A restaurant’s branding is its name, logo, colour palette and typeface.
Its branding is also the glassware, the chair, its height, its material, the table, location, opening hours, the wine they choose to include and exclude from the menu, the waiter and his uniform, his manners, the wait time, the distance between each table, the cleanliness of the restaurant, the choice of hand wash in the bathroom—the list goes on.
Branding goes beyond the logo. It’s an understanding that every single touchpoint in the business is branding—including the fabric of the tablecloth (or lack thereof). It’s the micro-experiences that engage the senses, all coming together to form the total sum of a brand.