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Creating a Brand to Drive Your Business Forward

Creating a Brand to Drive Your Business Forward

Hospitality is competitive. Whether you’re a small hole-in-the-wall coffee outlet, or a big hatted restaurant, your competition is always just a few doors away. Making your business stand out, on the street as well as in people’s minds, is the key to rising above the pack and lasting the distance.

So, how do you drive your business forward? One key thing is to create a recognisable brand.

What is a brand?

‘Branding’ is a way of making your business visible and recognisable using elements such as a logo, colour scheme and a slogan or tagline. Think of some of the big names in hospitality – the global players like McDonalds and Coca Cola. We all know those golden arches that mean McDonalds, and the red background and flowing script of Coke.

The aim is to craft a logo, colour scheme and perhaps a tagline for your business that will catch people’s eyes and be memorable. Keep it simple, and clear, something that will look as good on the outside of your building as it will on your website, napkins and coffee cups.

Once you have created your branding, it’s time to use it – everywhere. Here are a few branding strategies to consider.

Invest in custom takeaway coffee cups

If you’re making coffee, you have a go-to item that travels – your takeaway coffee cups. Those cups go into parks, offices, meetings, all sorts of places.

Investing in custom coffee cups that carry your logo and colour scheme is a simple way of broadcasting your brand far and wide.

Roll out your branding on social media

Use your brand on your social media. Not on Facebook, Twitter or Instagram yet? These days, it’s almost an imperative.

Facebook, particularly, is interactive and visual. You can set up a business page, using your logo and photographs of your place as the cover and profile photos.

Include napkins printed with your logo in any photos of food you post, as well as your custom coffee cups. If social media isn’t your thing, find someone on your staff who likes it and is good at it, draw up a posting or tweeting schedule, and get onto it – it won’t cost you anything, and it gets your business name and logo out there.

Be visible in your community

Get involved in your local community. If your neighbourhood is one that often has a lot going on, including things like school events, local markets and festivals, it might be worth investing in a second espresso machine and the wherewithal to create a mobile coffee-making stand. Get your logo and tagline all over your van (if you have one) and the stall, have extra coffee cups and napkins printed, and offer your business as the go-to option for local events.

Successful marketing is an art, and these days, requires real creativity if you’re going to get your name out there into people’s minds. A good brand is key to that – that visual cue is worth dollars in the bank and is a vital investment in your future.

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