How to Write a Brand Positioning Statement

How to Write a Brand Positioning Statement

A brand positioning statement is only a few sentences that serves as your brand’s guiding light. When you read it, you are reminded of your intent/goals and how you will serve your customers. Added bonus: This bit of text makes an impact on the way your sales force and support staff do their jobs. Read More »

What Is a Brand and Why Does it Matter for a Food Business?

What Is a Brand and Why Does it Matter for a Food Business?

Many people think a brand is the logo and packaging of a product, but those are small pieces of the puzzle. A company’s brand is communicated in the way the business is positioned relative to its competitors such as the company name, imagery, messaging, how and where the product is promoted, and in the customer experience. Read More »

How to Get Useful Food Product Feedback

How to Get Useful Food Product Feedback

It’s wise to ask what people think of your food product. Focus groups, farmers markets, sampling events, industry events, food critics/bloggers, and one-on-one meetings with grocery buyers are all opportunities to get food product feedback. Read More »

Who Liked Your Indie Food Product First?

Who Liked Your Indie Food Product First?

A small specialty food brand is much like a small indie music band. The artisan food producer doesn’t have distribution with a big retailer, and the indie rock band hasn’t signed on with a big record label. Both likely started creating in their  home…or garage.

What is most intriguing is how  fans of indie food behave so much like fans of indie music. Read More »

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