What does the word “brand” mean, anyway? It is a word that gets used a lot and has different meanings to different people. A brand may be most often thought of in terms of communication; the logo, the font…the “branding” that tells a customer what they should expect. However, this is better referred to as the visual branding.
Then there are the brands that become an indispensable part of the users everyday life – literally part of their own personal identity. How do they do that? That kind of relationship is rooted in the brand’s strategy.
As food marketers and food entrepreneurs, it is important to understand that a brand is all encompassing. Your Brand Strategy is like the north star of your business, the guide for all you do. This means your ingredients, your packaging, labels, who you partner with, your company culture, your communications…all of this affects the experience a customer will have when engaging with your product and the impression you will leave them with after using your product.
This is why it is so important to have a clearly defined and documented brand strategy and take a brand management approach to managing your business. Your strategy will serve as a guide for you, your team and your external partners as you continue to grow and make decisions for your business.
When you know where you’re heading you can more easily avoid missteps along the way and ensure that everything you and your team does is bringing you towards your vision, goals…and most importantly, your consumer!
In This Episode:
- Why it is important to be present and engage with your customers face to face
- Defining the term “brand management”
- How every aspect of your brand is tied together
- Ways to align your business around your brand and activate your strategy for a better customer experience
- This includes:
- Marketing
- Product Formulation/Ingredients
- Operations
- Packaging
- R&D
- And more!
- Resources to get started creating an integrated brand strategy
Quotes:
“We need to integrate the brand strategy across all areas of your business.” — @RealFoodBrands
“You know you’re thinking like a brand manager when you see every function of your business, every team member, and every external partner as a way to organize your brand around your customer’s needs.” — @RealFoodBrands
“Over time, a lack of alignment starts to confuse your customer, or worse, it frustrates them.” — @RealFoodBrands
Resources: