In this episode of The Marketing Menu, Kieran and Alexandra discuss how developing a strong brand identity is essential for restaurants to succeed amidst fierce competition. They stress the importance of clearly defining unique selling propositions that differentiate each brand. Consistency is important - logos, colors and visuals should reflect a brand's personality across channels in a coherent style.

Brand voice must also remain aligned, matching the target audience through various touchpoints like the website, social media and customers interactions. An encapsulating tagline and engaging brand story that customers can relate to on a personal level are important for driving loyalty.

When building an online presence, the hosts emphasize maintaining a clear and consistent identity. This includes user-friendly websites, appealing visuals and engaging content like blogs and social media. Extending the brand identity offline through well-trained staff knowledgeable about the menu and providing excellent hospitality creates memorable impressions.

In conclusion, the hosts argue that developing an identity which seamlessly conveys the brand's core personality and values whether online or offline through consistent visuals, messaging and experiences is key to establishing a brand that can withstand industry competition and achieve long-term success. A clear brand identity from the start sets restaurants up for viability long-term.