Episode 5: Brand before you scale
The principal focus of today's discourse revolves around the paramount significance of establishing brand clarity as a foundational element in the successful operation and expansion of hospitality venues.
Takeaways:
- Establishing brand clarity serves as the foundational element for sustainable growth in hospitality.
- In the context of venue expansion, knowing your brand's tone and service style is crucial.
- The documentation of your brand's key principles aids in maintaining consistency across multiple locations.
- A well-defined brand identity ensures that guests experience uniformity regardless of the venue they visit.
- Investing in brand clarity may initially slow down the process, but it yields faster decision-making later.
- Consulting a branding agency can significantly enhance your venue's identity and operational coherence.
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Transcript
From Open Pantry company And this is the prep list.
Speaker A:Your Monday hit of hospitality insights in under 10 minutes.
Speaker A:Today we're talking about something I think is one of the most underrated parts of running a successful venue.
Speaker A:Putting your brand before your menu, before you'll fit out, even before your location.
Speaker A:It's the foundation for growth that doesn't fall apart under pressure.
Speaker A:In the last few years, we've noticed a shift that venues that grow sustainably not just add insights, but keeping their standards and profit intact, have one thing in common, brand clarity.
Speaker A:Before expansion, they know their tone of voice, their service style, their menu philosophy before they open another door.
Speaker A:It's their decision making filter.
Speaker A:When you don't have that, every choice takes longer.
Speaker A:You get inconsistency across sites.
Speaker A:Guests have different experiences in different venues.
Speaker A:And what about your team?
Speaker A:They're not sure what good looks like.
Speaker A:Think of it like the mise en plus for your business.
Speaker A:You set everything up so that when the rush comes, in this case growth, you're ready again.
Speaker A:Create a brand mood board, write a one sentence promise and list your three not negotiables about your service style.
Speaker A:It doesn't have to be fancy.
Speaker A:What matters is that it's documented and shared with your team.
Speaker A:This becomes a compass for every future decision, from menu changes to uniform updates.
Speaker A:Now, when you've got a bit more investment to make, a branding agency is the best decision you can make for your venue.
Speaker A:We found from experience that a lot of venues like to choose a branding agency that they've been recommended before or one that's in the same state as them.
Speaker A:This doesn't need to be always the case, but if it makes you feel more comfortable, it's probably a good choice.
Speaker A:We've always got great contacts all around Australia, so make sure you let us know if you'd like a recommendation from us.
Speaker A:Now the operator Move for the week.
Speaker A:We worked with a brand called Faro Pizza a couple of years ago and at that stage they had three venues and they wanted to grow before talking about their next site.
Speaker A:We stepped back and helped them get clarity on their brand.
Speaker A:So what made Farrow's experience unique?
Speaker A:Their menu, what it says, how it is and how it reflects their identity and their service style, their tone, their pacing with their customers, the interactions they wanted to have with their guests.
Speaker A:That work meant that when they expanded, every site felt unmistakably Farrow, even though they were completely different.
Speaker A:Whether you were in their first venue or their newest venue, you felt that experience and vibe that was consistent amongst the group.
Speaker A:It's that slowdown to speed up idea.
Speaker A:The brand work slowed them down in the short term, but it sped them up when it came to making decisions, training staff and scaling without losing quality.
Speaker A:And finally the team question for the week.
Speaker A:Ask your team this week if a guest described us to a friend in one sentence or what would we want them to say?
Speaker A:If the answers vary wildly, that's a sign to work on brand clarity.
Speaker A:And that's episode five of the prep list.
Speaker A:If you're planning to grow or even just redefine your current venue, brand clarity is the foundation.
Speaker A:Slow down now so you can speed up later.
Speaker A:Make sure you reach out to us.
Speaker A:You'll see a link in the show notes of this.
Speaker A:It's a linktree link and all the ways that you connect with us.
Speaker A:If you're looking to start your venue from scratch or you're looking to expand, we can help you with that.
Speaker A:Until next week, this is the prep list.
