

As you plan the launch of your new bar or restaurant, one of the most crucial steps to success is developing a brand. Your brand encompasses your logo, trademark, and marketing materials, among other things, but it’s more than the sum of these parts.
Consider two businesses that both serve frozen treats, but have very different brands: Baskin-Robbins and Pinkberry. What do you think of when you think of these two brands? Here are some words that come to mind for me:
Baskin-Robbins: Fun, family, tradition, kid-friendly, happy, familiar
Pinkberry: Hip, trendy, modern, sophisticated, upscale, new
Next, create your marketing message, which briefly summarizes what your brand stands for. Here are some sample marketing messages:
Mike’s Brewpub is a casual, friendly neighborhood restaurant serving lunch, dinner, and an ever-changing selection of craft beers—including its own brews--to discerning beer lovers.
Mundo is an eclectic eatery spotlighting small plates of cuisines from around Latin America. We serve fun, exotic food in an upbeat, energetic atmosphere that caters to foodies.
Al Italia is a romantic, upscale Italian restaurant that caters to special occasions and celebrations. We serve classic Northern Italian dishes in a traditional setting.
Once you’ve developed a marketing message that “hits the spot,” be sure all of your marketing efforts convey and reinforce that message. That’s the secret to building a bar or restaurant brand.
Talk to a SCORE mentor for more help building your bar or restaurant’s brand.
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