Know-How Exchange : Branding

First you need to define your target audience very carefully and specifically. You need to understand their needs, values, options and how they make decisions. What's important to them? What do they need that they aren't getting now? Who is your competition? How are you different from your competition?

Then conduct a SWOT analysis for your company. It may sound like more work than you anticipated, but branding is a serious challenge and it's important to your success as a company.

The charge is to come up with a compelling and distinctive positioning statement that will form the foundation for your brand and your marketing strategy.

You can do this yourself, of course, but positioning and branding are a lot easier if you've been through the process before ... and most marketers have limited experience with positioning and branding. (When done right, it only happens once in a brand's life.)

You might want to find an experienced professional for this if you're serious about wanting to build a brand. You'll need to deal with all the touchpoints. If you don't, all you'll have is a name, not a brand.

A good way to start is to find what makes you stand out from the rest.
Is it:
The quality of the food?
The price?
The service?
The menu?
Once you know your similarities and differences form the competition, the branding process will be less difficult.
You can start with the basic W's who, what, when, were, why
Always keep in mind that word of mouth is the best advertising to support your brand, specially for the service industry.