In the bustling realms of the food and hospitality industries, the strategic use of touchpoints has become a cornerstone for businesses wanting to leave lasting impressions on their customers.
“Touchpoints” encompass all the various points of interaction between a business and its audience and offer truly invaluable opportunities for engagement and brand reinforcement. One particularly effective element in this mix is the intentional use of a brand’s logo across all of these touchpoints.
Understanding Touchpoints and the Power of Logos
Customer engage with brand through touchpoints both physically and digitally, and both are equally important! From discovering a restaurant online to dining in, or encountering a brand on social media platforms, each interaction is an unmissable opportunity for you to leave a positive impression – be it the first or the tenth!
In this landscape, the logo serves as the visual embodiment of a brand’s identity. Placing this logo strategically across these touchpoints reinforces brand recognition, builds trust, and helps in forming a strong brand association in the minds of customers. You would probably know immediately what brand we were talking about if you saw a partially bitten apple on a piece of tech, or a curved tick on a piece of sports clothing, right? That’s because brands like Apple or Nike are instantly recognisable and have created a seamless and ironclad brand identity that is unmistakeable.
Expanding Logo Presence Across Various Touchpoints
No matter what kind of touchpoint we’re talking about – the impact of a well-placed logo is immense! A logo’s consistent presence fosters familiarity, whether it be on social media profiles, a brand’s website, packaging, staff uniforms, signage, or merchandise. For instance, a customer might be scrolling through Instagram and stumble on a very visually striking post with your logo – thus evoking an instant recognition of your brand.
If you have a physical store or location, this is all the more important. When a customer visits you, seeing the logo prominently displayed on menus, napkins, or staff uniforms reinforces a sense of reliability and professionalism, all of which contributes to a positive brand image.
Customer Interaction and Logo Association
As an example – let’s delve into a typical customer interaction journey in the food and hospitality industry.
Let’s say that a prospective customer discovers your restaurant through an Instagram post. The post features some delicious, freshly baked dishes with your logo subtly placed in the corner – thus capturing their attention and prompting them to investigate further by clicking on your profile, and your link. Upon visiting your website, they find the logo at the top, which immediately and subconsciously establishes a visual connection and strengthens brand recall.
Having been drawn in by the Instagram post, and reassured by your professional and very inviting website, this customer decides to come visit your establishment. The logo on the signage outside and across the physical space reassures them that they are in the right place, creating a seamless transition from online to the physical experience. The logo on the menu, on the staff’s attire, and even on the takeaway packaging further reinforces brand consistency and professionalism. When they are served their order, they take a photo, and tag you – because they already know about your Instagram presence. By now, they are fully invested in your brand, trust you, and – once they taste your fantastic food – will become a loyal customer, hopefully also raving about you to friends and family! Thus the cycle starts over, with your next prospective customer.
The Benefit of Multi-Placement of Logos