Foodservice Solutions® Grocerant Guru Steven Johnson presented 10 steps
required to build your brand or edify positioning. Win customers while fending off competitors leverage
these 10 success steps. Here is a recap
of my presentation. Success does leave
clues below are 10 of them.
. Why you are there! The most successful brands are inclusive include values greater than
themselves. Here is an example: A lifestyle, a philosophy, an emotion a point
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.
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
. 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.
. 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
. 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.
is the sincerest of flattery and you're probably not a
'brand' until you have competitors trying to copy you.
8. Market leadership
. Top brands are usually looked at as leaders in the markets they compete in.
. The best brands are flexible and capable of reshaping and 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, maintaining brand equity
requires awareness and awareness requires on-going evolving marketing efforts.
in learning how the 5P’s of Food Marketing can edify your retail food brand
while creating a platform for consumer convenient meal participation
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