1) Brand foundation
- Mission: why you exist (beyond profit)
- Vision: what you want to become in 5–10 years
- Values: 3–5 non-negotiables
- Personality: 3–5 traits (e.g., friendly, modern, meticulous)
2) Target audience (pick who you’re building for)
Create 2–3 customer personas. Don’t stop at demographics.
- What are they buying for (convenience, status, comfort, health, discovery)?
- What do they complain about in reviews of competitors?
- What would make them come back within 30 days?
3) Competitive positioning
Map your closest competitors.
- What do they own (price, speed, prestige, authenticity, convenience)?
- Where is the gap you can realistically occupy?
Positioning statement (template)
Use this internally (staff and vendors should understand it).
For [target audience], [brand] is the [category] that [unique benefit] because [reason to believe].
Examples:
- For health-conscious CBD professionals, GreenBowl is the quick-service concept that makes plant-forward eating genuinely satisfying because everything is prepped fresh daily and built around bold sauces and protein-first bowls.
Visual identity (what needs to be consistent)
Must-haves
- Logo usage rules (size, clear space, incorrect usage)
- Colour palette (HEX + CMYK)
- Typography pairings
- Photography style (lighting, angles, editing)
- Menu design rules (hierarchy, readability, dish naming)
Common mistakes
- Copying competitor aesthetics (no differentiation)
- Inconsistent photo styles (feeds look messy)
- Too many fonts/colours (looks cheap)
Verbal identity (how you sound)
Tone-of-voice guide
Decide where you sit on:
- Formal ↔ Casual
- Serious ↔ Playful
- Traditional ↔ Modern
Write 5 “We are” and 5 “We are not” statements.
Menu descriptions (quick rule)
- Use: technique + ingredient + payoff (e.g., “24-hour braised short rib, charred onion jus”)
- Avoid: filler words (“tasty”, “delicious”, “best”)
