How to Successfully Build Your Café’s Brand
If you’re thinking about opening a new café or rebranding your old one, you’ve probably done a lot of research and looked into all the options. This seems to be a great time to start such a project, with various restrictions imposed because of the pandemic now being slowly lifted and people being more eager to visit cafes, restaurants and similar establishments to make up for all the time they were unable to frequent their favourite establishments. To help you understand what (re)branding a café entails, we’ve prepared the following list of things you need to bear in mind.
What is (re)branding?
A café brand presents the values and mission of your establishment and communicates its identity. People like to feel an emotional connection with such places, which is why all those who come to your café need to feel they belong there. Your brand needs to be reflected in everything you do, from the type of drinks and snacks you serve to interior design. Only then can you count on having loyal customers, who would return to your café and probably encourage others to do so. So, how do you create a successful brand?
Concept
Cafés are now places that are expected to offer a certain type of experience at affordable prices for the target customers. Your concept should appeal to those you want to be your most numerous guests. So, start by defining your target audience in terms of their age, gender and income level. Perhaps you’d like to cater to young professionals, who are ready to pay extra for the amazing experience provided by the ambiance and drinks. On the other hand, you might focus on local residents, who will appreciate the fact your café is close to their home. That’s why it’s important to understand your location’s demographics and choose the type of branding and concept that would be profitable.
Interior decoration
Your café should be a place where people feel relaxed and the type of cafe furniture you choose will have a great impact on the overall experience. Also, you should pay special attention to little details, such as decorations and colours of your walls. Every single thing inside and outside the café should reflect your brand and the type of atmosphere and service you offer. It’s always a good idea to hire a professional interior decorator to help you create a pleasant nook.
Name and logo
If you’re about to open a café, you need to select a name that people will find attractive and memorable. The name needs to be relevant and unique, since it is the most important part of branding. On the other hand, your logo is a visual element that people will learn to recognize over time. It may include a symbol, or it could be simple, with your name or initials in an expressive font. The logo needs to be consistent with the brand in terms of the colors used. Again, the logo should be as elaborate as the message you’re trying to communicate. The most important thing is that it is recognizable, and that people can understand what kind of establishment it is just by seeing the logo. Don’t forget that your logo should appear on your signage, website, menu and other advertising materials.
Drinks
Another thing that should set your café apart from similar establishments in the area is the offer of drinks available or its prices. So, you can opt for offering drinks that can’t be enjoyed anywhere around your café, or you can find a way to have a traditional offer of drinks, but at more affordable prices. Whatever you decide, you need to make sure you offer something that others can’t or don’t. However, the selection of drinks will largely depend on your target audience.
Digital marketing
You should make the most of the opportunities offered by digital marketing. People expect to be able to see what your café looks like even before they step foot in it. They also want to see what drinks and snacks you offer. Finally, they want to be able to see details, such as working hours, special deals and reviews. Needless to say, you need to be present on all social media platforms and keep your brand consistent on every platform. In most cases, your online presence will create prospective customers’ first impression and we all know how important it is.
Merch
If you want to promote your brand, you need to use glasses, mugs, T-shirts and other merchandise. Some cafes offer stationery, bags and Christmas ornaments with their logos. The aim is to increase loyalty, because people who purchase an item connected to your restaurants are much likely to visit it again. Also, it’s a great way to promote your brand.
Building brand awareness is key to every business and cafes are no exception. As you can see, there are quite a few things to consider and do. However, if you get everything right, you’ll be able to reap the benefits of having an established brand.