Restaurant Rebrand Series: How to Keep Your Restaurant Brand Consistent Digitally
When you think of restaurant branding, the first things that might come to mind are logos, colors, and interiors. While these are all important, your digital presence is a huge facet of branding that is often overlooked. Maintaining your digital channels is imperative to ensuring your brand’s identity stays consistent across the board and that your customers can be sure they are in the right place when attempting to interact with your brand online.
Update or Develop Brand Guidelines
You will first want to update or develop brand guidelines (also known as style and media guides), and share them with your entire digital team so that everyone is on the same page. Be sure to include typefaces and fonts used, colors, and appropriate use of the logo.
Once you set those guidelines, it’s time to ensure your digital presence is consistent and supports your restaurant brand.
Translate Your Brand’s Voice to Your Online Platforms
Your brand’s voice developed from your core values and reflects your customer base. Be sure that everyone involved in communicating digitally on the brand’s behalf knows of that voice and uses it appropriately. sweetgreen’s core values are all based around sustainability and the solutions they use when sourcing their restaurant ingredients. Their online presence reflects this in the way they highlight their menu offerings and how they provide solutions to customers who write in about problems they run into when visiting their restaurant.
In 2014, Wendy’s determined that their target customers were digitally adept millennials. From there, they began quickly adapting to Internet culture by getting into comical “arguments” with their competitor brands and tweeting fun responses to their customers that contacted them. Their audience loved it, and they’ve since gained an online reputation that aligns with their brand’s values. In their words, “we like our tweets the same way we like to make hamburgers: better than anyone expects from a fast food joint.”
Keep Social Media Profiles Up to Date
Any time your brand goes through a logo change or launches a new product, be sure to update your social media profiles immediately. This will ward off any potential brand confusion from customers who may have seen a different logo with your brand elsewhere.
Maintain Your Restaurant Website and App
Review your website and app once a week to ensure everything is up to date and that your team is correctly implementing all aspects of your brand guidelines. Don’t forget to check in with your support team to note guests’ issues and address any issues in upcoming app updates. Make sure all the menus on your website and app are up-to-date with any changes and seasonal offerings.
Ensure All Creative Content Relates Back to the Brand
When you create digital content for your brand, whether it be a photo, video, copy, or ads, designate a specific team member to review each asset adherences to brand guidelines. All content should incorporate the same fonts, color HEX codes, and correct logos. It is important that your team implements quality control so you are only publishing high-quality content that reflects on your restaurant brand. If applicable, let brand influencers or freelancers who make content for your digital channels know of any changes or if they should use different language when discussing your brand.
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