Do you understand the difference between restaurant marketing vs branding?
Marketing is the act of promoting a product or service. The message can be as simple as “Buy Chanel because Brad Pitt wears it” or “Come to our restaurant because we have the freshest sushi in town”
Branding is articulation of the value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not. Branding will help encourage sales by delivering the message “We stand for these ideas and if you want to be part of that then like me, buy me and recommend me to your friends.”
Branding is strategic. Marketing is tactical. In the case below restaurant marketing vs. branding are both impacted. This can kill a business before it even begins.
Let’s look at a real life example of how a restaurant is hurting their brand while ineffectively delivering a marketing message. The image below is from a new Sushi restaurant in Los Angeles.
What is wrong with this?
This image negatively impacts both marketing (as seen below) and branding. These colors are terrible for food/fresh/sushi. I took an impromptu survey and asked a few people what words come to mind when you see this picture. Here are just a few responses:
- Old sushi
- Will get me sick
- Bad sushi
- The restaurant is dirty
- Never going
- The brown is disgusting
I am sure that is not the message the owners are trying create in their audience’s minds. I would love to hear what you think.
- What words come to mind when you see this image?
- Would you try this sushi restaurant?
We will have part 2 next week that will cover better ways to market your restaurant.
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