Tuesday, January 3, 2012

Restaurant Files: The Evolution of Branding


Just because you invested in custom beverage napkins does it mean that you are effectively branding your food business. Printing out custom cups and custom beverage napkins is just a small fraction of the overall equation for branding success. Branding is a process that should be careful, deliberate and coherent and one misstep can ruin a carefully built image.

One way to understand branding is through its roots. Let’s analyze two definitions of branding from two different periods.

Oxford dictionary definition 1934:
Brand: 1. n. Piece of burning or smouldering wood, torch, (literary); sword (poet.); iron stamp used red-hot to leave an indelible mark, mark left by it, stigma, trade-mark, particular kind of goods (all of the best bb.). 2. v.t. Stamp (mark, object, skin), with b., impress indelibly (is branded on my memory)

Oxford dictionary definition 1980:
Brand (noun): a trade mark, goods of a particular make: a mark of identification made with a hot iron, the iron used for this: a piece of burning or charred wood, (verb): to mark with a hot iron, or to label with a trademark.

What we see here are two different viewpoints on branding from two different generations. During the 30s, branding was seen as a literal mark of identification. In the 1980s, branding gained its commercial and marketing value. Based on these simple dictionary definitions alone, one can gain an idea on how to start an effective branding campaign. It has to start with product identification and then eventually evolve into something more psychological so that it will be etched in the customers’ minds. So you see, your custom cups and your custom beverage napkins are just the beginning. As time goes by, you should take into consideration the elements that make a strong brand.

What are these elements? Come back next week and check us out for the second part of this blog post.

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