Whether building an emerging franchise organization or restaurant group, marketing is not just important, but a matter of future success. The key is building a strong brand with consistency. If your company is already off the ground, you no doubt have a name and have begun building an identity. The next step is to construct the characteristics of the brand including a franchise advertising strategy and a cohesive restaurant brand design!
The first step to finding the right look for your brand is to narrow down your target audience. This is extremely important as it will affect the look of your physical space and your marketing. Are you trying to appeal to young children and their parents, to the elderly, or to a smaller niche group in the middle? Everything flows from this decision.
It is also important to understand the demographics of your target market and how they communicate and receive information. If done correctly and clearly, you will find it is easier to capture their attention and their needs will be put front and center.
Similarly to finding your target market, delivering a powerful message also requires a thorough thought process. Do you seek to provide the absolute highest level of service in your market? Is your goal to provide the lowest cost option for your customers? Maybe you merely provide good food or a good experience for value-oriented consumers? Honesty is extremely important here!
Many companies fail because they do not understand who they are or who their targets are. You cannot be all things to all people. There must be something unique about your brand!
Take Apple, for instance. Apple is known for easily understood technology and the groundbreaking design of its products. Similarly, Domino’s is known for consistently delivering pizza quickly, just as Nordstrom is known for outstanding customer service. Of course, Walmart is known for low pricing. So what is your brand known for? What do you want it to be known for?
After delivering a powerful message to your target customer, it’s time to develop a sense of consistency among your franchise advertising or restaurant brand design. Consistent communication is critical!
This not only means that all locations need to communicate your message, but that everything the customer sees needs to work well together. Here is a quick list of marketing related tactics to coordinate:
- Email messaging
- Social media posts
- Signage, inside and outside
- Point of Purchase materials
- Marketing materials such as brochures, business cards, rack cards, gift cards or gift certificates, flyers, and posters
- Training materials, including manuals and training aids
- Menus and menu boards
- Forms, invoices, delivery receipts
- Bags and packaging materials
- Television, Radio, Direct Mail, and other Advertising Media
- Grassroots marketing, including sponsorship, donations, and community involvement
- Promotional products
Now that you have the three main components of effective restaurant brand design and strong franchise advertising, it’s time to take action! As a natural first step, we recommend creating a marketing plan and put down in writing your target audience as well as your unique message to that audience. You also might find it helpful to hire professional design help to create a consistent look that appeals to your customers! Carry the look across all media platforms and ensure that it shines through.
In the case of franchise advertising, be sure to incorporate a strong marketing effort in your dealings with franchises. Have each franchisee create a marketing plan and ensure they understand how to execute your message. Use a web-to-print company who can help you control your branding while making it affordable.
Additionally, strongly encourage or require the purchase of a new franchisee marketing kit, and open lines of communication to inspire your franchisees to share their best ideas. Most importantly, make sure new franchisees spend an appropriate amount of their budget on advertising and marketing when they open. Start them off on the right foot!
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Successfully establishing a strong brand for your restaurant or franchise organization will help your company drive sales growth and profits forward. A strong foundation will instill confidence in your clients, turning them into loyal customers. If you are looking for help with any of the aforementioned tips, contact the experts at The Print Authority. With over 28 years of experience, we will ensure that you have a well-built brand moving forward.