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