A Guide to Restaurant Branding
Five principles for a fail-proof brand.
Creating a brand for a restaurant is different from other types of brand work. Not only is it one of the most competitive markets, it’s intimate. It’s food — and even more than that, it’s hospitality. When you focus on truly taking care of your guests, you can create a brand built on deep connection. If that sounds romantic, perfect. Light the candles and read on for our five principles for building a restaurant brand that’s built to last.
1. Bring your personality to the table.
Having a delicious menu is one thing, but the experience is what will bring your customers back again. The key is understanding your brand personality to the core. This will inform what parts of society and culture you tap into to create something memorable. From the big decisions to the small details — understanding who you are and who you serve will shine through.
At Paper Laundry, we take each client through an in-depth brand personality questionnaire. Because yes, knowing what type of shoes your brand would wear is actually important.
2. Create trust.
It’s what all great relationships are built on, and as we said, there’s almost nothing more intimate than preparing and serving a meal to someone. The way to create trust is through consistency. Show up with unquestionably excellent service and experiences at each touchpoint, and your guests will know that they can depend on you for the same thing every time.
Create trust in branding by showing up with a consistent look, feel, and experience in all your touchpoints.
3. Be bold, be brave (or be prepared to go home).
Every restaurateur knows the high failure rate of new restaurants. Instead of being daunted by this, let it be a challenge. Your brand must stand out — which is why restaurants are some of the most innovative and exciting spaces in branding. So get ready to go for it.
4. Be tastefully in vogue.
Restaurant brands should be flexible, leaving room for new surprises upon each visit. That’s why our usual advice to stay clear of trends doesn’t apply here. Trends can be a fun bandwagon to ride for a little while — and can help you come off as tuned in (so long as the trend doesn’t overstay its welcome).
5. Maximize every touchpoint.
Sure, you’ve got a website and a menu, but you also have take-out packaging, interior space, matches to grab on the way out. Be thoughtful about maximizing every interaction your guests have with your brand. Restaurants have many components to play with, so make use of them!
Are you looking to get a restaurant concept up and running? Let’s chat about how we can help you create a brand that beats out the competition. Get in touch!