Branding For The Food & Drinks Sector
The food and drinks sector knows better than most that a brand is much more than a name and a logo.
A brand sums up the values of a product or company – the promises it makes to consumers, retailers, employees, sub-contractors, investors and all the audiences it interacts with.
Any designer can produce a logo but creating a great brand requires a great product, careful positioning and sophisticated marketing.
Great brands never disappoint. They promise much and deliver more.
Too often brands in the food and drinks sector over promise. How many times have you been disappointed with a new product which has been hyped to death?
Great brands under promise and over deliver.
At Crumbs! we understand brands and how to build them.
The process starts with a branding audit. We need to be clear about:
- Where the product is going
- Who is it being marketed at
- What’s its positioning in the marketplace
- What’s its price point
- What’s its positioning in relation to the rest of your range
When we know the answers to these and 101 other questions we can move to the next stage – a branding workshop.
At the workshop we will agree your product’s:
- Brand Positioning
- Brand promise
- Brand personality
- Tone of voice
- Brand differentiator
Finally, we will fix on the manifesto statement or brand essence which will bring your food product to life.
Only then will we begin to think about the product’s logo and strapline and how it will be launched and marketed.
Great brands can last a lifetime – their creation deserves a bit of time and a lot of thought.
We have a talented in-house branding team and there is nothing we relish more than developing a new brand or re-inventing one that’s past its sell by date.