if a restaurant brand wants to bring its own traffic, it can't just rely on superficial things such as Logo, advertising language or live shop. A catering brand with its own traffic needs to do the following three steps: brand strategy, brand culture and brand aesthetics. Take the beef hot pot brand that we (Rong brand) serve as an example:

The first step is to position the brand strategy, that is, choose the right way, choose the right products and choose the right words, and tell consumers who you are, what's the difference and why you see it. Catering brands all follow the development rhythm of the first region in the country? For Chaofa, which developed in 2117, the goal at this stage is to become the authentic Chaoshan beef hot pot in Guangdong first, and then become the first brand of Chaoshan beef hot pot in the country. Since Guangdong is the first in the country, Chaofa must be more focused and better understood in the nature of customers. Therefore, in terms of category definition, we suggest that Chaofa be adjusted from a beef shop to a Chaoshan beef shop. With the authentic land of Chaoshan. And attributes, awaken consumers' awareness of authentic beef hot pot and enhance consumers' motivation to enter the store. However, Guangzhou is the base camp of Chaoshan beef hot pot. In the face of Chaoshan beef with serious homogenization, how should Chaofa tell its differences among many competitors? As we know, for local beef chafing dish in Chaoshan, in order to ensure freshness, it is usually the mode of front store and back factory. However, in order to let more customers who are not in Chaoshan eat fresh beef chafing dish, Chaofa began to prepare the breeding base of Qinchuan cattle in Ningxia in 1918, and firmly controlled the supply chain from raising cattle to ensure that customers could eat fresh beef within three hours of prime time. Therefore, beef freshness is the first principle of Chaoshan beef hotpot, and starting from raising cattle is the biggest advantage of Chaoshan beef freshness. So, when everyone is talking about freshness, what should we say about Chaofa? We re-refined the advertising language for Chaofa to tell consumers who Chaofa is and what's the difference? Chaofa is the Chaoshan beef shop. Chaofa started with raising cattle. How can we see it? We have also created four trust endorsements for Chaofa to build the brand's trust in an all-round way. 1. Make the unique advantage of selling a cow for only three hours into OK3-hour Chaofa's exclusive symbol to empower Chaofa's fresh advantage again. 2. Make Qinchuanniu, the top variety in Chaofa, into a delicate badge, and visualize its value. 3. Create a super punching device in Chaofa Store with a quarter screen and a clock plate, showing the freshness of racing against time. 4. Focusing on the core strategy of raising cattle, we not only create the IP image of cattle raisers, but also make all Chaofa shop assistants turn into cattle raisers, giving consumers an unforgettable memory experience.

in the second step, brand masters always look for cultural prototypes before making designs. For example, Starbucks' logo prototype is Siren Sai Ren, Nike's logo prototype is Victory Goddess, and Maserati's logo prototype is Poseidon's trident. What should be the cultural prototype of Chaofa brand? Since Chaofa is a brand of Chaoshan beef hot pot, Chaoshan culture is an important brand equity clue of Chaofa. As a mountainous and sparsely populated area, countless Chaoshan people in modern times chose to go to sea for business and leave their hometown, which also made Chaoshan people cherish their native culture and family friendship more. Therefore, we delineated the original feelings of Chaoshan's family culture for Chaoshan.

Then, the third step is to excavate the elements from the determined cultural prototype, and design the old drama and new singing. What is the symbol of family culture that best represents Chaoshan area? Chaoshan people love their hometown and have a lot of folk customs with home elements in the local area. Many symbols of home elements, such as lanterns, five-element gables, kung fu tea, overseas Chinese blank, Chaoshan red peach fruit, cattail leaf fan, Chaozhou embroidery and Tongcao painting, and other old Chaoshan objects are extracted from it as emotional aesthetic recognition, creating a space experience for Chaoshan hair that is not afraid of Chaoshan atmosphere.

if a brand wants to bring its own traffic, it should be like a string of candied haws, so that all expressions are one thing. Chaofa takes freshness as the core, and magnifies the value of freshness by raising cattle, bringing customers the ultimate fresh experience. Only by paying attention to integrity and consistency in brand building can we truly create a brand with its own traffic.