Branding and Marketing for Restaurant Point of Sale Systems

When Electronic Merchant Systems acquired the restaurant point of sale software Total Touch POS, it strengthened EMS's ability to serve the table and counter service segments of the hospitality industry.

Many merchant services providers offer multiple solutions that confuse end-users.  EMS is solely focused on developing Total Touch into a restaurant management solution that will help restaurants be more efficient and profitable as they deliver exceptional guest experience. 

Branding and Marketing for Restaurant Point of Sale Systems

Launching a Visual Brand and Identity for Success

EMS knew we needed to position Total Touch as an alternative solution for restaurant owners and managers that rely on a POS system to manage every aspect of their restaurant business.  We’re delighted with the new Total Touch logo and tagline that captures the essence of our brand and tells buyers exactly what they can expect.

The Business Case

Relaunching A Restaurant Point of Sale Brand

In the crowded hospitality industry, it’s challenging for a company with a strong regional focus to earn a position as the preferred choice in a national market.

Electronic Merchant Systems challenged Aespire to relaunch the Total Touch brand to recruit resellers and support their goal of 500 new installations to increase market share.  Our initial recommendation for the rebranding was to follow a plan that included:

  • Brand Strategy (Continuous)
  • Opposition research
  • Clear messaging that focused on the needs of the customer,
  • A new visual identity, and
  • A website design that makes customers and dealers the focus of their brand story, beginning with the StoryBrand Marketing framework
Brand Strategy:

Building a Brand With StoryBrand Insights

Beginning with brand positioning and strategy sessions, Aespire guided the Total Touch executive team through a 7-part framework to develop brand messaging.  Using the proven messaging framework, StoryBrand, the team successfully clarified:

  • Who customers are and what problems customers and dealers want to be solved;
  • How Total Touch Point of Sale guides end-users and dealers (resellers) to achieve their distinctively different goals; and
  • Cast a vision for the success end-users and dealers will experience if they buy the software or sign up.

To develop the new logo and visual identity, Aespire relied on direction gathered from initial research and input into our Brand Clarity strategy, exploring options for symbols, typography, and color. 

Total Touch selected a new logo that represents the absolute control that bar and restaurant owners will experience when they use the easy-to-use software.  The subtle lift of the green arrow represents the proven forward and positive growth Total Touch delivers and allows this logo to stand out from competitors.

Outcomes:

Brand Awareness and Sales Growth Through a Complete Sales Funnel

Aespire equipped the software and business development team with a comprehensive Brand GuideBook and marketing components that empower Total Touch to:

  • Enhance social media with messaging elements from the Brand GuideBook (Follow Total Touch here »)
  • Have a unified elevator pitch, one-liner, and shared marketing phrases so every on the team is speaking with one voice
  • Have the components and standards upon which to build the visual aspects of the brand identity
  • Develop an ongoing series of recruiting and marketing pieces that align content with the Brand Messaging framework.
  • Communicate clearly with restaurant owners and provide a professional website presence for Authorized Dealers to refer customers

Significant Increase in End User and Dealer Acquisition

Contributes to 25% Revenue Growth in Merchant Processing

300% Engagement Growth in Multiple Channels

How Did Aespire Solve Your Growth Challenges?

Brand Differentiation with Customer and Dealer Insight

“Aespire guided our team through their positioning process, helping us identify what makes our software solution and brand different and clarifying our marketing message based on what end-users are listening for.  Through research with our POS dealers, end-users, and by implementing the StoryBrand framework, we identified how to clearly communicate with both end-users and resellers in ways that speak to their success.

Based on their competitor research and naming advice, Aespire designed several logo concepts that we knew had to be successful in print, digital media, and in the point of sale software itself. We’re delighted with the new Total Touch logo and tagline that captures the essence of our brand and tells buyers exactly what they can expect.”


Positioning the Brand and Messaging for Future Growth

“Total Touch’s brand and marketing continue to focus on helping successful restaurant owners increase profitability when they use the powerful and easy-to-use software.  Dealers are more respected and sell with more confidence because our messaging helps them speak with empathy and authority about value.  

Instead of trying to compete solely on price, speaking to value helps them drive sales, successfully support customers, and create greater loyalty for their business and brand when their customers succeed.  We continue to see engagement growth in multiple channels, from our website to social media and our trade show initiatives.”

Positioning the Total Touch Brand as the Guide for Busy Restaurant Owners

We know restaurant owners and managers are busy, and in their competitive industry, focused on performance and profit. With POS systems becoming increasingly sophisticated, Aespire continues to guide Total Touch with messaging and creative solutions that help us connect with restaurant owners and their needs with clear and concise messaging.  We’ve gone from a product few people have heard of to a brand that consistently proves that Total Touch has our end-users success in mind.

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