The Essence of Your Food Truck Brand
Conventional wisdom says building a strong brand for a food truck requires creating a cool name for your mobile food business, getting the word out about your truck, and enforcing brand message consistency in all of your future customer interactions.
However, conventional wisdom is wrong. Branding doesn’t create, build or strengthen your brand. Your food truck’s brand will always be a reflection of the quality of your menu and service. There are really no exceptions to this rule.
To understand why, it’s first necessary to define what is part of a food truck’s ”brand.” Most people think a brand consists of exterior elements: the truck’s name, it’s logo and the tag line.
To get a general understanding of a brand, think about it in the simplest terms. Take yourself as an example, are you just a combination of skin, clothes, and what you say?
The essence of your food truck brand is not it’s exterior elements, but how your customers feel about your menu items and service.
The purpose of the brand elements is not to create those feelings, but to remind customers of them. If their feelings about your truck are negative, those brand elements simply remind them of how much you dislike the end product being sold from your service window.
The only way to build a strong brand is to create and sell food that delights your customers. If you fail at this basic step, brand marketing is not just a waste of money, but is actively counterproductive to your food truck business since every time someone sees your truck they will be reminded how they disliked the meal or service they last received.
Ultimately, if you want to build a strong brand for your food truck, put your time and money into creating and selling the best menu items as possible. Once you have invested in this area use brand marketing to help spread the word.