 Hello Aces, welcome back to module three, lesson number four, crafting your branding asset. In this lesson, we're going to identify the 12 pieces of branding assets that are essential for your restaurant's success. So we talked about building out your build out team, assembling that we talked about finding a great location. Now is time for the fun stuff to identify the branding that you need for your restaurant. Now what does branding really mean? It means way more than just a logo. The biggest misconception that people have is saying that branding equals logo. It is not logo, okay? It goes way beyond that. It is a way that people see your business, how you identify your business. It is a way of how your customers recognize and experience and interact with your brand. That is what branding essentially means. Now branding really talks about the customer service and experience because that's how people are communicating with your restaurant. And that's the reason why Starbucks did a such amazing job to ensure that this value and this customer service is baked into all the trainings that they've done with their service staff. That becomes part of their branding because they want to be known for being inclusive. They want to be being known for having a stellar customer experience to make people feel like that it's at home. It represents your values, okay? Branding is basically representing of how you should show up to the world and how you show up as defined by your values. And that's the reason why Starbucks does once again an amazing job to be inclusive. That's why they have opened a death friendly store where all the baristas know American Sign Language and they even have this stitched onto their apron to really showcase to the customers that they are inclusive and that's becoming what their identity is as well. It also represents your culture. Branding represents your culture of what you believe in, what is your why, what is your purpose and you need to be able to communicate this whole thing with your team and your team is just an extension of that. And when your team and you and your suppliers and everything that you do really talks and works in a sync and alignment of all these values and how you act, that becomes your culture. And we're going to dive a little bit more into how you can create a good culture later on in the respective modules and lessons. Next up it is branding is your marketing pretty much how you show up to the world. Basically, we're talking about social media, we're talking about email newsletters, your website, basically how you communicate all your marketing channels in the campaigns that you do should and is part of your branding. Next up is your language and your uniform as well, having your own language and having your own definition of the language is super important when it comes to branding, just like how Starbucks does an amazing job with their tall cups. Typically speaking, before Starbucks came up with this term, we always thought that tall was this. This is a tall guys, right? But now Starbucks brought it back and they said that, hey guys, this is our version of a tall. Now, because we're so exposed to their language, now this, this just becomes part of what we know as tall. This gives a sense of how we should act when we're in Starbucks' world. And that is why the branding is so brilliant, because that's baked into their language as well. It also represents your why, your how, and your what. And that's the reason why we have identified all these in module one, because it is crucial for your success when you are able to identify all these and work them into your branding. All of this is the higher level, the conceptual level that I want to be able to explain to you and why it is important for us to do that right from the get go. And that's when we have our entrepreneurs hat on. Now for the sake of this lesson, we need to put back our technician hat time to get to work. So let's focus on the designs, the 12 different assets for your restaurant. Number one, logo, just because I said that logo is not branding doesn't mean that you should not have a logo for your branding. Logo is just part of one component for your branding. Okay. So to create a logo, you don't need to be super complex, find something that sticks and run with it. It could be stylized text like cactus club or the subway, or it could be a logo font like this one. This is what I mean by stylized text, or it could just be something that has a mark has a logo right here. It could be anything at the end of the day. It honestly does not matter because as we're just starting off our restaurant, a logo is just an expression of what we want to bring out to the world. It's important for you. But as a consumer, honestly, it doesn't really matter that much. You would want to do a several sketches to have your ideas put out so then that way you can communicate with your designer properly and have them build out different versions of your logo. This is typically what I see a lot of people struggle with is that they spend weeks creating their logo, scrapping it, creating it again, scrapping it, not finding that not really focusing on what truly matters. Logo is just one item and honestly, it does not matter that much. So put choose one, run and then run with it. Second thing is your website. Your purpose to promote new deals or campaigns or is it your purpose to showcase the menu and the different locations you have? You need to know and identify what is the main purpose of your website. Make sure you design your website based on the purpose of what you want to serve, whether it be showing and telling people what you have to offer or is it a franchise request? Or is it just that you want to push everyone to order online through your own platform? These are all really important and essential items that you need to pinpoint right from the get go. It doesn't have to be complex nor should it be super high end. However, you should definitely make it picture oriented because that's really how people consume content nowadays is that it needs to be visually appealing. And on top of that, you must, and I repeat, you must cater to mobile first because nine out of 10 people, they're not on their computer looking for food to eat. They're basically on their phone. They're on the go and they're like, what should we go? Where should we eat? Let's check out these guys. Let's stock these guys. And that's the reason why having mobile version is super crucial for you to be able to convert these potential customers into paying customers. Third up is menu design. Make sure you keep it congruent with all the different designs that you have and everything that I'm mentioning right now, you should have a style guide, your designer with designer style guide, which ties everything together, make it congruent, make it so then that way it represents your brand. Focus on highlighting items from the winning matrix. We talked about the cash cow. We talked about the shooting stars. We talked about these things. Make sure that you focus on the winning matrix. If you're, if you want a refresher or if you haven't had a chance to go through that, make sure you go back to module two lesson 6.1. And that's where we talked about how you can create and craft your winning matrix for the menu. Next up, business cards. Once again, make it congruent with all the rest of the designs, social media pages, keep the designs consistent across all the different channels. Be on the channels where your consumers are hanging out, whether it be on LinkedIn, whether it be Instagram, whether it be TikTok, Facebook, it doesn't matter. At the end of the day, you should show up where your customers are. And so if you are catering to 12 or let's say 14 year old or 15 year olds, then make sure you're on TikTok because that's where they're hanging out and that's where they're spending majority of their time. Whereas if you're trying to cater to people who are in their 40s, 50s, who are professionals, then probably TikTok is not the best channel for you to put up content. Definitely make sure that your designers are aware of the different sizes that are native to the platform. So for example, if they create an image for Instagram, that image would not show up nicely on TikTok, nor would it show up nicely on Facebook or the website. So make sure creating content specifically for the platform is also key to making sure that everything is congruent. So we talked about that. Frictionness is part of the experience, making sure that the whole experience is stellar, making sure that all the links work, making sure that the experience that your customers are experiencing when they're on your social media works because you want to make it frictionous for your customers. Next up is marketing materials. So typically speaking, we always do campaigns. We always have new launches, new items, new features. You definitely need to make sure that all these types of marketing materials are easy and easy to read and very easy to understand as well. Do not confuse your consumers with tons of different offers because if you do that, once they have a overload of information, they're confused, they end up not choosing, they end up just kind of brushing by. But if you just focus on this one item and one offer, oftentimes it really gets the message across. And if it is something your customers are looking for, they'll come in and dine at your place. Sandwich boards are also very, very important. Make sure that you have a killer offer, recommend only one offer, and at the end of the day, know for one thing. The number one and the only reason why your sandwich board exists is to pull in customers. It's your job to make sure that the sandwich boards has an offer that people can't refuse when they see it. That's the key with sandwich boards. Do not put in your full menu on the sandwich boards. This is a mistake that I see a lot of people are making is that they just keep overloading all the different spaces within their sandwich boards. That's not the intent of a sandwich board. It is for them to come in. Once they're in, then you can educate them, then you can sell them on more items. Coupons and loyalty cards, make sure you have fun with it, make it simple again, making it sure that these items are engaging. We dive a lot more into this in module six, lesson five, so make sure you guys keep watching. Number nine, uniforms, window arts, store design. Once again, these are all items that you need to ensure are congruent with the style guide, with everything and all the different assets that you're creating as well. That's how people see and that's how people experience with your brand and that's the reason why you need to make sure every item that I'm describing are congruent and that's what's going to give your customers a great impression of your brand. Once again, packaging as well, making sure that it is aligned with your style guide, with your values and what you believe in. For us, we believe in having fun. That's part of our values. That's why we cater to our audience of the millennials. So that's why when we are creating these cups, our intent was to make sure that it goes aligned with our values to have fun and that's what you can see is that we have a really great awesome packaging. A note here is that you don't need to focus on packaging right off the bat. It is lowest on the priority list, right? Focus on the items that I talked about earlier in this lesson first. And last up are branded merchandise. Once again, it is lower in priority as well, but nonetheless, these are also great things to help you brand your restaurant. Branding assets you need for your restaurants. These are the items you need for you to feel that feel like that you are professional, that you are a well-established brand. And that's how your customers would interact with you. Now you may be asking you're like, Hey, Wilson, but how do I even create everything like this? I know exactly what you're talking about, but how? And that's the reason why you need to choose a great designer. And that's what we're going to be covering in the next lesson. Today's lesson, we covered how do you create the 12 essential branding assets for your restaurant? Next up, we're talking about where to find good designers and how do you spot the bad ones? So then that way you can save yourself a ton of money. I'll see you guys in the next video.