Updated: Apr 21, 2020
Client: StarThai Siesta Key, Fl
Project: Creating a Brand & Establish its Image and Core Values in All Touch Points
Brand Manager: Chez Boodparset
Ad campaign digital/print design: Chez Boodparset
Notes: I'd like to thank all my staff and management team.
"In the fall of 2017, I left a design agency and took on a project as a director of brand marketing for a new venture at a friend's restaurant franchise. Currently, I'm in charge of managing 3 areas; brand development, customer engagement, and advertising design." - Chez Boodparset
What Are Your Pieces of Advice to Someone Just Starting Out On Their Business Venture?
A successful marketing plan relies on data. For instance, web analytics can provides a wealth of information to companies about your audiences. It's because web analytics allows you to see people’s interactions with your restaurant, which teaches them ways to optimize the customer journey. As a successful business owner or marketer, knowing the profile of your target audience is extremely important. That’s step one, and all good marketing campaign relies on the fact that you’ve got this figured out. Here, I work closely with the owners, share holders and vendors on their marketing objectives to craft our brand strategy and campaign, and I ensure the right message is delivered to their target customers. Again, any successful marketing plans rely on data.
How Did You Begin to "Charter" This Project?
Set Your Goals And Write Down Your Mission. I believe in the idea that your business does not have to be a completely new idea, but your brand does. And the clearer you are about your positioning (personal or business), the easier it is for potential clients and customers (who are the right match for what you offer) to see themselves working with you. Unless you can pinpoint what makes your business unique in a world of homogeneous competitors, you cannot target your sales efforts successfully.
What Was Your Mission At the Outset?
Focus on your consumer. Getting to know your target audience allows your marketing to be finely targeted. Your brand identity should speak to your target market, addressing their specific needs in a language they can relate to. In this way, your message can cut through the noise of competing brands. How a brand is perceived in the market is what I'm passionate about. Understanding the consumer's needs and behavior to ensure that the service and product falls in line with their brand and resonates with current and potential customers.
What Was Your Mission At the Outset?
Sell the Experience, Not the Product. Here, I get a chance to bring my skills and experience to the table. This project gives me an opportunity to tell an unique brand story. This restaurant brand has amazing products right off the bat—excellent Asian Fusion and Thai food, and superb sushi. This is what sets them ahead from their competitors. They certainly set a high standard for their product.
StarThai definitely puts their heart and passion into their culinary standards. I had the opportunity to watch their chef at work one day. I truly admire their attention to details, the art of preparation, the decor, their overall presentation and of course the quality of the sushi itself. These are the qualities that set them apart from their competitors. I knew then I had something great to work with.
"In Brand Marketing, consumers are always at the center of what we do. A Brand Is A Person. It Is What People Are Saying About You When You're Not There.”
What Is Unique About Your Business?
Tell A Really Good Brand Story. We built this brand Identity from the ground up. After a meeting with the owners, we were intrigued by their original concept. StarThai & Sushi restaurant mimics Izakaya—a popular Japanese after-hours hangout, which has a concept we have never of heard before. But once we extensively look into it, we immediately felt in love with the idea. Collectively, we wanted the StarThai brand to be the place where the customers get to see something unfamiliar. When entering the restaurant, they are captivated by all their senses—the art on the wall, the color schemes, the energy of the place, the vibe of the people, and of course the greetings from our staffs.
We want everyone to be captivated by everything! From the sight of the traditional Japanese fabric dividers hung on the ceiling, the Japanese mirror art, our iconic bridge over our sand garden into our Japanese dinning room, the exotic lanterns in the doorways, to our retro sake bar, as if you were taking a journey through the back alley in the streets of Japan. This is truly an awesome place to hang out or be seen.
"This role has helped me to: stay on top of the latest design and marketing trends, grow a brand through good brand planning, build customer relationships, develop brand storytelling and become a better brand evangelist for my client." - Chez Booparset
If You Had One Piece of Advice to Someone Just Starting Out, What Would It Be?
Building an emotional brand connection is a big deal. Knowing who are we targeting is the driving force during the concept development phase. Finding ways to build a strong emotional connection with our customers to make them engage with our brand is crutial. We believe that building an emotional connection is personal. It builds on the consistent positive customer experience that we provide.
We want every single one of our customers to feel like they're V.I.P customers. Our food, our presentation, and our superb customer service reflects our sense of pride and passion for what we do. We want to be the place where our staff is know for their personal touch—a place where we know our customer's, what they like and dislike, and even their favorite drink.
Clearly establishing what your brand is all about has the power to increase the value of your business’s product or service by over 20 times. Telling your story is a critical part of building your brand. It helps to shape how people view you and enables consumers to begin forging a connection with you and your company. Keep in mind, a good brand story begins from its purpose, core values, and mission.
"Here, I get a chance to bring my skills and experience to the table. This project gives me an opportunity to tell a unique brand story" - Chez Boodparset
Distinctive brand assets do not develop overnight. It takes time and consistency for consumers to make the link between the assets and the brand. Identifying and measuring distinctive assets helps brands ensure they aren’t using an element that is associated with a competitor. Distinctive assets are valuable to a brand. They are used to measure how prevalent and unique customers think they are. The more prevalent and unique a brand is, the more recognition and loyalty it earns. Recognition + loyalty = profit! When all said and done, the restaurant business is unpredictable, and the only thing that you can count on is that everything continuously changes. You need to constantly measure your business performance so you know what’s successful and what isn’t. As an entrepreneur, you must know how important it is to see what works for your business and what doesn’t.
"It was an opportunity I couldn't refuse. I wanted to put my skills, experience and passion into the test. And I proved it!" - Chez Boodparset
Your Own Thoughts and Experience?
Ask"Why people should buy from you?" a question you should ask yourself as a restaurant owner or manager. Brand relevance comes down to trust. Brand trust is loyalty. Brand loyalty comes from brand experience. Some of the most successful brands are the most relevant brands. It's the fact that our own happiness and well-being are the most important! So make your brand personal. Telling your story is a critical part of building your brand. It helps to shape how people view you and enables consumers to begin forging a connection with you and your company. Good brand story telling begins from its purpose, core values, and mission. This is called your "Unique Selling Point Proposition".
2018-2019 Measuring Ratings and Reviews
Overall Customer Satisfaction: 90%+
Repeat Customers: Improved 65%+
Online Engagement: Increased 55%+
Website Visits: Increased 45%+
Online Weekly Orderings: 75%+
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