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
Toyota 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 FIVE Ps of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?
For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions. His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869
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