Over the years, we’ve written a lot about food truck branding. In that time you may have seen the term brand identity used and have a general, but not a solid understanding of what it means. Don’t worry, you aren’t alone.
A brand is the “name, term, design, symbol, or any other feature that identifies your food truck’s menu and service as distinct from other food vendors. Your food truck’s brand identity is the representation of your truck’s reputation. It is revealed through attributes, values, purpose, strengths, and passions.
It includes what you say, what your values are, how you communicate your concept, and which emotions you want your customers to feel when they interact with your truck. Think of it this way, branding is what people say about you when your truck isn’t around. An effective food truck brand identity must be implemented creatively and consistently over a period of time to make an impact on the consumer’s mind.
How To Build A Strong Brand Identity
So what makes a food truck’s brand identity effective?
- Accuracy. Does your branding send the right message about what you offer?
- Creativity. Is your branding interesting or is it just bland and forgettable?
- Consistency. Does your branding look the same everywhere it’s applied?
Whether or not you’ve ever thought about this or put any focus on it, your food truck has a brand identity. It may not be what you hoped it to be or representative of what you want and it may not be consistent, but it it there. You broadcast it to your prospective customers every day. Logo, truck wrap, website, business cards, signage, social media posts, etc. Weather its accidental or intentional, this is how your brand identity is represented to potential customers.
Does your brand identity affect the bottom line?
A potential customer will see your truck, logo and branding before they walk up to your truck, taste your food, talk to your staff. It is the first touch-point in converting the consumers into loyal customers. Whether or not they give you the chance will be greatly affected by branding. So the simple answer, is yes. Brand identity does affect your food truck’s bottom line.
The average person is bombarded with branding every day. If your competitors are doing well in branding, then you can’t afford not to invest in your own. If your competitors don’t have good branding, then you have that much more to gain from your investment. In either case, you have an opportunity to connect with potential customers and build trust and loyalty by developing an accurate, creative and consistent brand identity.
The Bottom Line
Every food truck has a story to tell. Creation, management, activity: it’s all done for a reason. To tell a story and make your brand known, you need to develop your own identity. Take some time to evaluate your current logo and brand identity elements. Does it accurately communicate who you are? Is it creative and memorable? Is there consistency in all of your brand touch-points?
The most profitable food service businesses, small and large, have a single thing in common. They have established themselves as a leader in the food service industry by building a strong brand identity. Don’t limit your food truck’s growth by cutting short on your marketing budget, and be sure to include a brand identity strategy into your marketing plan.