Monday, January 9, 2012

The Elements That Make A Strong Brand

In our previous blog post, we looked at how branding has evolved over the years and how it goes more than just printing custom restaurant supplies such as custom cups and custom beverage napkins. Today, as promised, we are following up that post with the elements that make a strong brand.

1. A strong brand is significant. Customers can immediately identify it and understand its message.

2. A strong brand is representative. Customers can identify themselves to the brand and to what it represents.

3. A strong brand is relevant. Customers must see coherence in what you say and in what you do.

4. A strong brand is efficient. You can’t please everybody but those you have chosen to please must be satisfied by what you offer.

5. A strong brand has promise. It must give added value to customers.

6. A strong brand is unique. Remember what we said about unique selling point (USP)? Your brand must be easily differentiated from competition.

7. A strong brand is focused. You must know who your target market is and how to implement your branding strategy. Like we said, it does not end with printing custom beverage napkins or custom cups.

8. A strong brand is sustainable. A strong brand lives on.

9. A strong brand is credible. A strong brand delivers on its promises. The promises need not be extravagant. The important thing is that you do what you say you will do.
Note that these elements do not just refer to the visual aspects of branding (slogan, logo, symbols, custom restaurant supplies such as custom beverage napkins, among others). These elements should be seen in the kind of product and service provided by the food establishment.

Remember: a great restaurant brand is built on a whole concept integrating cuisine, service, visuals, and all other aspects.

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