Updated: Apr 8, 2020
Truly, it's time to rethink your brand, revaluate your core values and setting new goals. So how do you go about it?
In the midst of the unfortunate event such as Covid-19, almost every industry is slowly come down to hault. The epidemic effects everything and everyone on its path. However, some restaurants are still striving while others simply come close to non existing. After throughly analyst during this down time, I think I have the check-list that set them apart. In the overall view, it comes down to what most resturants have been doing or not doing in past previous 18 months or so.
"We're still surving this epidemic with a sense of hope. Thanks to our regulars, loyal customers, our to-go orders and deliver services are what keep us going. This is not an accident. This brand was built upon specific tactics." - Manager.
If you were to build a brand around your restaurant. It's must build a strong brand. It's because strong brand has a significant benefits.
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.
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
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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