The restaurant industry is an increasingly competitive space. As of 2020, there are over one million restaurants in the U.S. Moreover, as delivery apps draw more and more customers away from restaurants, attracting customers to make a reservation has never been more challenging.

Today, digital marketing has become a necessity. We are all constantly on our phones; the restaurant industry must do the same and find its customers where they already are: online.

Digital marketing can be a complicated beast, but before you feel overwhelmed by the prospect of creating online ads, establishing a social media presence, or engaging customers via the internet, let’s start with one of the simplest (and most important) concepts: the restaurant brand.

Today, we’ll provide a beginner’s guide for restaurant operators on what restaurant branding involves, how to create branded marketing materials, why it’s important, and how you can build a brand that makes a real impact.

The concept of branding

A restaurant’s brand is anything that contributes to how your customers remember you. If you think of your restaurant as a living entity with its own personality, values, and style, using your restaurant’s brand in your marketing materials will help convey the essence of that personality to your potential customers.

Everything about your restaurant (your logo, your menu, your customer service) and everything online (your social media channels, your digital ads, even your reviews) will contribute to establishing a consistent and recognizable brand.

Why restaurant branding matters

"Does having a restaurant brand really matter? Why does my business need personality?" you might ask. "Can’t I just have good food and good customer service?"

Think about your favorite businesses. They likely all have firmly established brands. Why? Because otherwise, they would be indistinguishable and forgettable. You wouldn’t know what they stand for. You wouldn’t know what to expect from them. You wouldn’t know if their products are right for you.

Take Wendy’s, for example: their iconic logo perfectly matches their friendly, family-oriented atmosphere.

By establishing a specific brand image as a restaurant, you communicate crucial messages about what your customers can expect from you. And with a well-defined brand, you will also be more memorable. Instead of being “that Italian restaurant with good pasta,” you become “that 1950s-inspired Italian restaurant with a relaxed and welcoming atmosphere, perfect for a family pasta night on Wednesdays.” Over time, customers will feel like they know your business and want to return again and again, just like catching up with an old friend.

The pillars of restaurant branding

Building a brand can take months or even years, but it’s never too early to start. These are the cornerstones every restaurant brand should focus on to succeed in today’s environment. Here are some restaurant branding strategies to get started:

Research your competitors

A restaurant brand not only makes you memorable but also helps you stand out as a distinct brand among a sea of competitors. So before you make any decisions about what kind of brand you want to create, start by doing a little research.

Explore other similar restaurants in your area. What kind of personality do they convey online and in person through their marketing materials? Do they have a distinctive style? What channels do they use to connect with customers? The more you know about your competitors, the easier it will be to carve out your own unique space.

Establish your brand personality

Think of your business as if it were a person. How would it speak? What would its personality be like? Once you decide on your brand’s characteristics, these key adjectives should appear in everything you do and all your marketing materials. This includes social media posts, menu text, design style, customer service approach, and even the style of the food.

Use the right channels

Choose the digital channels you will use to communicate with customers and spread information about your restaurant. For brands targeting younger generations, Instagram and TikTok might be the best options. Or, for restaurants aiming at an older audience, try platforms like Facebook or LinkedIn. You’ll also need to ensure your presence on Google Maps. Google Maps displays established businesses and is often the first stop for local customers.

Don’t underestimate the power of reviews

A whopping 90% of customers research a new restaurant online before visiting, so having an established and vibrant online brand can truly make or break your business. Many customers use Google Maps first to look for restaurants and check reviews.

In addition to creating social media channels where your brand can grow and thrive, you’ll also need to collect, organize, and monitor online reviews. Taking control of your online reviews also means managing your company’s online credibility and reputation; after all, first impressions now happen online through reviews, so they matter.

Build a brand people trust with Localyser

Creating a restaurant brand from scratch can seem overwhelming. That’s why working with an expert can take the burden off your marketing efforts, allowing you to return to what you love most as a restaurant operator: creating the restaurant you’ve been dreaming of.

At Localyser, we specialize in helping multi-location restaurant brands run successful marketing campaigns focused on their online reputation through positive reviews and Google Maps. We offer a restaurant reputation management system that can help you collect online reviews from multiple sources like Google Maps, respond to both negative and positive reviews, track customer feedback, and even encourage your satisfied customers to write more reviews.

Managing your online reputation can greatly help you create successful branding strategies for restaurants. Start with a free demo today to see how restaurant reputation management can transform your business.

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