When you think of branding, do you imagine the Apple logo or the Nike swoosh? While those are notable examples, it’s important to remember that your shop is also a brand.
Oftentimes, it’s an afterthought for pizzerias. After all, you’re mainly focused on serving up cheesy and hot pies with warm service. But, as Slice’s VP of Brand and Creative Terrence Morash explains, branding has a big impact on your bottom line:
What is Your Pizzeria’s Brand?
“Think of your brand as the way your best customers know you,” Terrence explained. “It likely includes functional things, such as the fastest delivery or most generous portions. But, that also includes emotions. Perhaps it’s the way you’ve been serving your neighborhood for generations. The way you know their names when they stop in and occasionally throw in some zeppoles for the kids.”
In other words, branding extends to all aspects of your pizzeria. Obviously, that includes tangible things like your logo. But, in a larger sense, it’s about the things that make your shop special. Before you rethink your branding, consider the key reasons why your regulars remain loyal to you.
It’s also important to remember that your brand extends to every possible consumer touchpoint. When customers see your awning out front or pick up a to-go menu, they’re face-to-face with your pizzeria’s branding. The same goes for your digital storefront — things like your website, social media, and Slice menu page.
Consistency is Key
“Okay, you’re not going to be Starbucks overnight,” said Terrence. “But, there are some simple things you can do to start building relentless consistency.”
When a new potential customer sees your site for the first time, it should accurately reflect what your shop is all about. After all, you only get one chance to make a first impression. Your branding is equally important for repeat business. Let’s say a frequent dine-in customer is ordering online for the first time. Would they recognize your shop while scrolling through Slice? If your logo on the web doesn’t match the one in store, they might miss it.
Want to capture hungry new customers and drive even more loyalty? Start with Terrence’s tips for consistent branding:
Choose One Logo
Start by taking pictures of all the different logos and colors you are using to represent your shop. Then, choose one logo and color scheme to use going forward. As a practical suggestion, you may want to use the logo that’s on your main signage. Chances are, that’ll be the most expensive thing to replace.
Branding Shows What You Do Best
Are you famous for your old-world Italian pastas or your cartoonishly extra-large pizzas? Let people know about it! When you have something that makes your shop stand out, it becomes something that customers will remember. Therefore, it should be reflected in your branding — across every channel.
Vendors and Consistent Branding
Vendors tend to be a mixed bag when it comes to branding. As Terrence notes, some will take liberties with logos and fonts based on what they have available. Although it’s convenient for them to use what’s handy, it’ll fracture your brand in the long run. So, if you’re using an outside company, make sure it all flows together.
Build a Better Brand with Slice
Your customers rely on you for delicious food and quality service. When it comes to consistent branding, 15,000 pizzerias nationwide count on Slice. From your own custom website to your Google My Business listing, we’re here to help you showcase your shop.
Hungry for more expert tips? Sign up with Slice today to get 90 days free and the insights you need to drive more online orders.