There are over 800,000 restaurants in India alone, and if you include fast food and franchise businesses, that number easily reaches past a million. With this number increasing proportionally to the population, that’s a lot of restaurants. So, what do you do stand out and stay profitable in such a crowded and competitive market? The answer is to build a successful restaurant brand that is out of the box, strong and impactful and that clearly stands out from the rest.
Though, building a strong restaurant brand is not as easy or straightforward as it sounds. To be frank building a brand is much more than just designing and having a good restaurant logo. It requires a lot of hard work to create something that your customers can easily relate to and keep coming back.
The most important thing is to differentiate between branding – the way things look, feel and tone of voice – and brand – which includes the former but makes up the perception of your business as a whole.
So let’s get down to how you should actually build a successful restaurant brand, step by step.
1. Segmentation Of Your Restaurant Brand
A successful brand needs a solid foundation which also means that it’s sub parts should be defined, thus this step is very crucial. Start by taking a paper and writing down what actually your brand is all about. The important questions to answer here are:
By answering these simple questions you will get the cornerstones of your brand, your beliefs, purpose and values.
One of the most important thing in the process of building your brand is, your unique selling point (USP). Without a clear and strong USP a brand will always lack what it takes to be successful. Having this written down and displayed somewhere prominent is useful as you’ll want to refer back to this throughout the process of developing your brand.
2. Brand Positioning Of Your Restaurant
After knowing your “why” the next step is to move onto your “what” and your “where.” The main reason why you need to effectively position yourself in the market is to allow you to easily and effectively communicate with your prospective customers. The most important points to decide on here are your 4 P’s:
There are a lot of tools that can be used to help make this process efficient. One such tool is the CirQ POS. By giving you an overview as well as a detailed study of your restaurant with the ease as an add on it can be used as an effective tool to optimize your business. The end result is a great overview of your brand and business.
3. Finding Your Restaurant’s Identity
Coming to the next step, it’s time to start thinking about the “how.” Here the thing to focus on is your brand voice. It is a vital part of what makes your brand unique and is the main tool for communicating with and marketing to your customers. The personality of your brand, how you speak and act, makes up your restaurant identity and that is what attracts and retains customers.
Pick up from describing your brand as if it is an actual person. Try doing that within three words and then elaborate on each until you have a good understanding of the personality of the brand. With this done, rest of the things should be comparatively easier. To simplify, once you know the ‘type’ of your brand it is easier for you to figure out how your brand should speak and communicate to its customers.
4. Enhancing Your Look
With all said and done, the importance of the look of your brand can never be denied. It is something that can make or break your brand. While creating a brand you want it to reflect all the things mentioned earlier in this article and most importantly it being something exceptional and that stands out. The look of your brand is the first thing that your potential/existing customers see and react to much before they go on and read what you’ve got to say.
Just as important as always serving great food or providing quality service is being consistent with your brand. Your main goal behind every interaction you have with your customers should be to strengthen and emphasize your brand as you’re building a relationship with them.
Be it social media, your own website or paid advertising, the way your brand talks and projects itself should always be consistent.
To sum up however good you are at the earlier mentioned steps having a good product and brand to back that up is a must. Your brand is only as strong as its weakest component and impacts your ability to build a relationship with your customers.