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Large companies want their brand to be recognised by customers and they do this by setting the same standards across all their outlets.

This is known as corporate image and includes things like:

• A logo
• Uniform/dress code
• The menu
• The layout of all outlets
• Advertising materials

Logo

Logos are pictures or graphics designed for a company as a method of advertising. The logo will be on the building so customers recognise it immediately.

It will also be on packaging, headed note paper, menus and in some high end businesses it may be on the crockery.

The same logo will be used in every country where the business operates.

Uniform

Uniform is worn by all staff so they can be recognised by colleagues and customers. The company usually provides the uniform, staff do not have to buy it.

This ensures that staff are well turned out, creating a good impression.

Menus

Menus are usually the same or similar in all outlets belonging to the company. This means it can place large orders with dedicated suppliers so the quality of food is consistent across all outlets.

By ordering in large quantities the cost price is lower and the profit margins are higher. Customers become familiar with the menu and recognise the quality they can expect.

Layout

Layout is the same in all outlets. This means the company colours will be used, the design and arrangement of furnishings will be the same.

Advertising

Advertising is an important aspect of marketing a business. All promotional materials will be designed using the company logo and colours so that customers recognise it immediately.