience and remember.
The
QMG philosophy is to make improvements, not changes for changes sake.
If something works, we’ll leave it alone. Where we see
improvements are needed, we’ll explain what they should be and how
to implement them.
And
before we end, we’ll make sure that Menu, Service, Concept,
Positioning, and Public Relations – the five elements of successful
restaurant branding – are exactly as planned and working for you.
Want to see samples of our restaurant design work?
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