Most people think of logos when they hear the term “branding.” They think of McDonalds, Starbucks, NASCAAR, Dunkin’ Donuts, Nike, and various other symbols and letters that are associated with businesses. What these brands have mastered is the ability to tie their experience to their associated symbol. When you see a white cup of coffee you’ll think of Dunkin’ Donuts. When you see french fries that are cut a certain way you’ll think of McDonalds. So how do you get from the experience to the symbol association? It starts with the content.

In order to build a brand it is important to first capture content of the experience. This means photos, videos, articles, etc. At our agency we work with many restaurant clients. It’s important that we not only take pictures and video of the delicious food, but also the moments and aspects of the experience that make it UNIQUE. This is the most important part. What happens at this restaurant that doesn’t happen anywhere else?

For our client, K. Pacho it is the Latin dance nights. Once a week the restaurant turns into a dance hall with a live Latin band, a dance floor, and even an experienced dance instructor! Sounds fun doesn’t it? Our job is to capture the excitement of these nights, publish it and drill it into people’s heads that K. Pacho is the restaurant with Latin dance nights. This is the factor that makes the experience at this particular restaurant one you can’t get anywhere else. With content being published frequently of the exciting Latin Night there is no other association in the brain to think about than those videos and pictures.

That is when you have truely mastered branding; when you control what is being thought about by your audience when they come in contact with your brand name or logo. Sounds important doesn’t it? That is why we stress the importance of branding when beginning to market your business.

Before you start marketing something ask yourself, “What do I want my audience to think about when they hear my brand name?” “What is unique and different about my establishment that I can showcase?” “Am I proud of the content I currently have or will I need new and better content?” Then, you are ready to start branding!