What is a brand and why do I need it in today’s market? Even though today the term branding is well known, there is still much confusion by many as to what branding means and how to achieve it. I want to talk about branding in restaurants specifically as it is such a competitive industry with companies thriving and failing each day. According to Toast Lab, there are over 600,000 restaurants in the U.S. not including fast food franchises. With them included the number spans past a million. This is without a doubt the only evidence a business owner needs to understand the importance of standing out and telling the world what’s unique about their company. Branding at a Glance When many think of branding the first conception is a logo. This, of course, is a component of a brand, however, it doesn’t even scratch the surface. Picture an iceberg, however massive it might be in your imagination, all you are seeing is the logo. The real magic takes place below the water. The mas...