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BUILDING YOUR BRAND




                      Lizzy Caston
                 Business 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 IS
The 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. “


          SORT OF. BRANDING IS REALLY…

  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




            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                   •Satisfy a Need or Solve a
•Superior                    Problem
•Perceived Value             •Stays Relevant to Demand
•Trusted                     •Appropriate Price and Value
•Preferred                   •Well Positioned
•Profitable                  •Consistent and Reliable
•Recognizable                •Cohesive & Integrated
                             •Sustained Over Long Term



     Getting Your Recipe to Market. Spring 2012
IF YOU HAVE A WEAK BRAND
YOU HAVE A WEAK PRODUCT



                                 OR….




 Getting Your Recipe to Market. Spring 2012
8 ELEMENTS OF BRAND BUILDING
1.   Delight Your Customers
2.   Position Your Brand
3.   Be Consistent
4.   Coordinate & Integrate All Marketing Efforts
5.   Offer Appropriate Price/Value
6.   Innovate
7.   Execute With Excellence
8.   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
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/
 http://www.ipsos-na.com/dl/pdf/knowledgeideas/advertising/Ipsos_ASI_BrandValue.pdf



             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
Branding ENHANCES the EXPERIENCE. Branding is not the product

You Still Need an AMAZING (and SAFE) PRODUCT that DELIGHTS
CUSTOMERS




http://www.brandingstrategyinsider.com/2011/09/innovation-growth-requirement-for-brands.html




              Getting Your Recipe to Market. Spring 2012
BRAND ELEMENTS
Visual - Logo, Font, Color Palettes, Shapes,
Packaging
Verbal - Narrative, Tagline, Keywords,
Messaging

            WHAT’S YOUR STORY?
         WHY SHOULD PEOPLE CARE?
       Narrative Marketing…Story Telling
         A Good Story = a Good Brand

Tactile – Touch (packaging), Shapes, Scent,
Taste

http://www.slideshare.net/wizkidrx/brand-elements




              Getting Your Recipe to Market. Spring 2012
BRAND CHANNELS
PACKAGING
Store Shelves
WORD OF MOUTH
Billboards
Signs (mobile signs)
Television, Radio
WEBSITE
Print Collateral: cards, stationary, brochures
Print Advertising: magazines, newspapers
Digital : keyword ads, banner ads, online ads,
Newsletters, Email lists, Customer Lists
Video
Social Media: Facebook, YouTube, Twitter, etc



            Getting Your Recipe to Market. Spring 2012
WEBSITE
IF YOU DON’T HAVE A WEBSITE YOU ARE INVISIBLE
75% 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.

                                           http://www.slideshare.net/wizkidrx/brand-elements



         Getting Your Recipe to Market. Spring 2012
TRACK & ADAPT
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


http://www.brandingstrategyinsider.com/2011/09/innovation-growth-requirement-for-brands.html




              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
                        Books
                       Websites
                         SBA
                        SBDC
                   FoodBizStartup
Professional Associations: American Marketing Assoc.
          Schools: PSU, PNCA, Art Institute
  North American Specialty Food Trade Association




Getting Your Recipe to Market. Spring 2012

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Building your specialty food brand gyrm spring_2012

  • 1. BUILDING YOUR BRAND Lizzy Caston Business Advisor, GYRM Getting Your Recipe to Market. Spring 2012
  • 2. BUZZWORD BINGO? BRANDING? Getting Your Recipe to Market. Spring 2012
  • 3. BRANDING SPHERE Getting Your Recipe to Market. Spring 2012
  • 4. BRANDING IS The 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. “ SORT OF. BRANDING IS REALLY… 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 Getting Your Recipe to Market. Spring 2012
  • 5. 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
  • 6. BRANDING EXPLAINED in 3 minutes http://www.youtube.com/watch?v=JKIAOZZritk Getting Your Recipe to Market. Spring 2012
  • 7. 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
  • 8. WHAT MAKES BRANDS GREAT? •Different •Satisfy a Need or Solve a •Superior Problem •Perceived Value •Stays Relevant to Demand •Trusted •Appropriate Price and Value •Preferred •Well Positioned •Profitable •Consistent and Reliable •Recognizable •Cohesive & Integrated •Sustained Over Long Term Getting Your Recipe to Market. Spring 2012
  • 9. IF YOU HAVE A WEAK BRAND YOU HAVE A WEAK PRODUCT OR…. Getting Your Recipe to Market. Spring 2012
  • 10. 8 ELEMENTS OF BRAND BUILDING 1. Delight Your Customers 2. Position Your Brand 3. Be Consistent 4. Coordinate & Integrate All Marketing Efforts 5. Offer Appropriate Price/Value 6. Innovate 7. Execute With Excellence 8. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. THE RIGHT VALUE & COST 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/ http://www.ipsos-na.com/dl/pdf/knowledgeideas/advertising/Ipsos_ASI_BrandValue.pdf Getting Your Recipe to Market. Spring 2012
  • 18. “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
  • 19. EXECUTE WITH EXCELLENCE Branding ENHANCES the EXPERIENCE. Branding is not the product You Still Need an AMAZING (and SAFE) PRODUCT that DELIGHTS CUSTOMERS http://www.brandingstrategyinsider.com/2011/09/innovation-growth-requirement-for-brands.html Getting Your Recipe to Market. Spring 2012
  • 20. BRAND ELEMENTS Visual - Logo, Font, Color Palettes, Shapes, Packaging Verbal - Narrative, Tagline, Keywords, Messaging WHAT’S YOUR STORY? WHY SHOULD PEOPLE CARE? Narrative Marketing…Story Telling A Good Story = a Good Brand Tactile – Touch (packaging), Shapes, Scent, Taste http://www.slideshare.net/wizkidrx/brand-elements Getting Your Recipe to Market. Spring 2012
  • 21. BRAND CHANNELS PACKAGING Store Shelves WORD OF MOUTH Billboards Signs (mobile signs) Television, Radio WEBSITE Print Collateral: cards, stationary, brochures Print Advertising: magazines, newspapers Digital : keyword ads, banner ads, online ads, Newsletters, Email lists, Customer Lists Video Social Media: Facebook, YouTube, Twitter, etc Getting Your Recipe to Market. Spring 2012
  • 22. WEBSITE IF YOU DON’T HAVE A WEBSITE YOU ARE INVISIBLE 75% 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. http://www.slideshare.net/wizkidrx/brand-elements Getting Your Recipe to Market. Spring 2012
  • 23. TRACK & ADAPT 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 http://www.brandingstrategyinsider.com/2011/09/innovation-growth-requirement-for-brands.html Getting Your Recipe to Market. Spring 2012
  • 24. 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
  • 25. RESOURCES Books Websites SBA SBDC FoodBizStartup Professional Associations: American Marketing Assoc. Schools: PSU, PNCA, Art Institute North American Specialty Food Trade Association Getting Your Recipe to Market. Spring 2012