Updated: Jun 5
The Benefits Of Strong Branding: Building Strong Brand Conveys Quality, Consistency, Brand Clarity and Customer Loyalty.
Your target market influences every section of your business plan. Before you describe how to define your target market, you’ll need to know a little about how your target market. Customer insights will have a significantly influence the development of your business plan.
Client: StarThai & Sushi Franchise, Siesta Key, Fl
Project: Defining Brand Target Market and Brand Consistency
Brand Manager: Chez Boodparset
Ad campaign digital/print design: Chez Boodparset
Team Staff: Thanks to our management team, staff teams, our talented chefs, investors and community.
The Power of Building A Strong Brand
1. Strong Brand Provides Clarity
Effective brand core value puts a stake in the ground that says to potential customers: “This is who we are, this is what we do, and this is why we do it.” Your customers will buy more confidently because they know what your brand stands for. Your brand identity is your reputation.
Brand identity is more than a logo or a style guide. Strong brand is a fully integrated part of the entire organization aligned around multiple touch points. Your brand identity is defined by how your audience perceives you. By defining our audience is the first step to building a successful visual brand identity. One thing I'm certain a brand drives shareholder value.
It's fairly to say that don’t leave your brand open to a variety of interpretations and customization. Your brand identity must be established right at the very beginning. Building brand promise symbolizes what you are standing for and what your brand isn't. It speaks about what you value from what you believe in, to what your vision of the world is.
Your promise is essential to your brand identity as much as your reputation. You must continuously strive to uphold it. A restaurant's brand promise represents your marketing identity - who they are, what they do, what kind of quality we provide, A brand promise is an extension of a restaurant’s positioning.
"I Wanted To Paint The Perception In Every Single One of Our Ideal Customers About Our Restaurant That This Is The Place Of Discovery. This Is A Place Where You Explore New Things, New Taste, Unfamiliar Sights And Experience Of Your Sushi Dinning." - Chez Boodparset
Strong Brand Creates Trust
Restaurant business is all about relationships, even when the products offered for sale might be perceived as commodity components. And relationships are based on trust. Without trust, there is no transaction. If a potential customer trusts your brand, he or she is more likely to buy from you. Developing a good relationship with the customers and how brand is perceived in the market is another key point in restaurant branding. Your promise is your reputation. You must continuously strive to uphold it.
"My Brand Manager Requests Visual And Wow Factor From Me, I'd Give Him A Reality Of My Imagination That People Will Never Seen Before." - Head Chef Ta.
In building over all brand experience, it's important that your campaign and value philosophy must be translate to all consumer touch points from product experience, customer experience, person to person, online presence to your content marketing. At our restaurant, we sell the experience, not the product.
Strong Brand Fosters Customer Loyalty
Many restaurants have customers they have visited for years. These are your loyal customers. If you show that your brand is worth trusting, customers won’t be tempted to make a change to a competitor. A brand promise is an extension of your restaurant's brand positioning. However, a promise, of course, is good only if it’s kept. It's fairly to say that don’t leave your brand open to a variety of interpretations and customization.
As marketer and chef, we can change how consumer attitudes towards food. It is all mental construct. If we can change their deception with wow factor and positive experience, we can the way they see food. It's about re-training their thinking. Changing your customer deceptions about food can lead to improving your brand experience, customer retention, gain more new customers, fill in more seats, brand exposure, more up-sells, perhaps change or improve your brand reputations. All these elements translate to increase in revenue and brand journey.
"Here is a powerful yet simple rule. Always give people more than they expect to get.” – Nelson Boswell
Strong Brand Gets Your Restaurant In the Game
To build strong brand awareness, it's only makes sense that you want to be where the conversations are. If you don’t have a strong brand presence, you might never be found by potential customers in the early stages of their buying process, and you won’t be in the game when it’s time for your customers to make a purchase decision. Your business does not have to be a completely new idea, but your brand does. And the clearer you are about your positioning the easier it is for potential clients and existing customers to see themselves in you.
Measure. Measure. Measure!
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. Knowing who our consumer is, is critical when establishing your marketing budget, define your target audience, and brand unique selling proposition. All these key elements are, in fact, influence on your business plan in a great deal.
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