You’ve taken all the right steps. You’ve come up with your food truck brand, made business cards, customized your menu, accumulated positive recommendations, built a blog or website, and completed your social media profiles. But after all that work, you’re still sitting in your truck waiting for the long lines. Why? Is your food truck brand working?

Is it because you’ve not determined your target market? Maybe your website or social media profiles don’t present your brand the way they should. Maybe your food truck menu doesn’t reflect how you’re different than all of the other trucks in your area. Whatever the reason, one thing is clear: your food truck’s brand isn’t working.

So what can a vendor in this situation do?

Get Your Food Truck Brand Working

Determine If You Are Serving The Right Market

The first step to aligning your food truck brand with the current state of your business is to make sure you have a clear understanding of your target market. Don’t be afraid to focus in on who you want to serve. You’ve read here how important it is to figure out your target market is a million times, but guess what that’s because it is. The more you can narrow down your audience the easier it will be to sell to them and create a menu and provide service that is specific to their needs.

RELATED: How To Determine Your Food Truck Target Market

Continue To Tell Your Brand Story

The second step to whipping your brand back into shape is to ensure that you are fully expressing your brand story. Are you accurately portraying the kind of brand you want to have?

RELATED: Learn How To Build Your Food Truck Brand Story

Look At Your Visual Branding

The third step is to check to be sure your visual brand. This inventory should include your font and color choices. Do your menus, truck wrap and website communicate what you want them to? Plain and simple truth is that your brand has to be consistent.

RELATED: Selecting The Proper Color For Your Food Truck Branding


In many cases, following this three step process may be all you need to do to get your food truck brand working. But occasionally, your food mobile food business is so out of alignment with your brand that you need to rebrand your food truck business.

RELATED: Is It Time To Rebrand Your Food Truck?

The Bottom Line

Take a step back, take a deep breath, and try to look objectively at your food truck brand. Chances are, if your food truck brand isn’t working, it’s because of something little. Follow these steps, and get ready to build a great brand for your mobile food business.

Is your food truck brand working for you? Let’s talk about it in the comment section or social media. Facebook | Twitter