Established food
retailers and start-up fresh food retailers both strive to create or maintain
consumer relevance while evolving their own brand. Foodservice Solutions® Grocerant Guru™
believes that the following ten clues to build a contemporized food brand can
help any food retailer maintain relevance.
Purpose: Why
you are there contemporized relevance! The most successful brands are inclusive
include values greater than themselves. A lifestyle, a philosophy, an emotion a
point in time today that means better for you.
A story: Most major brands have a story. Examples: if
you like Ford vehicles, you might be familiar with the story of Henry Ford or
if you love your Nikes, you probably know how the Nike swoosh logo was created.
Consumer interaction:
When your
business is first starting out, don't fool yourself into believing that your
marketing efforts are 'brand building'
efforts.
They're not because to build a real brand, you have to have an extensive track
record with consumers. Consumer will build the brand and the story for you.
Trust: When you've consistently
delivered for your customers long enough, you'll gain the type of trust that
many brands have. Would you buy a
Toyoda today? Maybe so, but how long do
they have to rebuild that trust?
Consistency: When a consumer chooses a product or service because of
brand association, he or she is buying an expectation. Perhaps it's the
expectation that the branded product is of higher quality or that the service
will be provided in a more efficient manner. The expectation must be met time
after time.
Differentiation: Expectation is often borne of differentiation. Many brands offer products and services that are commodities but they're successful in developing some differentiation for their products and services that consumers are sold on.
Imitators: Imitation is the sincerest of flattery and you're probably not
a 'brand' until you have competitors trying
to copy you. Do what you do best and lead your niche don’t follow.
Market leadership: Top
brands are usually looked at as leaders in the markets they compete in. Own the space,
and understand why you do.
Grow: The best brands are flexible and capable
of reshaping and reinventing themselves and their messages over time. Brands
are either growing or dying. Consumers are not static! Your brand must be dynamic and grow, change
and adapt over time.
A strong marketing presence: The information
super highway is evolving; your message must follow the traffic. Don’t get stuck on the road less traveled
For corporate presentations, confidential
engagements, educational forums, or keynotes contact: Steven Johnson Grocerant
Guru™ at Tacoma, WA based Foodservice Solutions at: Linkedin.com/in/grocerant Steve@FoodserviceSolutions.us or www.FoodserviceSolutions.us . Facebook.com/Steven Johnson,
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