8 Important Steps You Need to Define an Attractive F&B Brand
‘First impressions are formed in the first ten seconds.’
What is it that sets your Food and Beverage business apart? What is it that is going to entice customers to come and buy your brand, rather than a competitor?
To create a memorable brand identity, you first need to clearly define your company and its goals. Knowing who your business is, what you stand for, and how you’re going to share your products with your customers will help you determine how you want to be represented, and take those first crucial steps to achieving it.
Your Vision and Values – What is Your Mission Statement
Your brand identity is everything – from the types of food and beverage you sell, to what your brand looks like, and how you conduct yourself – whether that’s in the real world or the digital one.
Before you start to create a brand identity for your new products, you need to devise a vision statement. This is generally a basic statement, typically only one or two sentences in length – it should express your desire and the intentions you have for your business, simply put – where do you want your company to be?
Once you have your vision statement, you can craft a Mission Statement – this is a longer piece, and should cover the purpose of your company – whether that’s to revolutionise the drinks industry, bring back classic flavour combinations, or something else. You are setting down your major goals – they don’t have to be entirely realistic at this point – but they should be something you can work towards.
You Need to Have an Attractive and Defined Colour Scheme
The colours you choose will play a large part in the psychological appreciation of your audience. By picking the right colours and patterns, you can help to shape subconscious thought towards your product, and any areas you want to highlight. For example – if you’re selling a cold bottle of Mint Water, you’d encourage more people to feel calm and confident in the product with a blue colour scheme than you would a red one.
Picking your colours ‘just because’ is never a good idea – you might have a certain bias towards your favourite colours and want to incorporate them, but you need to make sure they fully reflect and accentuate your product.
Some of the most popular colours and their associations are:
Red – Emotional, Powerful, Enthusiastic, Intense
Yellow – Joyful, Intellectual, Warming, Illuminating
Blue – Stability, Security, Reliability, Honesty, Confidence, Calming
Black – Serious, Elegant, Mysterious, Luxurious, Formal
A Unique Logo will Make You Memorable
Once you know what you’re going to go forward with as the concept for your F&B Brand, and have chosen an appropriate colour scheme to highlight it, you need to bring it together with a logo. It’s important that your logo reflects your ideals, creates a memorable point of connection. Some famous food chains don’t even need to show their name, their colour scheme or logo is enough of an association for customers to know exactly who they are.
‘The logo is your calling card, identity, manifestation,’ – Kathy Savitt, Chief Marketing Officer, Yahoo
With so much competition in the Food and Beverage Industry, and new expectations and standards coming in all the time, it’s important that your brand has a logo that will work for what it’s selling, and that will be easily identifiable. It might be tempting to create something complex and very on trend, but when that trend inevitably passes, you don’t want to have to go through the whole expensive process of rebranding again.
You Need to Know the Essence of Your Brand
What is the essence of your brand? If you could describe your company in one word – what would that word be? If you could describe your goals and future ambitions in one sentence – what would you choose?
Your company’s ‘essence’ part of your business brand identity. It should be based on what you want customers to feel when they experience your products. For example, if you have an old family recipe for crisp, fresh apple juice – you might want to use the words ‘fresh’, ‘organic’, ‘real,’ or ‘authentic’ to describe your products.
Your brand essence doesn’t have to be tangible – but you should have a clear idea of what it is to be.
A Defined Personality will Make You Attractive to Customers
Your company isn’t an actual person – but the personification of your brand is a highly necessary part of development. What your company’s personality materialises as, says a lot about your company as a whole, and how it will pave its way in the world. You might decide that your brand is a little bit sassy, straightforward and serious, or casual and light-hearted. How you develop your brand identity depends on what you want to achieve, and how you plan on going about it.
For a fun light-hearted company personality, check out Taco Bell’s Twitter account. The way they interact with their audience has been defined by their sense of humour.
Brand Consistency and What This Means For You
Consistency doesn’t just apply to your product (although that is extremely important as well) – it should also be maintained in how your brand handles its online presence, the type and style of content you share, colour schemes and logos, customer services, your social media channels, websites and more. It takes an average of 5 – 7 unique impressions of a brand before people begin to associate them, and remember who they are. If you’re changing your look or feel, and not posting regularly, people are going to get confused and forget that they know who you are – or decide that they’re just not interested in the first place.
You Need to Know Your Value Proposition
Your Value Proposition is where your company truly shines. This brief statement brings together your product’s unique values and benefits – in other words, it’s what sets you apart, what you do better, and what you can give that no one else can.
Before you put your Value Proposition together, you need to know who your customer is – are you selling directly to the public? Are you only selling to other businesses? Are you looking to pick up the lunchtime snack trade, or do you want to be the choice for luxurious home desserts? Whichever area of F&B you fall in, you still need to ask yourself:
- Who will benefit the most from my product?
- Where are my customers? (Social Media, Networking, Trade Magazines etc.)
- What are my Customers Unique Needs?
Once you’ve got the answers to these questions, you’ll be better positioned to discover who your target audience is, and what marketing strategies and connections you need to make to reach them.
Your Brand Promise – What This Means to You and Your Customers
Your Brand Promise is the connection point between your brand and your customers. It brings together your purpose and positioning, with strategy, people and customer experience. It is what enables you to deliver your brand in a way that connects emotionally and sensually with your customers – this is what your customers’ experience, and if you’ve done it correctly, it’s what differentiates you from the rest of the market.
Considering all these points will allow you to compose a value proposition and brand identity that’s perfectly formed for your customers, and will allow you to begin building a long-lasting brand identity.
Creating this is vital – but it doesn’t stop there, maintaining these areas and providing a consistent service is key to success. After all, the way your brand is managed and delivered to the public will determine how people see your business, and whether they then decide they want to engage with you.