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What to Expect

Every brand needs a seat at the table to help change our food system, not just big brands. It’s “all hands on deck” to help more people get access to good food.  

You can expect a collaborative approach using my proven frameworks to synthesize your thoughts and connect the dots to bring clarity, consistency and confidence to every action you take. I’ve streamlined the processes for you to get the outcomes you need as you evolve from making a great product to building a strong brand.

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How to Take a Brand Management Mindset

Define

Whether you are scaling up or starting up, defining and documenting your brand strategy is a critical step to gain clarity and confidence that your actions are working together to build a strong, differentiated brand. This is foundational work serves as your “North Star” to integrate future business decisions.

The goal of brand strategy is to define how you will meet consumers’ needs in a way competitors can’t, or won’t. My step-by-step process helps synthesize external and internal inputs to position your brand to stand out.  

There is a TON of value and clarity from the process itself, in addition to the final deliverable!

 

Align

Taking a Brand Management approach helps align all areas of your business as you build trust and brand equity through consistently delivering on your promises. Whether you have a team or wear all the hats, make sure your decisions on the front and back end of your food business are working together in an efficient, cohesive way.

Part of what will help  you level up from making a great product to building a strong brand is aligning all areas of the business towards your North Star.  Everyone rowing in the same direction makes for a faster boat and a more motivated crew who can make decisions so you can review all the things instead of doing all the things. 

 

Activate

Once you’ve defined your strategy and aligned the business and your team around it, you want to make sure your tactical day-to-day plans are working together to bring your brand to life and stand out through every step of the customer lifecycle. This is why I talk about the cumulative effect – the whole is truly greater than the sum of it’s parts.
 
Your brand strategy is not meant to sit on the shelf – you can use it as your guide and your glue – a litmus test of sorts – as you review your plans and initiatives for strategic fit to help you build your brand effectively. You can pull out the full document for all the details, and hang up the at-a-glance Brand Strategy Snapshot for easy reference. 

 

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“I knew creating a strategy for our company’s brand was important, but I didn’t realize just how much it would help down the road as we made decisions about keeping all the areas of our business working together towards our goals.”

– Cathy J.

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This process applies to 1:1 work as well as the on-demand options. Let’s take a closer look to find the best fit for you.

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