“For a brand to successfully stand out, it must position itself in the market as distinct,” said Reilly Newman, brand strategist and founder at Motif Brands. “This distinction is rooted in the restaurant’s strengths and leads the way for the brand’s experience and presentation. This distinct brand will draw in certain audiences and say ‘no’ to others who do not align with the brand or appreciate it.”
“The unique identity is one aspect of the brand that is visual; the brand must also be portrayed in the themed experience, messaging and overall touchpoints along the journey of the audience,” said Newman. “This will draw them in and allow them to create meaning associated with your brand name and unique identity.”
“A lot of restaurants do what they think is right in their category because it is what other restaurants are doing,” said Newman. “They follow the herd, so by default, they will never stand out. They overemphasize the food and neglect the many other aspects of the experience, from atmosphere to plating and music to seating and more.”
“Yes, you are a restaurant, but that doesn’t mean you can’t be distinct in all that you do,” Newman said. “Like an unforgettable dish, it is distinct and stands apart not just on taste and quality but by the deliberately unique approach.”
