Restaurant Branding and Design

Updated September 17th 2013

Restaurants need an effective and consistent brand strategy that features their personality and also provides a clear method of increasing brand awareness and recognition among your customers. There are many effective ways of developing your restaurants brand.

Restaurant branding basically involves using messages, designs, and symbols to market the restaurant effectively to your customer base. You need to keep everything within your brand consistent. You should feature a consistent message on all your communications and marketing materials including menus, visuals, and the website. Remember that your employees also reflect your brand in the manner in which they interact with customers.

It’s always important to consider the target market as well as consistency of appearance and message being relayed when developing your branding techniques. The restaurants design concept should match with the type of customers you are targeting. The marketing materials as well as the restaurant design need to feature a consistent image and message for effective branding. All your menus, signs, advertisements, interior and exterior decorations should use the same if not similar design. This ensures that your customers are able to associate a given design, image, and message with your restaurant. Avoid sending out different messages when marketing your restaurant as this will result in confusion and reduced business. Remember that customers always turn to strong and reliable brands whose reputation precedes them.

You can simplify branding with creative design and marketing:

1. Picking the right colour scheme – You should always consider the effect that colour schemes have on the customer’s mood and appetites. Research shows that colours also influence customer’s decisions and as such always choose the right colours that stimulate appetites. Avoid those colours that will have a negative impact on your customers, but if you have to incorporate them in your design, then do so in moderation. You should also stick with a given colour that customers will be able to associate with your brand. A free colour guide is available on www.logosgurus.com or in our resources.
2. Designing unique and impressive Logos – Unique logos are vital for restaurant branding. It is a very effective marketing tool especially if customers learn to associate your logo to your brand. Avoid logo designs that look very similar to those of your competition. The logo also has to match your concept in order for it to send a consistent message about your restaurant. If you are unable to create the appropriate logo, you can always hire a professional designer to come up with a suitable one. Always ensure that your logo is featured in all your marketing materials such as advertisements, visuals, bags, menus, and more for effective branding. Check out www.logosgurus.com for cheap logo design development.
3. Using creative Slogans and spokespeople- These are also effective for brand recognition but they should be used with caution to avoid consumers interpreting it as a marketing ploy. When used appropriately, slogans and spokespeople will enhance brand loyalty.

 

Apart from creative marketing, you can also achieve branding through restaurant design. The restaurants interior and exterior design always have a big impact on your customers. You need to ensure that they consistently give out the same message for effective branding.  Here are a few methods to achieve this;

• Ensure that your logo is visible- Display your logo all through your restaurant. You can place it on your menus, on posters on the wall, on outdoor signs, and close to the point of purchase.
• Use a favourable colour scheme consistently- Get your customers to associate certain colours with your restaurant. The colour scheme should also feature in your marketing materials including the menus and walls.
• Ensure that all additional decorations match with your concept- Always make sure that other decorations such as lighting, seating, plants, wall hangings, reflect the general appearance of your brand.
• Ensure that your exterior design also reflects your brand- Your design concepts should also be visible on the restaurants exterior. This helps in marketing your brand to potential customers outside and generate more walk-ins.
• Find your restaurant design as well on your web, Facebook and even Email so you are consistent all the way through.

 

A unique design concept differentiates your restaurant from the competition. For effective branding ensure that you send out a consistent message in your interior and exterior design as well as all marketing materials. Remember that customers buy those brands that they can remember and relate to.

Written by Daniel Grossmann