RESTAURANT & HOTEL BRANDING

You Dont Operate a Business, You Manage a Brand

Thats a critical distinction, because businesses sell products and services, but people buy brands.
Brands they believe in and trust. Brands that help them express who they are and who theyd like to be.
Brands that open windows to a world in which theyd like to live and that allow them to place themselves
into that world. Brands that bring value to their lives by helping them validate their choices.

Branding also helps you create the emotional connections necessary to facilitate strong loyalty among
your employees, guests and community. This in turn help you to:

o Charge premium prices (increasing margins)

o Increase and protect your market share (more business with less effort)

o Protect your business from outside competition (enough said)

o Increase profitability & market valuation (builds equity)

o Improve negotiating leverage with business partners (better lease terms, wholesale prices, etc)

o Grow beyond current product categories (increasing sales & profit centers)

o Recruit and retain higher quality employees (thus improving performance and reducing costs)

o Align the business around a specific mission, vision and set of values (engaging both employees
and guests)

o Mobilize an organizations people and focus its activities (to better engage your community and
its resources for your long-term success)

Those are the kinds of brands we design. If thats the kind of brand you want to be, then were the
creative partner for you.

Whether youre launching a new brand, or jump starting one thats stalled, great brand stories grounded
by strategic thinking, and articulated through creative execution and engaging experiences, are the
catalyst for reaching and retaining guests. Scripting a compelling brand narrative means starting with the
human experience, understanding how your brand impacts people and their community and then
designing outward to inform, inspire, delight, attract and persuade.
SHG will help you develop and articulate a fully integrated branding program that truly:

o Connects your core brand values with your guests core values

o Strategically positions you in your market & in the mind of your guests

o Amplifys the guest experience at every touchpoint

o Expands awareness of you in your market

o Communicates meaningful and relevant differentiation

o Adds value for your guests

o Becomes more accessible to more potential guests

o Builds the emotional connections critical to loyalty

To do that we painstakingly research the demographics, diligently collect the data, methodically analyze
the details, carefully consider the facts, and thoroughly weigh the options. While great branding begins
with input and information its not simply what you see, its how you see it; so we look at things
differently.

We go deeper to transform cogent messaging into compelling communication with meaning, metaphor,
character, and wit. Revealing these attributes transcends traditional marketing, engaging people through
richer experiences that clarify brand message while demonstrating brand value in their lives.

Great experiences create great brand stories, which foster new stories that expand the brand. Brands that
breakthrough the noise, do so by leading, inspiring and motivating people to place themselves into the
brand narrative to create, contribute, and co-author their own stories. Our approach fuses design,
advertising, marketing, art, data analysis and strategy with all of the components that shape and amplify
story and experience.

Those components often include logos and symbols, brochures and collateral, products and packaging,
interiors and environments, direct mail and advertising, textiles and touch, scent and sound, words and
typography, illustration and photography, websites and social networks, and a great many other things
that manage the message across every kind of media. These brand beacons stake your claim, mark your
territory and guide consumers to you through a cluttered market.
Expand Your Vision of What Your Brand Can Become

The SHG approach engages and invigorates your organization with imagination, and creative thinking
that provides a competitive advantage. We call on each client to actively participate throughout the
branding process; because no matter how well we do our job, great results cannot happen without top-
down passion, and commitment from your organization.

Our process takes you on a journey of self discovery that challenges you to look at your brand differently.
We will stretch the possibilities of what it can become, with the clear objective of designing an evolved
brand, and launching that brand via advanced communication tools, and techniques that are manageable,
and flexible. Thats how a good business becomes a great brand that fosters innovation, stimulates
commerce, creates jobs, generates wealth, and fuels the engine that drives community.

360-Degree Brand Positioning Program Is Designed to Identify and Exploit Market

Differentiating Opportunities

Differentiating your restaurant or hospitality business in the marketplace is how you gain new guests and
repeat business. Without differentiation, the guest views you as just another restaurant. Your experience
needs to stand out and be the one the guest turns to for the types of experiences you provide.

To accomplish this, SHG offers a comprehensive, analytical marketing audit and new positioning service
designed to arm you and your business with differentiating key messages that resonate with guests
needs and helps you sell.

Our Brand Positioning Program consists of the following key elements:

1. Competitive Messaging Analysis Detailed and thorough analysis of your key messages, proof
points and value statement against those of your competition.

2. Derive Key Insights from Competitive Analysis Identify exploitable, differentiating brand
positioning niches.

3. New differentiating key message platform New positioning statement, key message
statements, supporting proof points and customer value propositions

4. Website Content Development Succinct, impactful, targeted and differentiating website content
to help you differentiate your experiences and increase sales.

5. Sales Collateral Logos, all brand design elements, content development and mock-up layout for
brochures, flyers, ads, sales/data sheets, etc.
6. PR Develop up to two-page press release and offer you two rounds of revisions. Search-engine
keyword optimized.

7. Social Media Help you develop, create and maintain not only your social media presence but
content to engage your guests and support your business goals.