Post on 21-Jan-2015
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Getting Your Recipe to Market. Spring 2012
BUILDING YOUR BRAND
Lizzy CastonBusiness Advisor, GYRM
Getting Your Recipe to Market. Spring 2012
BUZZWORD BINGO? BRANDING?
Getting Your Recipe to Market. Spring 2012
BRANDING SPHERE
Getting Your Recipe to Market. Spring 2012
BRANDING ISThe American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. “
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
SORT OF. BRANDING IS REALLY…
Getting Your Recipe to Market. Spring 2012
BRANDING IS NOT“Your brand is not just your logo, it is an experience that lives in your customer's gut” - Robert Brunner for Citrix Product Design Group
Getting Your Recipe to Market. Spring 2012
BRANDING EXPLAINED in 3 minutes
http://www.youtube.com/watch?v=JKIAOZZritk
Getting Your Recipe to Market. Spring 2012
STRONG BRANDING IS CRITICAL FOR FOOD BUSINESSES!
…AND I’M A BUSY MOM WHO NEEDS Low Sugar, Natural YOGURT FOR MY CRYING TODDLER…RIGHT NOW
Getting Your Recipe to Market. Spring 2012
WHAT MAKES BRANDS GREAT?
•Different•Superior•Perceived Value•Trusted•Preferred•Profitable•Recognizable
•Satisfy a Need or Solve a Problem•Stays Relevant to Demand•Appropriate Price and Value•Well Positioned•Consistent and Reliable•Cohesive & Integrated•Sustained Over Long Term
Getting Your Recipe to Market. Spring 2012
IF YOU HAVE A WEAK BRANDYOU HAVE A WEAK PRODUCT
OR….
Getting Your Recipe to Market. Spring 2012
8 ELEMENTS OF BRAND BUILDING1. Delight Your Customers2. Position Your Brand3. Be Consistent4. Coordinate & Integrate All Marketing Efforts5. Offer Appropriate Price/Value6. Innovate7. Execute With Excellence8. Track and Adapt
http://www.slideshare.net/tammykatz/grow-your-specialty-foods-brand-8-ways-to-grow-big-while-spening-small-presentation
Getting Your Recipe to Market. Spring 2012
LISTEN, OBSERVE…OBSESS ABOUT DELIGHTING YOUR CUSTOMERS…
http://www.covalentmarketing.com/index.php/2012/01/10/mind-the-gap-464-million-users/
Getting Your Recipe to Market. Spring 2012
RESEARCH RESEARCH RESEARCH
1. Who is your brand?2. What is your specialty?3. Who is your target customer, and what are their needs?4. Who are your competitors?5. What is your key/unique benefit or differentiator over
competitors?6. Why should anyone believe you can deliver the goods?
Is your best friend…
Getting Your Recipe to Market. Spring 2012
PRODUCT POSITIONING
Create a Brand Positioning Statement:Positioning statements are a way to concisely communicate to web designers, people designing your packaging and your advertising what they need to do. They are also your grounding roadmap for your brand…
•For [target end user]•Who wants/needs [compelling reason to buy]•The [product name] is a [product category]•That provides [key benefit].•Unlike [main competitor],•The [product name] [key differentiation]
http://www.johnmossmarketing.com/how-to-create-a-positioning-statement.html
Getting Your Recipe to Market. Spring 2012
FRESH POPPED POPCORN! For [People who love popcorn, and make it at home]Who wants/needs [But are frustrated with uneven popping results]•The [Orville Redenbacher] is a [premium uncooked popcorn]•That provides [That pops up fluffier, more even, with less unpopped kernels leftover in the pan].•Unlike [cheaper brands of Popcorn],•The [Orville Redenbacher was developed by a multigenerational popcorn farmer, and we grow the best corn and pick the corn at the right time. Orville Redenbacher dedicated his life to making the perfect popcorn. We pass our perfect popcorn onto you]
Getting Your Recipe to Market. Spring 2012
COORDINATE & INTEGRATE ALL EFFORTS
• Integration = impact. Lack of integration = fragmentation
• Consistent, strong messaging• Do all your CHANNELS align?• Do you have information ready for distribution?• consistency = strength
Even something as simple as Email should be integrated!
http://www.slideshare.net/j4g2r/integrated-brand-marketing-presentation
Getting Your Recipe to Market. Spring 2012
INTEGRATION = STRONG CUSTOMER EXPERIENCE
Even something as simple as Email should be integrated!
http://www.amicusgroup.com/touchpoints.pdf
Getting Your Recipe to Market. Spring 2012
THE RIGHT VALUE & COST
http://www.ipsos-na.com/dl/pdf/knowledgeideas/advertising/Ipsos_ASI_BrandValue.pdf
Value is a simple equation. It is based on what you get for what you pay. It’s about Perception, as much as it is more than True Dollar Costs
Experience, Self Reward, Peace of Mind, Comfort, Self Esteem & Image, Time Savings, Lifestyle, Core Beliefs and Values, etc. ALL PLAY A BIG ROLE
http://logoblink.com/power-brand-haagen-dazs/
Getting Your Recipe to Market. Spring 2012
“INNOVATE OR DIE”Enlightened companies innovate around life experiences and meanings rather than competitive or functional features and benefits.
http://www.brandingstrategyinsider.com/2011/09/innovation-growth-requirement-for-brands.html
Getting Your Recipe to Market. Spring 2012
EXECUTE WITH EXCELLENCE
http://www.brandingstrategyinsider.com/2011/09/innovation-growth-requirement-for-brands.html
Branding ENHANCES the EXPERIENCE. Branding is not the product
You Still Need an AMAZING (and SAFE) PRODUCT that DELIGHTS CUSTOMERS
Getting Your Recipe to Market. Spring 2012
BRAND ELEMENTS
http://www.slideshare.net/wizkidrx/brand-elements
Visual - Logo, Font, Color Palettes, Shapes, PackagingVerbal - Narrative, Tagline, Keywords, Messaging
WHAT’S YOUR STORY? WHY SHOULD PEOPLE CARE?
Narrative Marketing…Story TellingA Good Story = a Good Brand
Tactile – Touch (packaging), Shapes, Scent, Taste
Getting Your Recipe to Market. Spring 2012
BRAND CHANNELSPACKAGINGStore ShelvesWORD OF MOUTHBillboardsSigns (mobile signs)Television, Radio
WEBSITEPrint Collateral: cards, stationary, brochuresPrint Advertising: magazines, newspapersDigital : keyword ads, banner ads, online ads, Newsletters, Email lists, Customer ListsVideoSocial Media: Facebook, YouTube, Twitter, etc
Getting Your Recipe to Market. Spring 2012
WEBSITE
http://www.slideshare.net/wizkidrx/brand-elements
IF YOU DON’T HAVE A WEBSITE YOU ARE INVISIBLE75% of Americans Use the Web – The Majority Are Looking for a product or service
Search Engine Optimization – helps them find you by keywords (organic, chocolate, ice-cream, gluten free)
B2B – Sales – more and more business opps happen on the web
The Web is the New Marketplace.
Getting Your Recipe to Market. Spring 2012
TRACK & ADAPT
http://www.brandingstrategyinsider.com/2011/09/innovation-growth-requirement-for-brands.html
The World Changes, Your Products, Image Should Too…
But Your Brand is Still Your Guiding Force…Core Values Remain the Same
•Identify Key Performance Objectives and Goals•Commit to Measure Performance vs. Objectives•Track Sales by amount, channel, cycles, trigger dates, trigger activities•Track Brand Awareness – solicit input and feedback customers, buyers, focus groups, surveys? •Social Media Monitoring – what are people saying, what aren’t they saying online about you, similar products, competition>•Competitive Analysis – Continuum
Getting Your Recipe to Market. Spring 2012
HAVE FUN!!!!You are now living the dream…This is your time to create, grow, shine, stretch, reinvent yourself, and work like you’ve never worked before…
Fun is Infectious!
Getting Your Recipe to Market. Spring 2012
RESOURCES
BooksWebsites
SBASBDC
FoodBizStartupProfessional Associations: American Marketing Assoc.
Schools: PSU, PNCA, Art InstituteNorth American Specialty Food Trade Association