86 Your Brand Issues: How to Build Cohesive, Memorable Brands that Resonate with Guests

Building an unforgettable restaurant brand requires consistent, strategic messaging that captivates and connects with guests.

For a deeper dive into brand messaging, strategy, and authenticity, creating unified guest experiences, and the orchestration of physical and experiential touchpoints, Modern Restaurant Management (MRM) magazine reached out to The Plaid Penguin’s Founder and Sir Idea Man Joe Haubenhofer. The Charlotte-based hospitality branding agency has a wealth of experience developing comprehensive hospitality concepts.

In case you were wondering why they chose the name The Plaid Pengun, Haubenhofer tells the story.

“The name The Plaid Penguin is all about standing out while staying classic and crafting well-built brands that are impossible to ignore. It’s a blend of strategy and creativity – two key elements in great branding. Plaid represents structure, heritage, and intentional design. It’s a timeless and bold pattern, much like a strong brand identity. Penguin symbolizes adaptability, personality, and a touch of playfulness, reminding us that the best brands don’t just follow trends; they carve their own paths.”

What is the process of working with someone to bring a brand to life? 

A strong restaurant brand goes beyond a logo. It’s a feeling, a story, an experience that resonates with guests. To that end, bringing a restaurant brand to life is a layered and strategic process. 

First, we seek a deep understanding of the restauranteur’s vision and values, as well as their target audience and market positioning. There needs to be something definable that sets a brand apart and makes it unique. From there, we can start developing the brand identity (think color palettes, typography, and logo design). This is also typically when we decide on the restaurant’s name. 

Next, the brand identity is leveraged into guest experience. The restaurant needs cohesion, from signage to menu design to uniforms.

Finally, we look at the launch strategy and marketing plan. We want a new brand to hit the market with impact. The work doesn’t stop with launch though. We continue to analyze, refine, and adapt the brand to keep it relevant over time.  

All that said, bringing a brand to life requires a partnership with open lines of communication. There are a lot of moving parts, and the process benefits from keeping all stakeholders involved and invested.

In what ways has branding changed over the past 20 years?

Branding has evolved dramatically over the past 20 years, especially in the restaurant industry. It used to be that a great logo could drive a brand, but today, storytelling, personality, and immersive guest experiences have come to the forefront. 

Branding isn’t just visual – it’s a full sensory experience. Every touchpoint, from packaging to playlists to plating, needs to reinforce the brand story.

Having a digital presence is critical. Social media, online reviews, and delivery platforms make digital branding just as important as physical branding. For instance, in many cases, the first time someone sees your logo will be online, so it better look just as good on an iPhone as it does on a giant sign. 

Also, branding isn’t just visual – it’s a full sensory experience. Every touchpoint, from packaging to playlists to plating, needs to reinforce the brand story.

There’s also a bigger focus today on guest engagement and community than ever before. Restaurant brands are now expected to build authentic relationships with guests, which requires transparency and two-way communication. Transparency should extend to your brand’s values, since brands that stand for something stand out.

What are some brand campaigns you have worked on that were most challenging and/or rewarding?

Some of the most challenging brand campaigns we’ve worked on at The Plaid Penguin involve launching and scaling restaurant brands in competitive markets. For us, the most rewarding projects challenge us to break through the noise, balance strategy with creativity, and create brands that people connect with.

One example is Harriet’s Hamburgers in Charlotte, NC, top photo. We were entering the saturated fast-casual burger space and knew we needed to make an impact. We created a simple menu focused on a brand experience that merged nostalgia with modern efficiency. The restaurant’s overall vibe has inspired a cult-following.

Another example is Fin & Fino, a seafood restaurant also based in Charlotte. We wanted it to feel high-end but also lively and social. We focused on creating a welcoming and adventurous identity, which has paid off in the long run. Today, the restaurant has over 1,000 Google reviews and a stellar overall rating.

What are key challenges for developing brands today?

There are a lot of challenges facing both new and established brands in 2025. First is standing out in a market more crowded today than ever before. You need to capture attention right away with a distinct voice, story, and experience, and not everybody can do that.

Another challenge is meeting guest expectations, which are always shifting. Brands need to stay agile and be willing to pivot whenever necessary.

You also have to balance your digital and physical presence and maintain consistency across all your guest touchpoints. For instance, your menu needs to have the same voice as your social media. 

Another challenge many restauranteurs might not be considering is the impact third-party delivery services like Door Dash have on your brand. If your guests aren’t interfacing with your brand directly, you need to ask, “Is it strong enough to be seen over the noise of those third-party apps?”

Finally, finding the right talent. At the end of the day, your employees are brand ambassadors. Creating a strong internal culture that aligns with the brand’s identity is just as important as guest experience.

What are the differing challenges of starting up a brand versus scaling one?

Both require strategic thinking and adaptability to succeed, but startups must primarily focus on differentiation and foundation-building, while scaling brands need to prioritize consistency, efficiency, and culture. 

But let’s break it down further. When starting a brand, you’re focused on defining an identity and finding the correct positioning. This includes building awareness in the community and establishing your customer base by creating buzz and memorable guest experiences. It also involves logistics, such as determining budget and resource constraints and creating a systems foundation that ensures operational consistency. 

Creating a strong internal culture that aligns with the brand’s identity is just as important as guest experience.

Finally, you have to be ready to fine-tune your offerings in real time based on what you're hearing from guests.

The scaling process requires a different approach. First, You need toensure you’re maintaining brand consistency across multiple locations, and that involves streamlining logistics, sourcing, and staff training to keep quality high across your chain.

Scaled brands must strike a balance between brand uniformity and adapting to the local environment. (Evolving while staying authentic can be a difficult tightrope to walk!) Further, growth can dilute company culture, so strong leadership and employee engagement are both crucial. 

What are the keys to a brand remaining authentic?

For a restaurant brand to remain authentic, it must stay true to its core identity while evolving with its audience. A brand’s mission should guide every decision consistently across all touchpoints. Authenticity is closely tied to reliability; your brand voice should be as reliable as the sun rising in the east and setting in the west, no matter where your customer encounters it. You also need to empower your staff to be the face of your brand. When they believe in the mission and feel valued, their authenticity translates into the guest experience.

How important is nuance in elevating and enhancing the guest experience throughout all the touchpoints of a restaurant?

Nuance is everything when it comes to elevating the guest experience. The smallest details – often the ones guests don’t consciously notice – are what create a seamless, memorable brand experience. The right lighting, music, scent, and textures create a subconscious emotional connection that makes a space feel intentional and immersive. Thoughtful wording, typography, and design on the menu can impact how guests perceive value and can build excitement before anyone even tastes their food. Custom napkins, flatware, and other details may be the ones guests remember, even if they can’t articulate why. 

Nuance also extends to the service. A well-timed greeting, personalized recommendations, and subtle attentiveness make guests feel cared for without being overwhelmed. The rhythm of the experience should feel effortless and intuitive.

What are things a brand should be doing to better engage with their loyal customers and reach new guests?

To engage loyal customers and attract new guests, a restaurant brand needs a mix of personal connection, strategic marketing, and memorable experiences. 

Winning restaurant brands today aren’t just selling food; they’re selling a feeling, a community, and a cultural moment.

For regulars, make a point to remember names, orders, and preferences. A small, thoughtful touch (like a surprise favorite dish or a thank-you note) goes a long way. Offer loyalty programs, early access to new menu items, or members-only experiences to make regulars feel valued. Stay in touch through email, social media, and SMS with updates that feel personal, not just promotional. Host events, support local causes, and create moments where loyal guests feel part of something bigger than just a restaurant. Finally, guests love sharing experiences. Be sure to engage with their posts, reshare content, and create shareable moments in-store.. 

When you’re looking to reach new guests, the first thing would be to optimize your presence on Google, Yelp, and delivery apps, ensuring strong reviews and eye-catching visuals. Engaging with your regulars’ posts should help here, as well. You can also tap into a local food personality for a recommendation, as that can drive first-time visits. 

Don’t just rely on organic social media. For instance, if you have the cash, invest in digital ads, geo-targeted promotions, and retargeting campaigns to get in front of the right audience. Then, once you have people in the door, make sure they have an experience that makes them want to come back. They should feel welcomed and wowed so that they leave as potential regulars. Make your guests feel seen, consistently and authentically. 

What role does data play in brand strategy?

Data is the backbone of a smart brand strategy. It takes the guesswork out of decision-making and allows restaurant brands to create more personalized, efficient, and impactful experiences. It helps you understand your audience, and knowing your guest demographics, preferences, and behaviors helps refine marketing strategies and tailor offerings to what customers actually want. Digging deeper, heat maps and dwell times show how guests interact with a space, influencing layout and service flow.

The strongest restaurant brands serve more than meals; they serve experiences that leave a lasting impression. They understand the experience is just as important as the food. 

Data can also help optimize your menu and pricing model. Sales data identifiesbestsellers, underperforming items, and pricing sweet spots. Analyzing order patterns helps with menu engineering, highlighting high-margin items and streamlining costs.

Used correctly, data can also drive personalization and improve the guest experience. Data-driven loyalty programs track guest habits and allow for customized promotions, exclusive perks, and targeted messaging. Dynamic marketing automation ensures the right guests get the right offers at the right time. Feedback and sentiment analysis from surveys, reviews, and social media guide service improvements and brand messaging. Reservation and waitlist data optimize staffing, table turnover, and guest flow for a seamless experience.

Finally, data also drives marketing impact. Performance tracking on digital ads, email campaigns, and social engagement ensures your budget is spent effectively. Geotargeting and behavioral tracking allow brands to reach potential guests at the right moment with relevant content.

In what ways has the pandemic affected branding?

The pandemic reshaped restaurant branding in fundamental ways, accelerating trendsand forcing brands to rethink how they connect with guests. A restaurant’s website, social media, and third-party delivery profiles became just as important – if not more –than the physical space. Brands had to create seamless, engaging digital experiences that mirrored their in-person identity. They also had to figure out ways to extend their vision beyond their place of business with takeout, delivery, and meal kits. Restaurants that continued to be successful during the height of the pandemic created takeout experiences reminiscent of their in-person brand. Flexibility and creativity in the face of new protocols was key.

The most successful brands also embraced open communication and authenticity because guests demanded honesty about health protocols, sourcing, and business challenges. They also gave back to the community by supporting frontline workers, local suppliers, and social causes. This helped show that they had shared values with their customer base.

Other Thoughts on Branding

The brands that win today are the ones that evolve, stay relevant, and create emotional connections with their audience. Winning restaurant brands today aren’t just selling food; they’re selling a feeling, a community, and a cultural moment. 

People may come for the food but stay for how the brand makes them feel. Food gets them in the door, but the emotional connection keeps them coming back. 

The strongest restaurant brands serve more than meals; they serve experiences that leave a lasting impression. They understand the experience is just as important as the food.