Branding Strategy Example
Assignment
A client had created a business plan to open a restaurant on Menorca, an island in the Spanish Balearics. However, they had not developed a branding strategy.
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The client aimed to appeal to both local residents and tourists who were interested in the Mediterranean diet. They also wanted to incorporate an innovative element into the restaurant’s branding.
After consulting with us, the client recognized the significance of establishing a strong brand and sought our assistance in developing a comprehensive brand strategy and identity for their Menorca-based restaurant.
Segmentation
The first objective was to identify the target. With a brand segmentation using an iceberg model.
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The iceberg model provides valuable insights into consumer behavior, which can be leveraged when developing and positioning a brand.
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Brand Positioning
The next step involves identifying the brand’s positioning and representing it on a perceptual map. This process requires defining various aspects of the brand and its market, including its competitors.
By applying the iceberg model, we determined that the target consumer is likely health-conscious. While many Mediterranean restaurants offer healthy food options, they often place less emphasis on the dining atmosphere. This is where La Ambrosía Mediterránea can differentiate itself and gain a competitive advantage, as demonstrated in our perceptual mapping.
Brand House
The next step is to construct the brand house, which consists of key elements that define the brand in relation to the consumer and the market.
Brand Manifesto
The next step is to create a brand manifesto, which is a concise statement that resonates with the consumer by expressing the shared values between the brand and its audience.
Brand Logo
The name and the logo
Brand Colors
Brand colors play a crucial role in creating a visual identity and boosting brand recognition.
Typography
The typography should be legible and easy to read, even at smaller sizes, and complements the overall brand identity and color palette.
The name logo of "La Ambrosía Mediterránea'' is written in a stylized font that combines a traditional and modern elements.
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The word "La" is written in an elegant cursive script, while the word "Ambrosia"is written in a bold sans serif font that adds a touch of contemporary flair.
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The word "Mediterranea" is written in a smaller, and more understated fonts tying the two elements of the logo together.
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The overall design is simple and clean, conveying a sense of sophistication and refinement that is in line with the restaurant's Mediterranean cuisine.
Developing a branding strategy is a complex and multifaceted process that requires careful consideration of consumer and market insights. While some aspects of this process are public, much of it is not, and it's like an unknown recipe that gives brands an edge in the market.
This is actually not from a real client but rather an assignment that I completed through a course from IE Business School on branding strategy. It goes beyond simply creating a logo or business cards and involves detailed and in-depth research, and it took hours for me to complete and plan to ensure that the brand has a competitive advantage.
This investment in time and resources offers a lot of value to the brand and is a key component in its success. And To tell you the truth if this will be an actual client there will be a lot to tackle and add to this branding and refinement of the project.
About the Author
Cherry Gail Camingao
Cherry is a dynamic and innovative marketing professional with a passion for helping businesses succeed and grow through effective and impactful social media strategies. Whether you are looking to increase brand awareness, drive community engagement, or achieve concrete, and measurable outcomes.
Cherry is currently based in the Philippines, and she loves to spend her free time reading books, watching movies, spends time with her family, and also she loves cuddling her dog, Nero.