Whether you’re reading Yelp reviews or visiting the website of the newest restaurant in town, it’s hard not to notice common themes and the recurrence of certain descriptors. Fresh, customized, local, and authentic—they’re everywhere, and they’re what Millennials want. These buzzwords are in many ways driving the direction of the restaurant space.

But words are open to interpretation and bringing these attributes to life isn’t always an easy feat. How do you create experiences that not only talk the talk but walk the walk, too? Having a clear and relevant point of view can strengthen a restaurant brand.

In today’s crowded market, it’s more important than ever to stand for something. The qualities you embody will depend on your offering and your core customer, but it’s up to you to keep your brand true to itself.

Carin Stimolo is a principal and Leah Schwartz is a copywriter at Continuum, a global innovation design consultancy.