Many shoppers, myself included, are no longer satisfied with checking off a shopping list to simply fill up our pantries and kitchens. We are looking for food products that bring not only fresh taste and great value, but also a message that can connect to our experiences, ethics and aspirations.
Whether it’s organic, local, plant-based diets or adaptogens, Ovo-Lacto vegetarianism or veganism, regenerative farming or social justice advocacy, the food in our grocery aisles speak to us in more ways than one, and retailers are paying close attention to that.
While attending the 2018 Natural Product Food Expo in Anaheim, CA, I found myself surrounded by an ocean of over 80,000 participants and 3,000 exciting brands, products and labels competing for attention. To stand out in the surfeit of healthy food, snacks, drinks and supplements, many of these brands know they have to not just sell a product, but also create a unique “winning experience” for retailers and their customers.
Some standout examples I saw were:
So, what about your business? How are you branding your products? Are you wondering what it would take to cultivate a captivating brand experience so that you can win on the shelf?
Winning on the Shelf
Today, a strong, effective CPG brand is more than just big colourful ads or catchy taglines or beautiful packaging, even though these are vitally important components to develop a successful brand.
A strong, effective brand is meaningful and connects with the emotional core of its buyer. It is relevant and relatable to its users and the world around them. It has enthusiastic supporters advocating for it, and ardent fans talking about it. The brands that can build these bridges successfully are often the ones that move forward.
If your business is looking to do that, here are 7 goals you should consider for your brand:
- Make it delicious. As they say, “taste is king,” so your product must taste great to your customers. To gain the edge over your competition, you want strong craveability and quality.
- Make it unique and compelling. If you want people to understand your product and sample it, you must deliver it with a clear and uncluttered brand message to the right audience. We can’t be all things to all people; neither should your product.
- Create a brand map. This is an essential but often overlooked piece for growth. It will help you clarify and solidify your Vision, Mission and Road Map as you develop your products, distribution and marketing plans.
- Create strong brand packaging to communicate the vision and promise you have for your audience (customers and retailers). Stand out, stand out, stand out! What you show and say on your packaging could be the deciding factor for someone choosing your product over another.
- Have a growth plan. Having a clear product innovation strategy is crucial to your future growth. Customers expect variety, so it will be your responsibility to hone in their attention when you offer them new and exciting tastes. To sustain growth in an omnichannel retail world, you will also need to create an integrated promotional plan that gives people easy access to try your products.
- Align your brand strategically with the right partners and retailers. This can be challenging (especially if you are a start-up) but aim to build win-win relationships with those who will distribute and advocate for your products. Conversely explore how your products can potentially help them meet their respective vision, needs and challenges.
- Finally, make your brand stand for something purposeful. Dig deep…find an authentic and realistic message that adds value to your brand. Think about how it will impact the consumer, the retailers, the community, the environment and importantly, the values and longevity of your business.
The retail shelf is a crowded and competitive space, but at the same time, not all products are created equal. If you are looking for that opportunity for your product to win, you must also ensure that others, such as your partners, retailers and your customers (especially your customers) win with you.