Foodservice Solutions® Grocerant Guru Steven Johnson developed 10 stepsto build a solid brand positioning in the Ready-2-eat and Heat-N-eat grocerantniche. These steps were designed to will win customers while fending offcompetitors . Here is a recap of his keynote presentation last week. Successdoes leave clues and here are 10 of them.
1. Symbolism. Why you are there! The most successful brands are inclusive include values greater thanthemselves. A lifestyle, a philosophy, an emotion a point in time.
2. A story. Most major brands have a story. Examples: if you like Ford vehicles, youmight be familiar with the story of Henry Ford or if you love your Nikes, youprobably know how the Nike swoosh logo was created.
3. A track record. When your business is first starting out, don't fool yourself into believingthat your marketing efforts are 'brand building' efforts. They're notbecause to build a real brand, you have to have an extensive track record withconsumers.
4. Trust. When you've consistently delivered for your customers long enough, you'll gainthe type of trust that many brands have. Case in point: a friend of mine alwaysreminds people that he won't buy an automobile that isn't a BMW. He's had agood experience with his and trusts so much in the company that he doesn'tbelieve there's a better-made car.
5. Expectation. When a consumer chooses a product or service because of brand association, he or sheis buying an expectation. Perhaps it's the expectation that the branded productis of higher quality or that the service will be provided in a more efficientmanner.
6. Differentiation. Expectation is often borne of differentiation. Many brands offer products and servicesthat are commodities but they're successful in developing some differentiationfor their products and services that consumers are sold on.
7. Imitators. Imitationis the sincerest of flattery and you're probably not a'brand' until you have competitors trying to copy you.
8. Market leadership. Top brands are usually looked at as leaders in the markets they compete in.
9. Adaptability. The best brands are flexible and capable of reshaping and reinventing themselves and theirmessages over time. Coca-Cola is a good example of a brand that has neverabandoned its core product but has evolved its message over time to keep upwith changes in the marketplace and society at large.
10. A strong marketing presence. Although it's niceto believe that you can market yourself for free onFacebook and Twitter, the reality is that brands aren't advertising ontelevision and radio because they're dumb. Building and maintaining brandequity requires awareness and awareness requires broad marketing efforts.
Interestedin learning how Foodservice Solutions 5P’s of Food Marketing can edify yourretail food brand while creating a platform for consumer convenientmeal participation, differentiation andindividualization contact us via Email us at: grocerant@q.com or visitFacebook.com/Steven Johnson, Linkedin.com/in/grocerant ortwitter.com/grocerant
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