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.

Your brand is your promise to customers. You promise that your product is special, and that is why consumers choose it over the competition and even pay a premium price for it. If your product proves to be special, as promised, they will become repeat customers.

It’s been said that “If you are not a brand, you are a commodity. For example, a generic 13 oz. can of tomato sauce is not special. It’s a forgotten pantry item. But a jar of Newman’s Own Tomato & Basil is a product you know and can get behind…again and again.

A brand will develop with or without your help, but wouldn’t you rather direct how consumers feel about your business? That’s what we call a polished food brand.

What are some ways that you communicate your business’ brand?

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Julie Ciezadlo

About Julie Ciezadlo

Julie is a copywriter and social media manager at The Condiment Marketing Co. She is a Colorado native (a rare thing around here) and studied at the University of Colorado (Anthropology and English) and Cook Street Culinary School (Pastry).