Brand awareness, is a notion that describes the extent to which a brand is recognised and recalled in the minds of consumers. In its simplest form, it’s a consumer’s ability to identify and remember a particular brand. This concept is one of the most fundamental elements that strengthens a brand’s presence in the marketplace. Brand awareness isn’t merely limited to a superficial process of recognising a logo or hearing a name; it also encompasses the consumer’s ability to distinguish the brand from others, to form an emotional or functional connection with it, and to understand the values that the brand promises.
Brand awareness is directly linked to how the brand is perceived and the kind of impact it leaves on an individual. Proceeding from this, we considered Medina, an establishment operating in Mannheim, and the Turkish corner they wished to have installed in a section of their restaurant – with its claim of being an “Ottoman Table” – within the framework of enhancing brand awareness to reinforce this very claim. Medina’s brand identity and positioning were built upon the foundation of offering an authentic experience, conveying cultural values, and highlighting gastronomic richness.
Customer experience is a rather significant factor in boosting brand awareness. Providing customers with a truly memorable experience is also rather crucial for fostering brand loyalty. While Medina’s core brand identity – built upon authentic flavours and hospitality – found its expression, its brand assertion regarding traditional atmosphere and cultural presence remained somewhat weak.
Beyond simply offering the rich flavours of Turkish cuisine, it’s rather important to also convey cultural values to visitors. The design of the Turkish corner was specifically undertaken with the aim of enhancing the brand awareness of the “Medina” steakhouse. Within this framework, the Turkish corner was conceived not merely as a decorative element, but also with the understanding that it would play a vital role in conveying cultural values. The historical atmosphere offered by this space is intended to assist both Turkish and international visitors in taking a historical journey, thereby gaining a better understanding of Turkish cuisine and culture; it was designed to provide not just a meal, but a genuine cultural experience.
A strong emphasis was placed on Ottoman-Turkish influence, whilst also incorporating Arabesque elements. The motifs that extend throughout the venue encompass a culture spanning not only the Ottoman Seljuk periods but also reaching back to the Umayyad dynasty. A welcoming and warm space was created, where authentic elements were modernised to a certain extent. The rich, warm colour palette and traditional design, offering a space where the East is experienced with an Ottoman-Turkish emphasis, contributed to the strengthening of brand awareness by allowing customers to feel as though they were in a venue in Turkiye.
When we consider the contribution of this work to Medina’s brand awareness:
– It provides an opportunity to visually express the restaurant’s cultural identity and brand values. By offering customers both an authentic and an aesthetically pleasing experience, it underscores the restaurant’s commitment to and distinctiveness within Turkish culture. This creates a point of attraction, particularly for Turkish customers and foreign patrons interested in Turkish culture, thereby strengthening its position in the market.
– A striking and original design renders the customer experience unforgettable. The visual aesthetic of the venue encourages customers to share the restaurant on social media platforms. This, in turn, organically increases brand recognition and creates a free advertising opportunity.
– By becoming a photo opportunity for those visiting the restaurant, particularly in the age of social media, the photographs taken by customers here spread the restaurant’s name to a wide audience. This leads to the restaurant becoming more widely known on social media.
– This design has enabled the restaurant to differentiate itself from other steakhouses. Customers choose the restaurant not only for the food but also for the atmosphere and the experience. In an era where customers seek not just a meal but also an experience, this kind of cultural corner offers patrons an unforgettable encounter and transforms “Medina” into a unique destination in its region. This is a factor that strengthens the restaurant’s brand image and enhances customer loyalty.
– These elements, by targeting both the Turkish community in Mannheim and individuals of various nationalities interested in Turkish culture, hold the potential to expand the restaurant’s customer base.
In this instance, where we have assessed Medina’s Turkish corner as an aesthetic, cultural, and strategic tool for enhancing brand awareness, the restaurant’s cultural values are emphasised, an emotional connection is forged with customers, and the brand is differentiated from its competitors. This provides a significant foundation for the brand identity whilst also laying the groundwork for the brand’s marketing strategies.
Armeda