Is branding more than your packaging or logo?
In this two part series, in conjunction with Our Revolution, we explore key questions and answers to get you thinking just what you could do to improve your brand. If you don’t have a brand yet, here’s the top five questions you need to know for when you do. Your designer will think you’re a pro.
- Have you created and finalised a product that you believe is ready to be sold commercially or is already being sold?
Having a product that is finalised and that you feel passionate about is important before beginning the branding journey. From the ingredients you chose to the different flavours – they will ultimately inspire your brand.
- Does this product have a point of difference to other similar products in the market?
Your product does not have to be a completely new idea. In fact you may be aware of other similar products already existing in the market, that’s a good thing! It validates a need for your product. However, you should have a point of difference compared to your competitors. That could be variant flavours, cooking method, gluten free or it could be the attitude behind your business, the way you operate with a sustainable, socially minded approach.
- Have you validated your products beyond (your lovingly biased) family and friends and know that it appeals to your audience?
The support from your friends and family is vital when launching your food brand but to truly validate whether your creation appeals to the masses it is important to get some consumer insight. Taste tests to a wider group of people will help you understand what may need tweaking and whether you’re on to a winner!
- Do you have a clear idea of who your target audience is? – hint: it can’t be everyone!
By having a targeted audience it will help you and the design consultancy you work with create a brand that those people will gravitate towards.
- Do you have a vision of where you’d like to sell your products? or are you currently selling your brand in retailers and have ambitions to grow your brand further?
Wanting to sell your food product in David Jones compared to the everyday supermarket will help direct the creation of your brand. You will also need to consider whether you’re wanting to keep your product local, or looking to export internationally as this will also influence your brand and packaging design. These factors will play a role in helping to define your brand look and feel and will also be used to aid customers near by and further afield understand what you’re selling them.
We’d love to hear your comments about how you’re creating a brand and just how easy or difficult it actually is. Leave a comment below and share your experience with everyone in the community.