In Part I of our brand series, in conjunction with Jen Doran, Creative Director of Our Revolution, independent design agency and Females in Food VIP Member, we explored the following questions and challenged you to ask yourself about your brand;
- Do you have a finished product to brand?
- Do you know what is your point of difference?
- Have you tested your product and know if people actually want what you have to sell? (hint: it’s not your bestie or mother)
- Are you certain what type of person will actually buy your product?
- Do you know how your customers will be able to purchase your product? (hint: is it through a department store or a cafe etc)
In this, Part II of our series, we explore more questions and answers to help you understand the importance of branding and just what’s involved in building a great brand.
Here’s our 5 things you must know;
- Have you got a brand name?
Your brand name should be ownable, distinct and easy to remember. Once you have a name you’re happy with, it’s crucial to make sure it’s available to use (i.e. is the URL address and name available to use as your web address and across all the social channels) and have it registered.
- Have you got a packaging format ready for your products to be sold in?
When selling your food product commercially it is important to have the right packaging format. For example, if you have a jam brand that you’re hoping to sell to retailers, you’re most likely going to be selling it in a jar. But with the myriad of jars out there it is important that you seek out samples from manufacturers of the specific jars you want that meet all your commercial requirements.
- What is your story?
What is your motivation for creating your products? And why does it matter? This is the purpose for why your brand and products exist. Your story is unique to you so it’s important to keep it clear, simple and easy to understand.
- What are the values and standards that your brand and business will live by?
Keep it short and sweet! This is a shortcut to communicate what the personality and qualities of your brand and products are all about. For example… Generous, Natural, Charismatic, Jubilant. Try not to pick too many generic words!
- Finally, what would the definition of success be for your brand in the next 12 months and in the next 5 years?
Sharing your ambitions for the business with your design agency will help them lay the right foundations for your brand in order to scale and grow over time to achieve your goal.
Tell us your experience and just what has been the most challenging aspects of creating a brand? Or if you are yet to do so, what’s your biggest fear and has our branding blog posts helped you to know where to start?
We love hearing from you, so leave a comment below and share your experience with the community – we all really appreciate it when we learn together.
For more branding information, check out Part I of this series. To access the webinar this Q&A originated from, become a VIP Member today and watch the full version original recording + all the associated resources.
The Females in Food team