Brands are about the marriage of fact and narrative. In the incredibly competitive food world, it's important to convey what makes you different — your special capabilities and traits — so that potential customers can easily understand what sets you and your business, product or offering apart from the competition. Generally, we think that brands are about marketing and advertising, and that they only apply to big brands, “out there,” whereas the real material we use in defining and constructing our own brands stems from our belief systems and our own psychology, whether we are working as individuals or as part of a larger business or organization. A strong brand marries this deep exploration with objective analysis to come to market in a meaningful way, no matter the size or type of the offering. This presentation is a primer on brand definition, where Beth will talk about major brands, how they do it, and give guidance on how to define your brand within your market. Learn about claiming the territory — both internally and externally — that defines who you are and what you are offering in the marketplace.
Why is this helpful? Brand definition has very practical applications, as it is at the core of all marketing activities, providing the guide for allocation of your precious financial and personnel resources. Getting hold of your brand will help you to be happier in your work and more successful in your career, and can translate into real increases in sales and market share. Strong and consistent brands ensure that your consumers come back to you again and again. You will come away thinking like a brand strategist, and with some practical tools to use in looking at your own brand, whether you’re a brand manager for a major food company, a chef, a restaurateur, or have just landed some shelf space at the local gourmet market.