July 7, 2014 | By Ron Miller |
A couple of weeks ago I wrote about restaurant branding. This week I thought I’d write about how to use your brand to create effective advertising that will grow your business. To recap, there are four parts to your restaurant brand:
- Reputation: If yours is like most restaurants, you’re pretty involved in your community. You donate, sponsor and host a wide variety of civic programs. This is part of your brand. Make sure your involvement is visible.
- Reliability: Consistently delivering quality food, in a consistently clean location with consistently good service. People need to know they can rely on your restaurant and recommend it to their friends.
- Reviews: Now days, everyone is a restaurant critic. Yelp, TripAdvisor, Facebook and dozens of other websites make it easy for your customers to score their visit. Instead of fearing them, what do you do to make it easier for them to review you?
- Represent: Your brand is bigger than your logo and actually a part of all of your graphics. What fonts are selected for your menu and the color palette that connects your interior to your signage is all a part of your brand. Don’t do your logo as a one-off.
These four things represent your brand, but even more, they represent the things that will differentiate your restaurant. Marketing, and your brand is a part of that, exist to get customers to choose your place over someone else’s. The best way to do that is to take these for elements to your brand, and use them in your advertising. Here’s an example:
Outlier’s is running an ad in a local direct mail book. It’s a simple ad but there’s a lot going on. The first thing you notice is the way they are representing themselves. It’s a memorable image that creatively demonstrates their name. The colors are warm and dark. The logo uses serifs (those little hooks on the edges of the letters) giving the ad a somewhat formal look. The tagline, “Inspired Food” tells you that the food might be unique. Without knowing anything else, can you picture what the interior of this restaurant looks like?
The ad copy consists of three bullet points.
Each one addresses elements of their brand:
- We know they have a solid reputation: Outlier’s has been in business for 16 years.
- We have a sense that their food is reliable: they they have an unusually sounding, “famous” smoked prime rib burrito.
- We know that they get great reviews: they have great french fries.
The bullet points, along with the design of the ad, give us at least four reasons to go there, each one very different, and each one relating back to the elements of their brand.
- Did they effectively differentiate themselves?
- Do you want to eat here?
Notice they didn’t run a coupon in this ad, but still you read it and want to try it.
My next branding article will cover how to best communicate your brand in social media. If you like this article, please click one of these buttons below and share it! Thanks.