Success
does leave clues and if you want your fresh prepared Grocerant niche food brand
to have distinctive differentiated messaging and positioning below are 10 clues
from Foodservice Solutions® Grocerant Guru®:
1. Purpose. Do you have contemporized customer fresh
food relevance? Why you are there? 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 is better for all”.
2. 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. What is the story behind you grocerant niche fresh food?
3. Consumer interaction. When you are first entering the
grocerant niche , 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 when
you enter the consumer ‘awareness, acceptance, and adoption phase.
4. 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?
5. 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. Our Grocerant ScoreCards can help you get on track.
6. 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. Differentiation does not mean different it means
familiar but with a grocerant niche fresh food twist.
7. Imitators. Imitation is the sincerest form 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 fresh food grocerant space, don’t follow.
8. Market leadership. Top brands are usually looked at as leaders in the
markets they compete in. Own the space, and understand why you do.
9. Grow. The best brands are flexible and capable of reshaping and
reinventing themselves and their messages over time. Consumers are not
static! Your brand must be dynamic and
grow, change and adapt over time. Know where the grocerant space is moving and
move with it.
10. 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.
Are you
trapped doing what you have always done and doing it the same way? Interested
in learning how Foodservice Solutions 5P’s of Food Marketing can edify your
retail food brand while creating a platform for consumer convenient
meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information
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