how to build a profitable food business brand in...
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How to Build a Profitable Food Business Brand
in 11 Easy Steps James N. Barnes
Associate Professor & Extension Economist StoryBrand Certified Marketing Guide & Copywriter
Department of Agricultural Economics Mississippi State University
Email: [email protected]
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Most Companies Waste An Enormous Amount of Money
on Marketing
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Reason #1 Companies don’t clearly explain their product or service offer.
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Reason #2 Companies don’t explain how a customer’s life can be made better if a customer buys their product or service.
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Reason #3 Customers don’t know the steps to do business with a company.
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Brand Message Grunt Test 1. What’s the product/service? 2. How does it make the customer’s life better? 3. How do I buy or engage?
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Overview ü Marketing and Branding Defined ü Why Is Building a Brand Easy Today ü An 11-Step Plan ü Final Points about Brand Building ü A FREE Brand Message Tool ü Your questions
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Marketing and Branding Defined
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Marketing Defined Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Source: The MASB Common Language Project. hEp://www.themasb.org/common-language-project/ hEp://en.wikipedia.org/wiki/Marketing
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"A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme.”
Source: SEMPO and Wikipedia
“The marketing practice of creating a name, symbol or design that identifies and differentiates a product from others.”
Source: Entrepreneur Magazine 2018
Brand and Branding Defined
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How Branding and Marketing Differ
ü Marketing is what YOU do online and elsewhere to tell customers about your products and services
ü Branding is what customers say about you based on their experiences with your products or services
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Example: Bottled Water
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Brand Message Guidance - If you confuse, you’ll lose. Customers crave clarity. Give
them clear messages.
- When you agitate a customer’s desire, they enter into the story of YOUR brand and what YOUR selling.
- If you stop talking about your customer’s problems, they
stop paying aEention to your brand. Keep talking.
- Your customer is always the hero in the story, not your brand.
- Give your customers an easy, step-by-step plan to do business with you
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Examples of Clear Brand Messages
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A Clear Marketing Example
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A Clear Marketing Example
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Why Is Building a Brand Easy Today?
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The answer:
The rise of social media.
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THE RISE OF SOCIAL MEDIA
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THE RISE OF SOCIAL MEDIA
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THE RISE OF SOCIAL MEDIA
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THE RISE OF SOCIAL MEDIA
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The 11-Step Plan
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THE 11-STEP PLAN STEP ONE: Determine the problem that will be solved. What is the problem that you are trying to solve by establishing a personal brand? How will you differentiate yourself among the competition?
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STEP TWO: Determine your target market: Age, income, demographics, location. STEP THREE:
Determine the social media platform where your target market audience engages.
THE 11-STEP PLAN
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STEP FOUR:
Develop a clear marketing message so customers will listen. STEP FIVE:
Build your business plan.
THE 11-STEP PLAN
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STEP SIX:
Find business mentors who can help you with your business plan. Let them review your plan and listen to them.
STEP SEVEN:
Build your website using your clear marketing message. Show empathy and authority to connect with customers
THE 11-STEP PLAN
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THE 11-STEP PLAN STEP EIGHT:
Develop a social media marketing strategy and organize content for at least 90 days. STEP NINE:
Build your sales funnel. Use social media ads to drive people from your social media platform to your website.
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THE 11-STEP PLAN STEP TEN:
Develop your primary strategy for gaining emails from your website by offering FREE PDFs or FREE videos (how-to) STEP ELEVEN:
Use email marketing to nurture social media fans into a relationship with you so you can help transform their lives
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Final Points
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ü Building a brand is about showing empathy to your customers in that you understand their problem and you can offer them a solution – your product/service
ü Building a brand means building a relationship with customers
TWO KEY POINTS
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Most Companies Waste An Enormous Amount of Money
on Marketing
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Brand Message Grunt Test 1. What’s the product/service? 2. How does it make the customer’s life better? 3. How do I buy or engage?
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FREE Brand Message Tool
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h.ps://www.mystorybrand.com/
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hEps://brickstoclicks.extension.msstate.edu/
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hEps://brickstoclicks.extension.msstate.edu/
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How to Build a Profitable Food Business Brand
in 11 Easy Steps James N. Barnes
Associate Professor & Extension Economist StoryBrand Certified Marketing Guide & Copywriter
Department of Agricultural Economics Mississippi State University
Email: [email protected]