4 Common Brand Strategy Mistakes (and How to Fix Them)

01/22/20 • 21 min

Food Business Marketing | Brand Strategy Tips to Build Real Food Brands

Brand strategy is an essential part of building a business that will grow, but we see a lot of food businesses make the same mistakes when it comes time to actually put it into action. On this episode of the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva goes over the four most common brand strategy mistakes, and what to do if you think you might be making them.

In This Episode:

The resources Real Food Brands is offering to help you build your brand.
How to differentiate your brand in the market.
The question you need to ask yourself about how to make your brand stand out.
Why consistency is so important in all of your brand’s materials.
How to use the “one-room test” to see if your brand is showing up consistently in the marketplace.
Why “I” and “we” are dangerous words to overuse in your marketing copy.
Why many founders forget to communicate their brand strategy to their team, and what to do about it.

Resources:

In This Episode:

The resources Real Food Brands is offering to help you build your brand.
How to differentiate your brand in the market.
The question you need to ask yourself about how to make your brand stand out.
Why consistency is so important in all of your brand’s materials.
How to use the “one-room test” to see if your brand is showing up consistently in the marketplace.
Why “I” and “we” are dangerous words to overuse in your marketing copy.
Why many founders forget to communicate their brand strategy to their team, and what to do about it.

Resources:

Previous Episode

Using Content Strategy to Streamline Food Business Marketing with Chelsea Rainey

Having one integrated marketing plan, versus a more ad hoc and piecemeal approach, helps make sure that all of your efforts are consistent, coordinated and focused on creating a purchase cycle that eventually turns your customers into brand advocates. Between the visuals and the brand story that you’re telling, your content is your chance to draw people in, build trust, and have a genuine conversation with your customers.

Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva talks with Chelsea Rainey, the Founder of Culinistics, which helps aspiring food and beverage entrepreneurs create a powerful brand story, focus their brand strategy, target their ideal customer, and showcase their signature offer through mindset coaching and research-based creative design. In this episode, we talk about how to develop your content strategy, maintain consistency across channels, and avoid burnout.

In This Episode:

The key pieces that should make up the backbone of your content strategy.
How to maintain consistency across online and offline content.
How using the three pillars approach can help keep your content consistent.
The difference between creating content and strategizing content.
How to develop content with a specific purpose in mind.
The questions Chelsea walks her clients through to develop a content strategy.

Resources:

Next Episode

Creating a Beverage Brand That Stops People in Their Tracks with Candice Crane

Stopping power is everything when you’re trying to compete in a crowded category -- in the grocery store or online. How do you create a brand that jumps off the shelves and stands out from the rest?

Today on the Real Food Brands Podcast, host and Brand Strategist Katie Mleziva sits down with Candice Crane, Founder and CEO of Petal Sparkling Botanicals, a brand that stops you in your tracks when you see it. In this episode, we talk about how Petal has been able to stand out in a crowded category and grow so fast in just a year and a half.

In This Episode:

How Candice’s South African roots lead to her create Petal Sparkling Botanicals.
The story behind Petal’s unique logo and package design.
How Petal has grown to be in almost 700 locations nationwide in just a year and a half.
Why there’s no substitute for talking in-person with people about your product to hear feedback first hand.
How having a complex flavor profile serves a growing segment of people choosing to skip the alcohol.
The joys and challenges of balancing life as a mom and a food startup CEO.

Resources: