Original Article by Sioban Schmeding published January 23, 2018
A business’s brand voice isn’t merely promotional words; it’s the heartbeat of its identity, resonating through every interaction with customers. Defining your restaurant’s brand voice is critical for standing out in a highly competitive market. From your menu design to your social media posts, your brand voice shapes perceptions and builds loyalty. Here’s how to craft a restaurant brand voice that captivates and endures.
Understanding Your Audience
To create a compelling brand voice, start by understanding your audience beyond the walls of your restaurant. Dive into demographics, local trends, and communication preferences. Whether you’re in a bustling city center or a quiet suburb, your brand voice should speak directly to your ideal customers.
Reviewing the latest Census data on area demographics is a great way to understand trends. Join local chambers and networks to mingle with the community first-hand. Identify the preferred hangouts and common activities of your target clientele. The better you understand your guests’ preferences, the better you can cater to their needs.
Once your target customer base is carved out, meet them where they are, digitally. Over half of adults use more than one social media platform today. Tailor your tone on each channel while keeping your central identity intact, ensuring your brand’s personality shines through.
Defining Your Essence in Five Words Summarize your restaurant’s essence in five impactful words. These words should not only differentiate you from competitors but also convey value to your audience. Engage your trusted management team in brainstorming sessions to refine these words, as they will form the core of your brand messaging.
Once you’ve finalized your five words, craft simple sentences that illustrate how each word reflects your brand. These sentences will serve as the guiding light for all your marketing efforts.
Remember, it’s important your authentic voice is reflected consistently across all touchpoints. So, keep in mind these words will be used throughout all aspects of your communications. The language you use in your social media posts should be similar in tone to your printed and digital promotional materials as well as your audio marketing, such as your Message-On-Hold recordings.
Ensuring Visual Cohesion
Your brand voice extends beyond words – it’s also reflected in your imagery. So, you’ll want to ensure your visuals align with your messaging to creating a cohesive brand experience. Avoid sending mixed messages to your customers and be sure to match the sophistication of your language with the elegance of your imagery.
Every visual aspect of your restaurant – from the furniture and accoutrements to the staff uniforms to your menu items – should echo your brand voice. While achieving this level of consistency may take time, the payoff in customer recognition and loyalty is invaluable.
Harmonizing Audio Elements
In addition to visual consistency, your brand voice should extend to the audio elements of your business. Whether it’s the overhead music playing in your restaurant or professionally recorded messages for your phone system, ensure that the tone and style align with your brand’s personality.
Choose music genres and voice talents that reinforce your brand identity without compromising your message. While some businesses opt for attention-grabbing character voices to represent their brand, tread carefully to maintain your brand’s authenticity. Just as with your imagery, you’ll want your audio to convey a consistent level of sophistication for your brand.
For optimal results, collaborate with your audio marketing provider who understands your brand and its communication channels.
A Commitment to Authenticity and Connection
Crafting a compelling brand voice is not just a marketing strategy – it’s a commitment to authenticity and customer connection. Revisiting your brand voice every six to twelve months ensures it stays current as trends – and your clientele – change over time. Look to resolve any dissimilarities between who you want to be and how you presently sound to your followers and patrons. By investing in a cohesive brand identity, you lay the foundation for lasting success.
For more tips on creating the perfect brand voice for your restaurant, be sure to contact us.
- Defining your restaurant’s brand voice is essential in distinguishing your establishment from your competitors.
- An authentic, consistent brand voice should be reflected across all touchpoints – from your menu, printed promotional materials, email campaigns, social media presence, Message-On-Hold and Auto Attendant recordings, and more.
- To determine your target customer base, gain a crystal-clear view of who you aim to serve and take the necessary steps to learn their preferences.
- Encapsulate in five impactful words what makes your restaurant special. These keywords should showcase how you’re unique on all fronts, including your food, your ambiance, and your service.
- As you shape your voice, keep your target demographic at the forefront and focus on imagery and audio that aligns. Recruit the help of marketing professionals to ensure your brand voice stays on point in fully resonating with your customers.
- Reassess your brand voice periodically to ensure it stays current with changes in trends and your clientele.
Q1: What is a brand voice?
A1: A brand voice is the consistent tone and style a business uses to communicate its identity and connect with customers across all interactions. It brings a brand’s essence to life through words, imagery, and audio elements.
Q2: Why is defining a brand voice important for restaurants?
A2: Crafting a compelling brand voice helps restaurants stand out in a crowded market while resonating with target customers. It builds recognition, trust, and loyalty by conveying authenticity and value consistently across channels like menus, website content, social media, phone system messaging, and more.
Q3: How can restaurants better understand their target audience?
A3: Restaurants can dive into local demographics, trends, and preferences to gain first-hand insight into their ideal customers. Great ways to learn include reviewing Census data, joining local networks, identifying where customers spend time, and tailoring social media messaging.
Q4: What are some tips for summing up a restaurant’s brand voice?
A4: Summarize the essence of your brand in five impactful words that differentiate you from competitors and convey value. Turn those words into simple sentences that illustrate your brand identity. Ensure your messaging aligns across all touchpoints.
Q5: Why is visual cohesion important for a brand voice?
A5: Matching the sophistication of your message with your visuals creates a consistent brand experience. From decor to uniforms to food presentation, restaurants should ensure their imagery aligns with the brand voice to avoid mixed messages.
Q6: How can restaurants align audio elements with their brand voice?
A6: Your brand voice should be reinforced by your restaurant’s overhead music and professionally recorded phone system messages. Collaborate with your audio marketing provider to select voice talents and music that conveys your brand sophistication consistently.
Q7: Why revisit and refine your brand voice periodically?
A7: Revisiting your brand voice periodically ensures it stays current with changing trends and customer preferences. It allows you to maintain authenticity and connection with your audience and resolve any discrepancies between how you’re currently portraying your establishment and your desired brand identity.