Why Develop a Restaurant Brand Guide in the New Normal

The hospitality industry relies on building connections, and even with a global pandemic, that is not about to change. People crave positive connections, and they used to get those in bars, restaurants, hotels, and other public venues.

However, the pandemic has forced people indoors and business owners to prioritize short-term financial gains, which means strategic plans are set aside. It shouldn't be the case—strong brands create sales, not the other way around. Having a brand guide for your restaurant will help you prepare for success. Here are things you should know about having one.

Brand Guides: What Are They?

A brand guide is a visual representation of a business's values, mission, and vision. It lets the reader into your brand's heart and soul and gives your plans strategic clarity. Readers understand your brand's personality and the direction you want to take it with a brand guide.

It also covers practical aspects of communicating your business. Things you typically find in a brand guide are the company logo, brand story, official fonts and colours, images and videos to use, and tone in messaging. Restaurants should also include their menu and the entertainment they offer in the establishment.

With a guide, you ensure consistency in the execution of different aspects of your brand. It serves as your employees' reference for how your brand should look, feel, and sound. When you are consistent, it is easier to generate customer loyalty, be unique, and drum up sales.

Your Brand Is How Your Audience Sees You

Often, independent bars and restaurants do not pay attention to their messaging. They use different fonts, colours and styles for their signage, displays, and menu boards. They might also use contrasting colours for their walls or clashing furniture and plating styles.

Guests looking for the total experience will not find this appealing. Keep in mind: your brand is how your audience perceives your establishment. If you want to attract a specific type of customer, you should shape your brand accordingly.

How You Can Develop a Brand Guide

Developing a brand guide will help you stay true to your central promise. For example, if your restaurant is all about home-style cooking, you have to capture the essence of rustic, home-cooked meals in everything, from the product to the pricing, décor, and messaging.

When developing a guide, you cannot start with extraneous details. If you do this, you will get lost in the dozens of components that form a brand. Instead, focus on your business's core values and goals. Think of why you've built your business and the expectations of your guests.

After you've gotten to the core, you must examine every piece of marketing material you've created and released. Include both paper-based and digital collateral. If you see discrepancies, you need to have a plan to make them consistent moving forward. Your published items should align with your story and appeal to your intended market.

Then, you need to name your intended market and reputation. Doing so gives your brand focus—your posts and advertisements will always sound better if you have a person in mind when you write. The same is true for visuals—you need to use the typography, colours, and elements that appeal to your ideal customer. Other elements that should be in your guide are the interior design, curb appeal, plating, and the use of consumer-engaging technology.

Conclusion

A brand guide outlines what sets your business apart from your competitors, and lets employees know why consumers resonate with it. Companies are more than just their offerings—they are sources of narratives that people tell themselves. When your customers find it easy to explain why they consistently choose you over similar providers, you know that you've created a brand that lasts.

Headstartt helps you launch your business with powerful, intentional branding and marketing. We provide branding consultation services for retail and food businesses in Vancouver, helping small enterprises tell their story and amplify their voice. Schedule a consultation today!