The undercurrent’s of retail success begins with an
understanding where the consumer has been and where they are headed. Tacoma, WA
based Foodservice Solutions® Grocerant Guru®, Steven Johnson understands
that the consumer is dynamic not static. If you are starting a new food focused
company or fighting to stay on top here are 10 clues to keep your brand
dynamic:
1. Symbolism: 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 aka customer relevance.
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’s your story? It’ the Why behind the buy.
3. A track record: 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. It’s not what you want to sell. Rather it’s what Consumers buy form you becomes the story.
4. Trust: When you've consistently delivered for your customers long enough, you'll gain the type of trust that many brands have. Case in point: a friend of mine always reminds people that he won't buy an automobile that isn't a BMW. He's had a good experience with his and trusts so much in the company that he doesn't believe there's a better-made car.
1. Symbolism: 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 aka customer relevance.
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’s your story? It’ the Why behind the buy.
3. A track record: 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. It’s not what you want to sell. Rather it’s what Consumers buy form you becomes the story.
4. Trust: When you've consistently delivered for your customers long enough, you'll gain the type of trust that many brands have. Case in point: a friend of mine always reminds people that he won't buy an automobile that isn't a BMW. He's had a good experience with his and trusts so much in the company that he doesn't believe there's a better-made car.
5. Expectation: 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.
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.
7. Imitators: Imitation is the sincerest form of flattery and you're probably not a 'brand' until you have competitors trying to copy you. Welcome to my world. Haha
8. Market leadership: Top brands are usually looked at as leaders in the markets they compete in. Market leadership does not mean pricing. Look at Trader Joes, Aldi, Wal-Mart, Lidl consumer adoption and market perception drive leadership.
9. Adaptability: The best brands are flexible and capable of reshaping, reinventing themselves and their messages over time. Coca-Cola is a good example of a brand that has never abandoned its core product but has evolved its message over time to keep up with changes in the marketplace and society at large.
10. A strong marketing presence: Although it's nice to believe that you can market yourself for free on Facebook and Twitter, the reality is that brands aren't advertising on television and radio because they're dumb. Building and maintaining brand equity requires consumer relevance. Consumers are dynamic not static your marketing efforts must continually evolve.
Success does leave clues www.FoodserviceSolutions.us is the global leader in grocerant niche
business development. We can help you
identify, quantify and qualify additional food retail segment opportunities. Has your company had a Grocerant ScoreCard
completed Grocerant Program Assessment, or new Grocerant niche product
Ideation? Want one? Call 253-759-7869 Email: Steve@FoodserviceSolutions.us
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