Designing the Brand for Your Restaurant or Cafe
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The online Business Dictionary defines branding as the “Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”
In short, your brand is what people associate with your restaurant or cafe. When they see/hear the brand, they think of your eatery. When they think of your establishment, they are recalling the brand.
Branding happens naturally. People who know your cafe will have specific associations. It may be something about the atmosphere in your cafe or something about the food. Wise business owners harness the natural branding process and present a brand to customers with which to be associated.
Brands Must be Unique to the EateryWhen thinking about color schemes for signs or logos, music for a theme song or any other aspect of a brand, be unique. If you are not unique, you may cause customers to remember a competitor when you are trying to get people to think of your cafe.
Creating a sign is the best way for a cafe owner to develop a brand. The sign will become your logo. Think about the color scheme in your cafe while choosing the colors for your sign. Use colors that are already in your decor. Two or three colors maximum is best; more colors in a brand sign are too busy.
The sign will include the name of your cafe. You may choose to add something such as a slogan. The font should also reflect the style of your cafe; for example, a fancier spot may have its name printed in a detailed script font, while a casual cafe is more likely to choose a block style font. Some fonts are so detailed or embellished with flourishes that they are hard to read; your sign must be readable, so choose carefully.
Take a look at signs in the area and aim to create a sign with different fonts and shapes than around town. This will help your cafe’s brand stand out and be memorable.
Use Your Restaurant’s BrandYour sign is, of course hung in front of your restaurant. It advertises that you are there. The same logo should be printed on your menus, wine lists, dessert menus, etc. Any information about your cafe that customers may take with them should have your branding on them. This includes business cards, paper menus, and brochures.
Your business stationery must have your brand sign as its header. The brand should also be included on your cafe’s Facebook fan page and the cafe’s own web page.
Anytime you advertise a special event, include your brand in the advertisement. A well designed brand will remind people of you anytime they see it.
Written by: Beth Taylor