Beyond good food, what if the success of great restaurant brands was not also based on the construction of a successful brand identity? Essential for a restaurant, a brand identity allows you to make an impression on your customers, while distinguishing yourself from the competition. What are the key steps to create a brand identity? How to make it fit your concept? In this article, we give you the 5 essential steps to create a brand identity that reflects your restaurant.
Definition of brand identity
Brand identity is the DNA of your restaurant, it is present everywhere: on the logo, the menu, the decoration, the site, the staff's clothing, etc. Brand identity encompasses the values, visual elements and messages that have been chosen to represent the restaurant. It determines how the brand will be perceived by your employees, your customers, your suppliers and your competitors. In short, it represents the overall image of your restaurant.
Brand identity in the restaurant industry is based on several elements that can be separated into two categories: visual and non-visual elements.
The visual elements are all the visual supports related to thevisual identity.
The non-visual elements are: the history of the restaurant, the values, the concept, the tone, etc.
Nuance, nuance... It is important to distinguish between brand identity and brand image. Brand identity is how the restaurant wants to be perceived, while brand image is how customers actually perceive the restaurant. Brand identity is designed to be more sustainable over time than brand image, as customer opinions can change over time. With this distinction made, we can continue... :)
Designing a brand identity requires a process of reflection and creation.
Its objectives are to:
- give visibility to your restaurant,
- tell a story through images (storytelling),
- give personality to your restaurant concept,
- bring coherence to your communication,
- build trust and credibility,
- attract new customers.
A successful and well thought-out brand identity will inevitably have a positive impact on the development of your restaurant. You must leave nothing to chance in building your brand identity and nurture it through all communication channels. This is what will allow you to mark the minds of your customers, while distinguishing yourself from the competition.
👉 To go further: How to find a name for your restaurant?
1. Analyze your concept: its strengths and weaknesses
The first step is to ask yourself what makes your restaurant unique and original? What are the strengths of your project? What do you offer to your customers compared to your competitors? How do you stand out?
When designing your brand identity, you need to consider the advantages and benefits that your offering will bring to customers. By answering these questions, you identify the strengths and weaknesses of your concept.
This step is based on several aspects:
- Strengths: the strong points of your restaurant/concept, which distinguish you from your competitors. What is your reason for being?
- Weaknesses: the weak points on which you must improve.
- Opportunities: innovations and trends in the restaurant industry.
- values: the principles that define your establishment and the service you wish to offer to your clients.
2. Identify your clientele
The more you know your customers, the more you can reach them! You won't build your brand identity the same way if you're targeting students or business people in a business district. Understanding what your future customers want from a restaurant is crucial to creating a brand that consumers will love. You need to analyze the restaurant environment in your neighborhood, understand your target market and propose a menu price and concept.
The ultimate goal is to convince the target customers to cross the threshold of the door because the offer perfectly meets their desires, expectations and needs. You need to know your future clientele, by conducting a market study on the type of people who live in your area. It is important to identify what they like, their expectations and their limits. This market research will also help you in the development of your restaurant's business plan.
3. Create your restaurant's visual identity
A strong brand identity means a strong visual identity. Once you have identified your target, it is time to focus on the visual identity of your restaurant. This one gathers all the perceptible visual elements relative to thegraphic universe and the design: the logo, the colors, the typography, but also the decoration, the furniture, the general atmosphere...
The logo of the brand
The logo is the cornerstone of the visual identity of a restaurant. It is essential for communication and must reflect its image and its offer. The logo is composed of various elements such as typography, colors, signs, shapes... It can be accompanied by a slogan to attract attention. The logo must be adaptable to all types of media: website, business card, staff clothing, etc.. It must be captivating, simple, original, easily readable and timeless. That's all it takes!
For example, Bao's has their logo on their bags, their packaging, on the walls of the restaurant... And their logo is very simple, but the typography and the color of it perfectly reflects the identity of the brand.
Typography and colors
The selection of a color palette is a key element in establishing your company's visual identity. It offers a wide variety of possibilities for creating unique designs while maintaining consistency with the brand image. However, using different fonts can be risky if not managed properly. While font blends are very popular right now, that doesn't necessarily mean they are right for your business. It's important to think carefully about their use to avoid confusion or inconsistency in your visual communication.
The decoration and the atmosphere of the restaurant
Successfully decorating your restaurant is not enough. It is also important that the atmosphere is in line with your brand identity, so that customers will find it consistent. With the help of a decorator or an interior designer, you can find the ideal furniture in the materials that match your brand identity.
Get help from others
A visual identity is designed by graphic artists, designers and image and marketing specialists. They work together with you, based on your specifications.
4. Create your own website
The website is the second window of your restaurant! It is the place where you will communicate, develop your marketing actions and sell your products. The home page must reflect your own identity. The tabs can present the history of your restaurant (storytelling), the concept, the menu, the online ordering, etc.
Did you know that? Registering a name with the National Institute of Industrial Property (INPI) is a mandatory procedure for any company wishing to protect its trademark or trade name in France. This protection can help prevent unfair competition, strengthen the company's reputation and protect its intellectual property rights... For a renewable period of 10 years.
This involves the payment of filing fees and the provision of certain documents, such as a description of the trademark or trade name and a list of associated products or services. This is an important step to protect a company's intellectual property rights in France.
For example, What the Foc ?! is the temple of Parisian focaccia and their website reflects 100% their brand identity. You can find the colors, the typography, the logo, etc. It also allows them to develop online orders, highlight their menu and team.
5. Communicate on social networks
Create a buzz on social networks and make your audience adhere to your brand! Your digital strategy must be well-tuned and use the codes of your identity.
To do this, regularly post photos of your new dishes, videos telling the daily life of your team, new promos, etc. The content creation is unlimited and you will quickly become addicted! The goal of the game is to get people talking about you, to remind your audience that you are still there and to make them want to (re)come to your place.
In short, the success of your restaurant lies in the quality of your cuisine, but also, and more importantly, in the strength of your brand identity. It is the key to your restaurant's success in building trust and emotion with your customers.
For example, Alfi is a social media star with more than 23K followers on Instagram, he handles this tool to perfection. We can find the emblematic colors of his restaurant: red. In addition, he regularly publishes photos of his dishes: the Alfi. All his brand identity is visible on Instagram, which also makes his success.
👉 Going further: 11 Instagram post ideas for your restaurant.
Big Fernand Case Study
Big Fernand's success since its inception in 2012 is a great example of a successful brand identity.
With its "franchouillard" style and offbeat spirit, Big Fernand has managed to seduce its clientele with its original and assumed brand identity. Whether inside or outside their restaurants, they have left nothing to chance.
Today, Big Fernand has 60 restaurants in France, Luxembourg and England.
👉 To go further: The Big Fernand x Innovorder success story
