While the value of a restaurant brand may be measured in terms of what the public, your customers and the local community thinks, feels and expects from your place, there’s another group with whom your brand value must rate high. Successful operators invest more (and often even before they spend on any external branding) on the inside brand with employees.
Starbucks®, Zappos® and Whole Foods® are all examples of major brands that started small, today are international power brands that built their brands from the inside out. The leadership behind these companies believed that when your internal culture rocks, the rest things like attracting customers and delivering on brand promises comes easier and more efficiently.
So as a restaurant operator how does this thinking translate to your business, especially if you are small and have limited resources that need to go a long way?
Like we preach in almost every blog post on Restaurant branding, great branding starts and grows when operating from a clear brand essence (purpose, values, points of distinction, personality, positioning and promise). This is critical to start any type of internal branding initiative.