Restaurants,
Grocery Stores, Convenience Stores, Dollar Stores are battling Ikea, Costco Wholesale,
Ralph Lauren, and Nordstrom’s for a larger Share of Stomach according to Steven
Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Established
food retailers and start-up fresh food retailers both strive to create or
maintain consumer relevance while evolving their own food brands.
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 Nike's, 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.
Battle for Share of Stomach
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
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