What are branding guidelines for publicans?

Why Is Branding Important?

A brand is about more than just a logo, slogan, or name. It includes the entire customer experience, from your website to the way that you answer the phone, to how your bar looks. In essence, your brand is how patrons – and potential customers – perceive your business.

When you are slogging through the hard work of opening up your own bar, it can be easy to neglect branding. But having a consistent, easily recognizable brand is integral to the overall success of your business.

A great brand can help to set you apart from the competition – which is particularly important when your customers have more than one option for a place to go for drinks. It can also boost recognition, and help customers remember your business when they want to go out for the night.

Solid branding should tell your customers about your bar, pub, or brewery and what they can expect when they go there.  Consider Seven Bar and Kitchen in Santa Barbara. Their branding is clean, featuring the bar’s name and logo, along with a brief description of what they do: eat and drink. When a customer looks at this striking brand, they have a good idea of what Seven will be like – and what they can get when they go there.

How to Build Your Bar’s Brand

Now that we have convinced you that you need a brand, the next phase involves actually creating one.  How can you go about doing that? We have created a step-by-step guide to help you through the process.

Step One: Write a Mission Statement

Before you can get started on your branding, you have to have a solid idea of what your bar is trying to accomplish – and why.  This is typically found in your business’ mission statement, which you may have already written as part of your business plan. A mission statement will reflect what your bar is all about, which is exactly what you want to show in your branding.

A mission statement should start with a value statement, which is a description of what sets you apart from other bars. A value statement shouldn’t be about your goals, but about what you believe in, what you want your customers to experience, or even the type of culture that you are trying to create.

Step Two: Do Some Market Research

No matter what your mission statement may be, if it doesn’t connect with the local market, it probably won’t boost your sales. Before you dive into branding, you’ll need to do some basic market research.

Take some time to look at the neighborhood or area where you want to open your bar. What kinds of properties are located nearby? What are the demographics of the neighborhood? If you’re planning to open in a community that has a lot of blue collar workers, for example, then you’ll probably have more success opening a neighborhood style bar than an upscale hipster joint with $20 cocktails.

Step Three: Consider Your Target Audience

If you consult with an expert about your branding, one of the first things that they will ask you about is your target audience. Who do you want to patronize your bar? The answer to this question will play a huge role in how you develop your brand.

Your target audience can be very specific – like the LGBTQ+ community – or more general, such as young professionals. The key is to consider what demographic you are aiming to serve, and figure out what kind of branding might work for them.

If you have a target audience in mind, think about people you know who fit into that group. For example, if you want to open a wine bar that appeals to women who want to have a girls’ night, think about people you know who might want to go there – like your best friends – and what they might like when it comes to branding.

Step Four:  Do Some Brainstorming

If you don’t already have a name and logo, now is the time to find one. You want to make sure that your name is original, both to avoid legal headaches and to stand out from the crowd. You also want a name and logo that shows what your brand is all about, and what makes it different.

There are a lot of different things that can inspire a great name and logo, like location, a favorite bit of pop culture or media, a sports team, or even a great pun. Think about what is important to you (go back to your mission statement!) and how your name and logo can convey that.

Finally, while there is some value to being clever (think Central Perk from Friends), make sure that your name and logo are simple enough for people to understand. An inside joke, an overly complicated name, or a cluttered logo will probably backfire on you. Instead, focus on a name and logo that are clear and concise.