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Thrive Tip #2: How to Create a Visual Brand that Attracts Your Perfect Client

Welcome back my catering friend! I hope you’ve spent the last few weeks putting into practice the top 3 social media growth tips I included in the first part of this series. That was just the tip of the iceberg when it comes to resuscitating or growing your catering business and turning it  into a powerhouse.

Now that you’ve started on the path to social media mastery, the next logical step in the process is to establish and create a visual brand that can attract your dream clients.

Remember that each tip in this six-part series is meant to tackle key pain points that can hinder many food and beverage entrepreneurs from reaching their much-deserved sustainable growth.

Without further ado, let’s get down to business with our second major thrive tip: developing the perfect visual brand.

Thrive Tip #2: How To Create A Visual Brand That Attracts Your Ideal Clients

Before we can delve into how to create the perfect visual brand, we need to understand what exactly this means. It’s no surprise that in a world full of technology and social media, branding is everything. It’s how we identify a particular company’s product while walking up and down the grocery store aisles, or how we as consumers come to develop brand loyalty.

In terms of visual branding, it can be summarized as the way a company projects its personality to its customers. It might seem a bit odd to think of your business as a person, but in the case of visual branding, it’s more than just the appeal of your logo, website, and any other online content. It’s also about the heart and soul of your company and what deeper meanings and purposes your business upholds.

Another way to think of visual branding is that it’s the sum of everything your customers see and envision when they look and think about your company.

Make Your Visual Brand Unique

Remember when Lady Gaga first hit the scene in 2009 and everyone was calling her the next Madonna? I mention this not to start a war of the fandoms, but to point out that no matter how hard you try, no idea is truly unique or original.

While your brand should authentically represent who you are and the message you want to convey to the world, it’s important when trying to make your business’ visual brand stand out that you evaluate the competition. Make a list of the pros and cons of their branding, see what works for you, and create something new that you feel will resonate with your audience.

Being unique and memorable go hand-in-hand. You want to craft an identity that, with only a brief glance, a potential customer can instantly recall not only who you are as a company, but what you stand for.

Stand Out With Cohesion

And while I’m encouraging you to “embrace your weird,” don’t forget to include some cohesiveness across the board. Each element of your visual brand should still coexist with one another and create a unified front of sorts.

The easiest way to remain cohesive is to choose a set list of fonts and colors and stick with it. Just the sight of the golden arches tells you that you’re in close proximity to a McDonald’s drive-thru, and are you really starting your day off right without ordering your favorite beverage in a clear plastic cup with that infamous green mermaid on the side?  Brand recognition is powered by consistency.

Need to figure out your brand fonts?  Head to Google Fonts or dafont.com and browse for free.

Now for the big color question: Should my brand color be my favorite color? Answer: Maybe, maybe not. Your business colors should be based on feelings…just not yours. While red may light your fire and blue remind you of the water on your latest vacation, you should choose your brand colors based on how they make other people feel. Color theory is powerful and could make the difference in attracting your ideal client. A sunny yellow and vivacious red could mean spicy and exotic to you, but to most it means fast food. Make sure to do your research so that your brand conveys exactly what you want it to.

Need help with color palates?  A great tool to use is www.coolors.co.

Crafting the Perfect Logo

It might seem like a bit of a no-brainer, but when it comes to branding, your logo is incredibly important. It’s the main point of recognition and will likely be front and center on all your collateral.

When going through the design process, you want to make sure that you’re using the chosen color palette and font types, while also ensuring that your final design also showcases the personality of your company.

I also recommend to KISS your logo: Keep It Simple, Silly.  While it may seem cool to have an intricate picture for a logo, the simpler the better.  It will make it easier for people to recognize you, will elevate your brand image, and will also be quicker for you to replicate on marketing collateral.

Designing A Website to Match

So you have the perfect logo, a strong sense of your brand identity, and cohesion across all parts of your print and social media campaigns. You are so close to a finished visual brand. All you need now is a good website.

Your company’s website is another important aspect of your visual brand. Not only does it serve as a place where potential customers can gain a bit more insight into your business, but in most cases, your website should be where you convert visitors and consumers of your marketing content into sales.

No matter whether you design the website yourself or outsource it to a web designer, don’t forget to include everything we’ve been building up to this point: the color palette, the font choice, and your logo to match.

When considering what information to include on your website, pay close attention to your visual brand. Potential customers want to gain a better understanding of your work, so designing your site like an online portfolio might be the way to go. Everything from the photos you use and the way you organize the information can help ensure that the right audience is receiving the details they desire.

Your Visual Brand Might Change Over Time

It might seem like a bit of a Debbie Downer, but now that you’ve spent the time perfecting your visual brand, it might not be the final version that serves as your company’s identifier for years to come.

Branding is a bit of trial and error. As you continue to grow and figure out what works best for your brand, it will evolve as you gain real-world experience.

When discovering your company’s brand, don’t forget to stay true to yourself. Your company is nothing without you.

Next up, we’ll be talking about “Thrive Tip #3: Adding Additional Revenue Models.”  Stop focusing on exchanging your time for money. Learn some ideas on how to build stability in your business by creating additional streams of income.

Part of the 6-part blog series “Top 6 Tips for Creating a Thriving Catering Brand” by NACE member, Aleya Harris

Want to learn more about this topic?  You are in luck…maybe 😉  I will be hosting a live webinar about ONE of the Top 6 Tips for Creating a Thriving Catering Brand. You have the power to decide which tip we will be diving into more deeply on the webinar.  The post with the most views will become our webinar topic.  Vote for your favorite topic by sharing the post via email and social media to increase the views.

Aleya Harris is the owner of The Social Media Pantry and Food & Beverage Media and Marketing, a boutique marketing agency for F&B brands and individuals that specializes in content creation and marketing strategy. She is a Le Cordon Bleu trained Chef and former private chef and catering company owner with extensive experience as a Marketing Executive for a large foodservice company.  She is obsessed about marketing and helping F&B pros turn their talent into treasure.  @fbmediaandmarketing


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Most catering and events business owners fail at making money doing what they love because they don't know how to market themselves. Through her company, Flourish Marketing, Aleya offers marketing education, strategy, and tools that help wedding, catering, and events business owners stop staring at a blank calendar and start getting and keeping a consistent stream of clients. Aleya is a Le Cordon Bleu-trained chef who also happens to be an award-winning, marketing strategist, brand manager, content developer, and storyteller. She has a background as a marketing executive on the leadership teams of large foodservice organizations and has also been a private chef and catering company owner. Aleya speaks your language and understands your challenges. She knows how important it is to work in your passion. That's why for the past 12 years, she has been focused on helping over 1,000 accounts, brands, and business owners to be successful. Aleya is a dynamic interpersonal communicator and presenter with the exceptional ability to inspire, motivate, and equip her audience. She loves opportunities to connect, help people develop, and create the space for her fellow entrepreneurs to see their visions manifest.

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