A short guide to cafe branding

Creating an irresistible brand is as important as creating an irresistible coffee. Not sure if you agree? Well, ask your customers – or potential customers, what makes them want to return to their favourite places–besides food, and you'll soon find there is a lot to be said about branding. Stories that create meaning for your patrons and set you apart from the dozens of other options offering similar fare. That is what we mean when we say 'branding'. It's what helps you stand out and become the choice of those who resonate with your offering. 

Create a following through your story

Having a strong story and appeal is one of the most important aspects in a successful business. Hospitality is no exception. Branding isn't a logo, or a website or some t-shirts. Branding is a projected feeling, look and image that reflects your values.

Start with your target audience

The research phase may feel overwhelming if you're just starting out, but this is perhaps one of the most important steps in the process towards bringing your story to life. To gain a real insight into what motivates your target market, you'll need to start having conversations with the kinds of people you'd like to be your customers.

Highlight your mission and philosophy

Often, it's in conversation you'll uncover the core ethos you'd like to emulate. This will shape the story you begin to tell as you establish your business branding and messaging and go about designing the kind of atmosphere you'd like to create.

This may include:

• Lighting style   
• Coffee styles
• Menu design    
• Colour palette
• Menu content
• Outdoor Furniture

What's distinctive about your business?

This should be an obvious statement of fact, setting up a "unique selling proposition" is one of the first tasks in your business plan and it's not just for filling in a box, it's a great grounding for the future. What makes your café different will become a determining factor in whether someone chooses to dine at your place, or not.

Done in the right way, café branding will help you to establish a following and set the narrative that connects with customers on an emotional level. Your establishment will be memorable with your patrons. This way, when people think about coffee and culture - they'll think of you. Be consistent in your marketing and branding. If you're chopping and changing throughout the lifetime of your café you run the risk of confusing your potential customers.

This will affect the subconscious feelings of your customers leading to them choosing to dine elsewhere. If you're not sure of who you are, then how can your customers be sure of what they're buying? Creating an outdoor space at your café is an important aspect of any new café plan. It is an integral part of creating a welcoming space. 

Think about the first area that fills up on a warm day at any café - it's the outdoor area. Your patrons will be reluctant to fill the interior when there's space on the exterior. This outdoor space whether it's a backyard beer garden or front-facing laneway or alfresco dining space will be essential and iconic to your café. Branded umbrellas will create an outstanding space. Branding doesn't have to be logos printed on umbrellas; you can also choose a selection of colours that match your style and the feeling you want to portray.

Six simple items for your checklist

So, you've got a concept in mind and are ready to design it. The next question you've got to answer is...what is the best way to use this brand to bring in the customers and turnover I need?

Here's a checklist:

It starts and ends with customer experience

What it all comes down to is a great experience. How would you want your new customers to feel when they walk in the door? How would you like your loyal ones to talk about your business when they mention you to their friends? This is how you become memorable, build a social media following and referrals through word of mouth. Become a destination for locals and visitors.  Find ways to cultivate a comfortable favourite-go-to for your target customers. A place that you would want to invite your friends too. Always keep this at the front of your mind when you're branding and building your cafe.

As a global provider of hospitality shade, we have worked with plenty of ambitious business owners and established venues looking for a business makeover. Shadowspec umbrellas are the top choice of many kinds of hospitality businesses, ranging from iconic beachside cafes to leading restaurants. With this knowledge, we've gathered a collection of ideas you can take forward on your branding journey. We know it can be a daunting task to brand your new café or restaurant and work through the process of figuring out the best way to reach your target audience in a way that reflects and unites your values with your practices.

Download our guide to cafe and restaurant design

If you're looking for more inspiration and ideas to get started, the Shadowspec guide to cafe and restaurant design is worth a look. 

If you're in the early stages of planning or undergoing a rebrand and are looking for some inspiration, don't hesitate to reach out.