{"id":20333,"date":"2023-11-08T21:27:32","date_gmt":"2023-11-08T21:27:32","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/how-technology-supports-brand-consistency\/"},"modified":"2023-11-08T21:27:34","modified_gmt":"2023-11-08T21:27:34","slug":"how-technology-supports-brand-consistency","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=20333","title":{"rendered":"How Technology Supports Brand Consistency"},"content":{"rendered":"<div>\n<p><em>Omar Al-Massalkhi, CEO of <\/em><em data-ga-track=\"ExternalLink:https:\/\/talkintacos.net\/\">Talkin&#8217; Tacos<\/em><em>.<\/em><\/p>\n<p>It\u2019s often hard for emerging brands to grasp the importance of consistency, especially how to achieve it in today\u2019s new global marketplace. It may seem that slapping the same branding elements such as logo and color palette on a new location will do the trick, but think again.<\/p>\n<p>Recognizable branding is essential, but it&#8217;s not the only prerequisite for success. It&#8217;s the consistency of customer experience that matters above all else. And it\u2019s harder to manage than it seems, especially in the restaurant and retail sectors where there are a multitude of customer touchpoints.<\/p>\n<p>Consider a few of the more successful global brands, which were at one time the brainchildren of solo entrepreneurs like Ray Kroc and Steve Jobs. They may have begun with literally &#8220;a dollar and a dream,&#8221; but look at the amazing journey that their big ideas have taken.<\/p>\n<p><fbs-ad position=\"inread\" progressive=\"\" ad-id=\"article-0-inread\" aria-hidden=\"true\" role=\"presentation\"><\/fbs-ad><\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Equitable Vs. Identical<\/h2>\n<p>At the core of consistent customer service is a bit of counterintuitive logic. According to branding expert Nataly Kelly, writing for Harvard Business Review, &#8220;Making local experiences equitable doesn\u2019t mean they have to be identical.&#8221;<\/p>\n<p>Companies in the food business need to look no further than a local Starbucks for inspiration. The core menu is the same from coast to coast. However, globally, the company might offer less popular items at a lower price point, or not offer them altogether. Product offerings are equitable, and while the customer experience is not identical, it remains tied together by branding as well as by technology\u2014apps, ordering platforms, POS and others.<\/p>\n<p>While not every business owner is considering global expansion, in today\u2019s marketplace, it\u2019s important to think globally at the outset.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\"><strong>Consistency Through Technology<\/strong><\/h2>\n<p>What all successful brand expansions have in common is consistency. How do we define consistency? Technology business experts call it &#8220;the CX,&#8221; and say &#8220;The core idea of a consistent customer experience is that with every experience, a customer knows what to expect across all channels, all touch points, every time they interact with the brand.&#8221;<\/p>\n<p>What they also share is a reliance on technology to support their CX. Where would Apple stores be without the capability to schedule an appointment at the Genius Bar? How would McDonald\u2019s accurately capture order details without its robust POS platform? Consistency in the restaurant business may be the hardest to achieve because it relies on aligning so many different operational efficiencies across locations, and retailers have similar pain points, too.<\/p>\n<p>\u2022 Product quality and quantity<\/p>\n<p>\u2022 Service speed and efficiency<\/p>\n<p>\u2022 Staff interaction<\/p>\n<p>\u2022 Cost variables<\/p>\n<p>Each of these considerations can be supported by technology. When deployed properly and universally, consistency is all but assured.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Drilling Down On Capabilities For Consistency<\/h2>\n<p>It sounds simple: Find the right platform and software, and voila, there is consistency. Oh, if only. However, there are three basics to begin to build a suite of solutions that support a holistic, consistent customer experience in the food sector and similarly to retail.<\/p>\n<p><strong>1. Making A Strong First Impression:<\/strong> While the human element of training the front-of-house staff can\u2019t be minimized, a guest reservations and table management platform ensures the best first impression. It means the hostess can greet the guest by name and manage a table plan that seats them quickly and comfortably\u2014and the same process gets replicated in every location.<\/p>\n<p>Even in quick-service restaurants (QSRs), counter staff efficiency matters, especially as kiosks are more frequently logging orders. For retail, back up the &#8220;may I help you&#8221; with the capability to quickly locate precise merchandise, perhaps by deploying smart labels.<\/p>\n<p><strong>2. Making The Kitchen Count:<\/strong> A kitchen display system that streamlines back-of-house processes, automating them wherever possible, ensures customer satisfaction by efficiently managing course timing, maintaining precision and consistency in recipe execution, and presenting dishes exactly as intended. For QSRs, that kitchen system is even more important in delivering speed. In a retail environment, make the back-of-house stockroom part of the selling floor by having in-the-moment data on everything you have.<\/p>\n<p><strong>3. Making the Enterprise Accountable:<\/strong> Consider implementing an enterprise-wide system to gather data and metrics for accurate forecasting, tracking customer data and other metrics related to cost control, ordering and location performance comparisons. There is valuable data to be mined from macro and micro restaurant and store locations, which can and should be the basis of all decision-making at the corporate level.<\/p>\n<p>According to Hospitality Technology, &#8220;A negative experience in your restaurant, whether it\u2019s the service, food or atmosphere, is a case of inconsistency.&#8221; The corollary is that a consistently positive experience in service, food and atmosphere drives customer loyalty. The same applies to retail: service, products and atmosphere.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Maximizing Marketing Elements<\/h2>\n<p>Technology also ties together branding elements\u2014from color palettes, fonts and logos to tables, chairs and displays. The website and kiosk or e-commerce site are good examples. Each branding element should have a home on each of these vehicles, from the tagline and menu to the photographs of individual dishes and interior design presentation. Same for retail chains. Use the website to recreate an in-store shopping experience as closely as possible.<\/p>\n<p>Each location should also be provided with a comprehensive branding document, advertising &#8220;slicks&#8221; and logos to develop their local assets, in total lockstep with the organization. Any misstep on branding in marketing will confuse the audience. Can you imagine a McDonald\u2019s with lime-green arches instead of golden ones? Of course not.<\/p>\n<p>Everything that can be specified at the corporate level should be required at the local level. That doesn\u2019t mean additional cost for the location or franchisee to adhere to the restrictions. Quite the contrary; economies of scale are created when branding elements require little customization beyond a change of address.<\/p>\n<p>A consistently positive customer experience comes down to one thing, and that is the willingness of the operator to make being consistent the number one priority. &#8220;Keep them coming back for more&#8221; is more than just a catchy business phrase; it\u2019s a solid mantra for global success.<\/p>\n<p>Forbes Business Council is the foremost growth and networking organization for business owners and leaders. <em data-ga-track=\"InternalLink:https:\/\/councils.forbes.com\/qualify?utm_source=forbes.com&amp;utm_medium=referral&amp;utm_campaign=forbes-links&amp;utm_term=fbc&amp;utm_content=in-article-ad-links\">Do I qualify?<\/em><\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.forbes.com\/sites\/forbesbusinesscouncil\/2023\/11\/08\/how-technology-supports-brand-consistency\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Omar Al-Massalkhi, CEO of Talkin&#8217; Tacos. It\u2019s often hard for emerging brands to grasp the importance of consistency, especially how to achieve it in today\u2019s new global marketplace. It may seem that slapping the same branding elements such as logo and color palette on a new location will do the trick, but think again. Recognizable [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20334,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[77],"tags":[],"class_list":{"0":"post-20333","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-startups"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Technology Supports Brand Consistency | Brandiary<\/title>\n<meta name=\"description\" content=\"Omar Al-Massalkhi, CEO of Talkin&#039; Tacos. 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