Black bull with horns, surrounded by neon yellow hearts, with a slice of pepperoni pizza, a hot dog, a container of fries or chicken, a knife and a fork, and a takeout container of Chinese food in the background.

The Bullhearted Brand

Restaurant Branding Book

Building Bullish Restaurant Brands That Charge Ahead of the Herd

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Available in hardback, ebook, and audiobook versions

Praise

Synopsis

What's Inside

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Praise for The Bullhearted Brand

The Bullhearted Brand is a fun read with actionable ideas and quips, making it engaging to read for anyone studying branding (restaurant focused or not) or starting a restaurant. The amount of value garnered from this may not have a direct ROI to your business, but is definitely a way to even the playing field for a boutique operator looking to launch!

Zach Waldren, Founder of Tailored By Design
Building a restaurant brand is hard work, but Joseph’s brilliant new book...will give you a playbook of how to [do it], but not in the conventional ways you think about. It takes courage and empathy to build your brand, and this book shows you how to do it.

Bobby Shaw, Author & Host of Cutting Onions
Joseph has spent a lifetime amassing knowledge, and so generously gives it all away in this book. Required reading for chefs and operators looking to take their brand to the next level.

Chip Klose, Author of Retaurant Marketing Mindset
...rarely do I find books on restaurant branding that capture the pros, cons and everything in between so thoroughly. There's hardly a page that my highlighter hasn't marked.

Will Riley, former VP of Marketing for Zaxby’s

Synopsis

Grab the bull, and your restaurant brand, by the horns

The statistics are infamous with anyone in the industry–newbie or veteran. Many restaurants never make it past year one, and even less make it to year five. But why? What’s are the causes of such high rates of failure? While one can argue for one cause or another, the truth is that it’s rarely one thing that causes failure. Instead, it’s usually a perfect storm of multiple causes that lead to a failing business model. It’s my belief, that most, if not all, of these causes could be avoided through an understanding and adoption of branding best practices.

When true branding best practices guide the development and growth of a restaurant concept, the risk of failure is reduced.

What’s Inside

The Bullhearted Brand is a no-fluff guide to building restaurant brands that are bold, clear, and unforgettable. It walks you through a proven framework for defining your brand’s purpose, personality, and position in the market—all rooted in behavioral psychology and built for real-world growth. From brand strategy to guest experience, this book gives you the tools to create a brand people crave.

10 proverbial stories based on bulls that illustrate the right thinking to build successful restaurant brand experiences

Step-by-step outline of what makes strong brands and a process for building a strong brand strategy foundation

High-level guide to activating strong, successful marketing efforts that build from the brand basis

Extras & Downloads

In The Bullhearted Brand, I mention links to valuable resources that will help you frame up your restaurant brand. These resources help you set a process for building restaurant brands that charge ahead of the herd.

Example Brand Standards Manual

Brand manuals document the details of a brand’s strategic framework, its visual identity, and its verbal identity. Every brand should have one. Here’s an example.

Golden lasso diagram

Visualizing The Golden Lasso is important for reminding everyone of the platforms of the brand and the unique relationship with the Patrons it seeks to attract.