“Brand consistency is the pattern of expression that affects what people think about your company. The more consistent your messaging, the more consistent your branding — whether via words, design, offerings or perspective. Your brand should build awareness and develop trust and loyalty with customers.”
Creating a consistent brand experience starts with finding designs that best communicate the values of your business and then using that design consistently throughout all channels and mediums. If your branding and design lacks consistency, it will communicate a lack of consistency in your business. Inconsistent brand experiences can confuse your customers, cause them to misinterpret your company values, and lose trust in the company. So it’s critical that you create a brand design that you can consistently execute in all forms and is perfectly clear in its messaging.
Develop Brand Guidelines
Developing brand guidelines with regards to style and usage will help ensure consistency in your branding. This will not only serve your customers well, but it will keep all members of your team focused and on the same page. You can do this by taking the time to develop a foundation that guides your messaging and aligns with your business goals and the needs of your target market.
You can see some examples of brand style guides here.
Brand as a culture
Your branding is how you communicate your restaurant’s vision and mission but it shouldn’t stop with logos and brand copy, your employees should embody your business values and deliver them to your customers. Employee training and internal brand loyalty can help empower your team to act as brand ambassadors. When your internal audience understands and embraces the brand, the more consistent the delivery of brand experience will be to customers.
Leverage Data to Optimize Branding Efforts
“Ultimately, restaurant branding ideas are just that—ideas. Starting points. The real work—and sometimes the most exciting work—comes from paying attention to how your customers respond to your marketing efforts and taking calculated risks to reach them more effectively.”
Tracking your business’s performance and customer data is easier than ever. And if you take the time to decipher this data, you can precisely understand exactly who your customers are and what they want from your business. This will help you optimally adapt your branding strategies and identity to best serve your business and its customers. As such, data aggregation and analysis can have profound impacts on your restaurants performance and should be taken seriously as an ongoing practice.
How Consistent is Your Brand Experience?
“As our ability to create and send marketing communications increases, it becomes easier to make a few missteps when crafting brand identity. The desire to be immediate can result in immediately confusing, distracting or detrimental communications that detract from the brand you’ve worked so hard to establish.”
Social media and other tech-based marketing platforms have made it faster and easier than ever to deliver your brand to your customers. But as we’ve seen, branding effectively and consistently is not always easy and making mistakes can be very costly. So it’s really important to develop branding strategies that function coherently and efficiently across all platforms before you start reaching out to your customers. Not only will this create consistency in your delivery, (limiting implementation errors) but it also makes quick work of your marketing efforts.