How to create irresistible restaurant branding

When a new coffee shop opens in a building with familiar trapezoidal windows and a distinctively sloped red roof, you’ll probably spend a few seconds thinking about pizza when you walk in. Why? Pizza Hut has dedicated decades to driving home the red roof as a core part of its brand. Even when a new business takes over the building, pizza’s the first thing that comes to mind when you walk by.

Head to Pizza Hut’s website or social media pages and you’ll find the red roof, even though the chain has moved most of its actual restaurants to standard-shaped buildings. And when you come across a red and blue domino, you’ll know you’re now visiting one of Pizza Hut’s biggest competitors, even if you never see Domino’s name.

These are two of the most effective examples of restaurant branding. So if you’re working on developing your own restaurant’s brand, take note. Good branding tells customers who you are and what to expect. It communicates that you know what you’re doing and can deliver a consistent customer experience.

Ready to make an impression? Here’s how to brand your restaurant.

Must-have branding elements

If you’re new to branding, your first thought might be to call in a professional. That’s a good idea if you can swing it, but when your budget is tight, it’s entirely possible to create a brand yourself. We’ll help you get started with some of the essentials of brand marketing for restaurants.

Concept

A restaurant concept is like a visual mission statement. Since your concept will define many other branding elements, this is a good place to start. You probably already know your restaurant name and what type of cuisine you’ll serve. But what vibe are you envisioning? Will it be a trendy, laid-back cafe or a high-end eatery? It’s all part of the concept that drives your branding strategy.

Think about what makes your restaurant special. Is it your renowned chef? The family flavors you pepper into every dish? Hone in on the qualities that set you apart to help guide your decisions on the look and feel of other branding elements.

Color scheme

Ever watched an interior design show? Then you know how crucial color schemes are to design. Neutral tones feel clean and calming, while brighter hues infuse a room with energy. Don’t go overboard with color. Pick a scheme that complements your concept and carry it through to your branding. Be precise with the colors you land on – you’d be surprised how many shades of red, blue, and green are out there. Make a note of your colors’ HEX and RBG codes so when you open your second location or launch your website, your hues will match across the board.

Logo design

Pizza Hut’s red roof. Domino’s domino. When it comes to branding, logos do a lot of the heavy lifting. A good restaurant logo should incorporate your brand’s name and colors while remaining simple, scalable, and easy to reproduce. If you’re unsure where to start, check out what other people in your category are doing. You’ll notice patterns, such as bright colors for casual spots and contemporary scripts for elegant restaurants.

What do good restaurant branding ideas look like?

Colors and fonts are just one piece of the branding puzzle. Here are a few traits the strongest brands for restaurants have in common:

• A unique voice: Branding isn’t all about what you see. The way you communicate also says a lot about who you are. Use a consistent voice across social media posts, business cards, website copy, and signage. A language that’s hip or humorous might work for a casual diner. Elevated or poetic language tends to be better for fine-dining establishments.
• Emotional connection: Understanding your brand shouldn’t require mental gymnastics. A glance should be enough to give people a feel for who you are. Let your color palette, voice and logo do the talking. You have a unique vision, so make it easy for customers to pick up on it.
• Write everything down: Remember those color codes we mentioned? That’s not all you want to document. Keep a record of your company fonts, logo variations, and any other branding elements. You may be an up-and-coming restaurateur now, but as you grow, you may pass off branding to another team member. With the proper templates and documentation, they’ll know exactly what to do.

Don’t forget to share your brand identity

A great brand means nothing if no one knows about it. Restaurant brand awareness drives business, so put your brand out there for the world to see. Pizza Hut did it before the internet was a thing, but you now have many digital tools at your disposal. Here’s how to stay on brand:

• Create social media accounts on all the major platforms, and put that branding to work. Use your logo as your profile photo, stick to your brand’s color scheme in posts, and write descriptions and bios in your restaurant’s unique voice. Speaking of bios, make the most of them by adding your contact information and address (where applicable) and dropping in a Linktree URL that redirects users to your other social media platforms, website, restaurant menu, and beyond.
• Make a restaurant website that contains all your graphic design elements, from typography to colors. It should also include good press, current menus, and merchandise. And just in case we need to say it again, restaurant T-shirts and other merchandise should stick to your brand guidelines.
• Add a link to join your mailing list on your website, and carry your branding over into company communications. This is where your restaurant’s voice can really shine. Use marketing blasts to offer promotions and update customers on new menu items or upcoming experiences.